Yuanfeng CaiRandall ShannonMahidol University2018-06-112018-06-112012-02-01Australasian Marketing Journal. Vol.20, No.1 (2012), 37-47144135822-s2.0-84855220537https://repository.li.mahidol.ac.th/handle/20.500.14594/13894Personal values are important determinants of consumer behavior. While previous research has identified values (i.e., openness to change and self-enhancement) which guide consumers' mall shopping behavior, they have been set in a Western cultural context. By adopting a value-attitude-behavior (VAB) model, this study examines what and how personal values influence consumers' mall shopping behavior in two non-Western countries, namely China and Thailand. The results confirm the existence of the causal flow of VAB. Chinese are guided by self-transcendence and self-enhancement values, whereas Thais are guided by openness to change values. Shopping intention is found to mediate the attitude-behavior link in the Chinese sample and improves the predictive power of values towards behavior. Although a relatively weaker mediating effect is found in the Thai sample, shopping intention does not lead to stronger predictive power of values. © 2011 Australian and New Zealand Marketing Academy.Mahidol UniversityBusiness, Management and AccountingEconomics, Econometrics and FinanceArticleSCOPUS10.1016/j.ausmj.2011.10.013