A Comparison of Mall Shopping Behavior Between Hispanic-Americans and Anglo-Americans Page: 53
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intention. Additionally, demographic characteristics included ethnicity, gender,
age, number of children under 18 in household, education level, and income level.
A factor analysis was undertaken to reduce fifteen general shopping
characteristics into a smaller number of dimensions. This provided meaningful factors
that were used in further analyses. The resulting factors were Enchanted Shopper,
Compulsive Shopper, and Time-Conscious Shopper. One additional factor was not used
for the further analyses due to a low Cronbach's alpha.
ANOVAs were used to compare Hispanic-Americans and African-Americans in
terms of general shopping characteristics, responses to excitement, consumption patterns,
and repatronage intention. The results demonstrated that Hispanic-Americans were more
compulsive shoppers, had more positive responses to excitement, spent more money and
made more impulse purchases, and were more likely to return to the shopping mall than
Anglo-Americans.
Regression analyses were used to determine the relationship among ethnicity,
general shopping characteristics, responses to excitement, consumption patterns, and
repatronage intention. Excitement at the mall was predicted by two factors: Enchanted
Shopper and Time-Conscious Shopper. Consumption Patterns that were composed of
money spent and impulse purchasing were predicted by impulse purchasing. Repatronage
intention was predicted by impulse purchasing.
Conclusions
Hispanic-Americans are more compulsive shoppers and are more responsive to
excitement in the mall than Anglo-Americans are. Also, Hispanic-Americans spent more
money and made more impulse purchases than Anglo-Americans did. They also had a53
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Sanchez, Marissa R. A Comparison of Mall Shopping Behavior Between Hispanic-Americans and Anglo-Americans, thesis, August 2002; Denton, Texas. (https://digital.library.unt.edu/ark:/67531/metadc3213/m1/54/: accessed March 29, 2024), University of North Texas Libraries, UNT Digital Library, https://digital.library.unt.edu; .