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1 – 10 of over 26000
Article
Publication date: 17 September 2019

Cheng-Yue Yin, Nan Bi, Patrick Poon and Yang Sun

The purpose of this paper is to examine the interaction effect of endorser ethnicity (local Chinese vs Western) and portrayal (smart vs sexy) on Chinese women’s attitudes

Abstract

Purpose

The purpose of this paper is to examine the interaction effect of endorser ethnicity (local Chinese vs Western) and portrayal (smart vs sexy) on Chinese women’s attitudes toward luxury advertisements and brands, as well as any moderating effect appearance self-esteem has on the above-mentioned interaction.

Design/methodology/approach

Two online experiments were conducted. Study 1 was a 2×2 factorial design (with 280 participants), while Study 2 was a 2×2 ×2 factorial design (with 320 participants). Data were analyzed using a multivariate analysis of variance (MANOVA) test and simple effect analysis.

Findings

Results demonstrated that Chinese female consumers are more likely to have a positive attitude toward advertisements for luxury goods and brands when a local Chinese (vs Western) endorser is used and portrayed as smart (vs sexy), particularly if consumers have low appearance self-esteem.

Research limitations/implications

The research focused only on female consumers and only one product type was used for the experiments. The use of controls for potential confounding effects was insufficient in this study design.

Practical implications

To maximize profits, marketers should choose the most appropriate combination of endorser ethnicity and portrayal in the Chinese luxury goods market. Accordingly, if adopting a localization strategy and using a Chinese female endorser, the endorser should be portrayed as smart rather than sexy. In contrast, if a luxury brand adopts an internationalization strategy and uses the same Western female endorser as in other countries, it is more effective to portray her as sexy rather than smart. Furthermore, advertisers should pay particular attention to Chinese female consumers who have low appearance self-esteem when advertising their product and/or brand.

Originality/value

Compared with past studies concerned with consumers’ perceptions of endorser image in advertisements through a focus on endorser ethnicity, this study linked endorser portrayal with his/her ethnicity and discussed the interaction effects between these two factors on consumers’ attitudes toward the advertisement and the brand portrayed in the advertisement. The findings herein contribute new insights to the body of work on luxury marketing and endorser advertising.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 32 no. 2
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 15 November 2011

Yamen Koubaa, Gaelle Ulvoas and Patricia Chew

The purpose of this paper is to examine the dual influence of traditional Chinese and national Singaporean cultural values on the attitude towards skin beauty and the…

2629

Abstract

Purpose

The purpose of this paper is to examine the dual influence of traditional Chinese and national Singaporean cultural values on the attitude towards skin beauty and the purchase intention relating to skin care cosmetics among Chinese Singaporean women. It aims is to investigate how ethnic and national cultures might interact to influence the attitude towards skin beauty and hence the willingness to buy skin care products.

Design/methodology/approach

A survey of 370 Chinese Singaporean women was conducted to test the proposed links. The study adopts an empirical approach using structural equation modelling.

Findings

Both traditional Chinese and national Singaporean cultural values impact the attitude of Chinese Singaporean women towards skin beauty and their willingness to buy skin care cosmetics. The components of the traditional Chinese values (Buddhism, Daoism and Confucianism) and national Singaporean values were found to have differing impact on the attitude towards skin beauty and the purchase intention of skin care cosmetics among Singaporean women. Confucianism was found to have a very strong impact on skin fairness and whitening, national Singaporeans' values were found to have a strong impact on skin anti‐ageing, and Buddhist values were found to have moderate impact on attitude towards skin smoothness and skin fairness and on the willingness to buy skin smoothening and skin whitening cosmetics.

Research limitations/implications

Even though the sample can be considered large, given the number of variables in the model, it would be wise to rely on a larger sample. In addition, the research was about specific cosmetics products, namely those related to skin care. It is judicious to extend the analysis to other categories and types of products. For expatriate ethnic groups, it is recommended that marketers think about the interaction between their traditional values and the values of the host country, as these have dual effects on their attitudes and hence on their buying intention. The interaction between these values is not static across products. It varies in size and combination across types of attitudes and products.

Practical implications

Traditional ethnic and national cultural values have differing impact in terms of significance and size on the attitude towards face beauty. Hence, marketing actions such as positioning and advertising should be customized accordingly, to target at these values in an attempt to influence attitude, and hence purchase behavior. Attitude plays a mediating role between cultural values and purchase intention. Influencing consumers' willingness to buy involves influencing their attitudes.

