A Personal Value‐Based Model of College Students' Attitudes and Expected Choice Behavior Regarding Retailing Careers

Abstract

This study was to develop a value‐based model of career attitude and expected choice behavior in the context of retail management. A total of 754 college students nationwide returned a mailed survey. A structural equation modeling technique was used to test the hypotheses. The findings indicate that personal values had an influence on all three aspects of retail career attitude, which in turn had a direct influence on the expected choice behavior. The examination of the total effects indicates that the extent to which self‐actualizing values and social affiliation values influence expected retail career choice indirectly through retail career attitudes was similar, although their roles were somewhat different in terms of their path of influence. The intrinsic aspect of retail career attitude had the greatest effect on expected retail career choice, followed by the extrinsic and lifestyle flexibility aspects of retail career attitude. Theoretical and educational implications are presented.

Predicting Students’ Intent to Pursue Retailing as a Career: A Means-End Perspective

“…The items were measured with reference to a seven-point scale (1 = not important at all, 7 = extremely important). The LOV scale is particularly suitable for an analysis of this nature and has been commonly used in research on values due to its simplicity of administration and high reliability (Shim et al 1999). Career attributes (reasons for choosing any type of job) were measured by a series of 19 items with reference to a sevenpoint scale (1 = not important at all, 7 = extremely important).…”

“…Career attributes (reasons for choosing any type of job) were measured by a series of 19 items with reference to a sevenpoint scale (1 = not important at all, 7 = extremely important). These items were adopted from Shim et al (1999) and Knight, Crutsinger, and Kim (2006). A single item was used to measure respondents' likelihood of pursuing careers in retailing upon graduation, evaluated on a seven-point scale where 1 = extremely unlikely, and 7 = extremely likely (Anderson et al 1992).…”

“…In a study on personal values in relation to graduate career choices, Añaña and Nique (2010) found that students choosing some careers are more typical, based on their values, than others, and that some values are more typical of some careers than others. A study of Shim et al (1999) investigated the relationships between personal values and career choice behavior regarding retailing. This study empirically proved the sequential effects of personal values on retail career attitudes and then retail career choice.…”

“…A theoretical model presented in Figure 1 is proposed based on a framework of means-end chain theory, into which piecemeal studies on the relationships between personal values, career attributes, and behavioral measures have been integrated (Hojat et al 1998;Shim et al 1999;Añaña & Nique, 2010). The research model postulates a hierarchical cognitive structural model consisting of personal values, career attribute evaluations, and career choice.…”

“…Swinyard, 1981;Swinyard et al 1991;Broadbridge, 2003aBroadbridge, , 2003bBroadbridge et al 2009;Mokhlis, 2014aMokhlis, , 2014bMokhlis, , 2014c. However, very few studies have addressed the factors that influence students' perceptions of retailing careers (Shim, Warrington, & Goldsberry, 1999). The current study approaches from the perspective of means-end chain theory, and intends: (1) to introduce personal values as underlying beliefs to explain students' perceived importance of job attributes, and (2) in turn which job attributes are relevant in explaining students' retail career intention.…”