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Through the lenses of culture : Chinese consumers' intention to purchase imported products

Please use this identifier to cite or link to this item: http://hdl.handle.net/1959.14/183434

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Title: Through the lenses of culture : Chinese consumers' intention to purchase imported products
Related: Journal of cross-cultural psychology, Vol. 42, No. 7, (2011), p.1237-1250
DOI: 10.1177/0022022110383315
Publisher: Sage Publications
Date: 2011
FoR/RFCD Code(s): 170100 Psychology 170200 Cognitive Sciences
Author/Creator: Liu, Shuang
Author/Creator: Smith, Joanne R
Author/Creator: Liesch, Peter W
Author/Creator: Callois, Cindy
Author/Creator: Ren, Yi
Author/Creator: Daly, Stephanie
Description: This study examines the influence of culture on Chinese consumers’ intentions to purchase Australian products. Data were obtained from an online survey completed by 3,171 respondents across 20 cities in China. Results indicate that ingroup influence, product perception, but not marketing efforts have a significant main effect on purchase intentions. In addition, ingroup influence moderates the effects of product perception and marketing efforts on intentions. When ingroup influence is low, product perception has a greater impact on purchase intention than when ingroup influence is high. Similarly, marketing efforts have a greater impact on purchase intention when ingroup influence is low than when it is high. In addition, self-identity as a consumer of imported products also moderates the strength of association between product perception and purchase intention. When self-identity is low, product perception has a greater impact on purchase intention than when self-identity is high. Implications of the findings for theory and practice, in the context of trade between an individualistic culture like Australia and a collectivistic one like China, are discussed.
Description: 14 page(s)
Subject Keyword: 170100 Psychology
Subject Keyword: 170200 Cognitive Sciences
Subject Keyword: Chinese consumers
Subject Keyword: ingroup influence
Subject Keyword: product perception
Subject Keyword: purchase intention
Subject Keyword: self-identity
Resource Type: journal article
Organisation: Macquarie University. Higher Degree Research Office

Identifier: http://hdl.handle.net/1959.14/183434
Identifier: ISSN:0022-0221
Identifier: mq-rm-2011002312
Language: eng
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