Originality/value

Few works have surveyed the dual influence of national and ethnic values on a specific ethnic subgroup in Asia. To the authors' knowledge, there no previous research has been conducted for Singapore. This paper demonstrates that it is important for the marketer to take into account Singaporeans' national and ethnic values while marketing to them.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 23 no. 5
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 12 June 2009

Dongjin Li, Ying Jiang, Shenghui An, Zhe Shen and Wenji Jin

The purpose of this paper is to investigate how young Chinese consumers' money attitudes influence their compulsive buying behavior.

4862

Abstract

Purpose

The purpose of this paper is to investigate how young Chinese consumers' money attitudes influence their compulsive buying behavior.

Design/methodology/approach

In total, 303 undergraduate students from Tianjin and Ningbo (two major cities in coastal China) answered a self‐administered questionnaire.

Findings

Money attitudes were found to significantly affect young Chinese consumers' compulsive buying behaviour. Specifically, the Retention‐Time dimension significantly affected both male and female consumers' compulsive buying. However, the Power‐Prestige dimension only affected male consumers' compulsive buying. Finally, the Quality dimension had a greater impact on male than on female consumers' compulsive buying.

Research limitations/implications

The data were collected in two major cities in the coastal region of China. Given the differences between coastal and inland China, caution must be taken when generalizing the research results to young consumers from inland China.

Practical implications

The discussion of the relationships between young Chinese consumers' money attitudes and their compulsive buying will help marketers and policy makers to better understand these consumers' spending behaviour. Thus, marketers can identify new market opportunities and form marketing strategies to target young consumers in China. On the other hand, policy makers can also form more effective education strategies to help young consumers to spend wisely.

Originality/value

Different from previous research in money attitudes and compulsive behaviour, the research provides an in‐depth overview of how male and female young Chinese consumers perceive money and how their beliefs about money affect their spending.

Details

Young Consumers, vol. 10 no. 2
Type: Research Article
ISSN: 1747-3616

Keywords

Article
Publication date: 6 November 2009

Ivan Y. Sun, Michael A. Cretacci, Yuning Wu and Cheng Jin

The purpose of this paper is to examine Chinese police cadets' attitudes toward police roles and their work.

Abstract

Purpose

The purpose of this paper is to examine Chinese police cadets' attitudes toward police roles and their work.

Design/methodology/approach

Using survey data collected from 182 cadets in a Chinese police college, this paper assesses the influences of cadets' characteristics and training on their attitudes toward law enforcement, order maintenance, preventive patrol, and community building.

Findings

Cadets without family members or relatives serving as police officers and with stronger physical capability are more likely to support the law enforcement role, while cadets with greater physical capability are less likely to favor order maintenance. Younger cadets and those without a Bachelor's degree are more likely to view preventive patrol as an important goal for the police. Cadets with stronger attitudes toward law enforcement are more likely to regard community building as an important police goal.

Research limitations/implications

Future research should continue to explore factors that influence officers' occupational attitudes and incorporate more attitudinal dimensions into the analysis. Future projects should also target local station officers from different departments.

Originality/value

This study represents one of the first attempts to empirically assess Chinese police cadets' work‐related attitudes. Findings of the study provide Chinese police administrators with useful references and directions to improve police training and enhance police‐community relations.

Details

Policing: An International Journal of Police Strategies & Management, vol. 32 no. 4
Type: Research Article
ISSN: 1363-951X

Keywords

Article
Publication date: 1 October 2005

Fang Wang, Hongxia Zhang, Hengjia Zang and Ming Ouyang

To analyze Chinese consumers in purchasing pirated software; to establish and empirically validate a model for analyzing consumers in software piracy; and to help software…

6813

Abstract

Purpose

To analyze Chinese consumers in purchasing pirated software; to establish and empirically validate a model for analyzing consumers in software piracy; and to help software companies understand the software piracy issue in China and design anti‐piracy strategies.

Design/methodology/approach

A research model was established by extending a model used by Ang et al. in studying Singaporeans' purchasing pirated CD. A survey was conducted. Hypotheses were tested through stepwise regressions. An exploratory factor analysis was carried out to analyze Chinese consumers' attitude toward software piracy.

Findings

Four personal and social factors were found important in influencing Chinese consumers' attitude toward software piracy, including value consciousness, normality susceptibility, novelty seeking, and collectivism. Five attitude measures, which were important in influencing consumer purchase intention, were identified as reliability of pirated software, recognized social benefits of piracy, functionality of pirated software, risks of purchasing, and perceived legality of purchasing. An exploratory study identified three attitude attributes.

