According to an official tourism report from China, Taiwan tourists' shopping expenditures were ranked number one in China. Taiwanese tourists place foremost emphasis on the quality of products and services they received from salespeople. However, research on Taiwanese shopping behaviour was still scant. The main research objective was to investigate the moderating effect of selling behaviour on shopping motivation and satisfaction in China.
The results indicated that SOSB (service-oriented selling behaviour) had positive moderating effects on variety of products, quality of products, and shopping habits. PSOSB (product selling-oriented selling behaviour), on the contrary, elicited negative moderating effects on quality of products, uniqueness/good value and non-availability in Taiwan. Also, a salesperson's selling behaviour had a negative moderating effect on shopping motivation and satisfaction in terms of attractive prices. With reference to the fashion or novelty, no moderating effect was found on shopping motivation and satisfaction with either SOSB or PSOSB. Generalized Negativity Theory and Assimilation-Contrast Theory were used to explain the results. (c) 2005 Elsevier Ltd. All rights reserved.
