Asia Marketing Journal

Korean Marketing Association (한국마케팅학회)
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How Residential Mobility Influences Material and Experiential Purchases

  • Received : 2022.12.09
  • Accepted : 2023.01.14
  • Published : 2023.01.31
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Abstract

With the increased mobility within nations, relocation has become a frequent and regular occurrence in modern life. However, we know little about how residential mobility affects purchase type. How does residential mobility affect our purchase behavior? This research explores the relationship between residential mobility and preference of purchase type, with psychological processes. The study primed participants with either a high or low mobility mindset to investigate the effect of mobility on consumption style in U.S. and South Korean. The results of the study confirm that the consideration of residential mobility shifts consumers' preferences toward material goods and experiences. In addition, results also indicate that the connection between mobility and purchase type was mediated by autonomy and moderated by cultural factor. Lastly, the theoretical and practical implications are covered.

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