Due to the increasing globalization of the marketplace, understanding consumer culture has
become a most critical issue. The purpose of this study is to review the past literature and propose a
model of “quality-value-purchasing intention.” This study examines this model by focusing on
7-Eleven convenience stores in Japan, Taiwan and the USA. A total of 156 college students from
Waseda University in Japan, Cheng Kung University in Taiwan and the University of California, Los
Angeles (UCLA) in the USA were recruited as participants. The results indicate that the USA’s
consumers relate quality and relational value as well as retail trade purchasing intention with forward
influence relations. Moreover, relational value takes on an intermediary role in Japan, but not in
Taiwan.