Research limitations/implications

As student samples were used, caution needs to be exercised when generalizing findings from this study. Regressions were used to test construct relationships in the model, and the model was not tested as a whole.

Practical implications

This research provides an in‐depth understanding on Chinese consumers, and the research findings are useful in designing anti‐piracy strategies in China.

Originality/value

This research is one of the first to examine the Chinese market, which is a focus of piracy problems for the software industries. This research contributes to theory development in developing and testing a model and important constructs, and to industrial practice in providing understanding on Chinese consumers to help design anti‐piracy strategies.

Details

Journal of Consumer Marketing, vol. 22 no. 6
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 9 November 2010

Doris C. Chu and Linda S.J. Hung

The purpose of this paper is to examine different aspects of Chinese immigrants' perceptions in San Francisco.

Abstract

Purpose

The purpose of this paper is to examine different aspects of Chinese immigrants' perceptions in San Francisco.

Design/methodology/approach

Survey data gathered from 198 Chinese immigrants were utilized to assess respondents' evaluations of the local police.

Findings

It was found that Chinese immigrants' satisfaction with police contact and perceptions imported from countries of origin were significantly associated with ratings of the police in the city. In addition, length of residence in the USA was inversely associated with evaluations of the police.

Research limitations/implications

The sampling method adopted in this study, not a probability procedure, to some extent may possibly reflect the perceptions of Chinese immigrants who were in need of cultural support and services from various social and community organizations in San Francisco. It should be noted from the descriptive statistics that the average education level for this sample is comparatively lower than it is for the overall Asian population in the USA. Also, only 11 percent of the respondents were under 24 years old. It is acknowledged that this sample may under‐represent the constituency of younger people or more established immigrants who do not need as much ethnic support or various types of services.

Originality/value

There is no other empirical research that specifically examines the Chinese community's perceptions of the police in San Francisco. The findings thus provide police administration a clear strategy to improve Chinese immigrants' perceptions of the police. Training in cultural sensitivity and communication skills, as well as professional attitudes of enforcement, may improve immigrants' satisfaction with the police during the contact, which can enhance Chinese immigrants' perceptions of the police.

Details

Policing: An International Journal of Police Strategies & Management, vol. 33 no. 4
Type: Research Article
ISSN: 1363-951X

Keywords

Article
Publication date: 6 March 2017

Jing Teng and Rukhsana Ahmed

The purpose of this paper is to examine knowledge and attitudes about preconception health care among Chinese immigrants in Canada.

Abstract

Purpose

The purpose of this paper is to examine knowledge and attitudes about preconception health care among Chinese immigrants in Canada.

Design/methodology/approach

A cross-sectional internet-based survey, informed by the principles of the health belief model, was administered to a convenience sample in Ottawa, Canada. In total, 76 respondents from the Chinese community participated in the online survey.

Findings

Overall, participants demonstrated: low to moderate awareness of preconception related risk factors and preconception health; neutral to slightly positive attitudes toward carrying out preconception care; considerable confusion over the differences among preconception care, premarital health care (Mainland China), and prenatal health care; great sensitivity to subjective norms related to spouses, parents, and friends; and a strong desire for receiving information and communication from health care professionals.

Practical implications

An emphasis on reducing misperceptions and offering information about the preconception period and potential severe pregnancy-related risks may contribute to a better knowledge and intended behavior toward preconception care among Chinese immigrants, and ultimately optimize both their reproductive health and their future children’s health.

Originality/value

The cultural norms and population policies in the sending country may frame immigrants’ knowledge and attitudes related to preconception health care. This study fills the gap in the literature regarding Chinese immigrants’ knowledge levels and attitudes toward preconception care in Canada and thus offers insights into how to deliver culturally competent care and design effective communication strategies to reach out to ethnocultural communities.

Details

International Journal of Migration, Health and Social Care, vol. 13 no. 1
Type: Research Article
ISSN: 1747-9894

Keywords

Article
Publication date: 11 January 2021

Nicky Chang Bi, Yanqin Lu, Louisa Ha and Peiqin Chen

Social media have become an increasingly important source for people to learn about politics and public affairs. The purpose of this study is to investigate the role of…

Abstract

Purpose

Social media have become an increasingly important source for people to learn about politics and public affairs. The purpose of this study is to investigate the role of social media news sharing as a reasoning process of the O-S-R-O-R model and the moderation role of social media news performance on the association between news consumption and attitudinal changes.

Design/methodology/approach

A national survey was conducted in the US. The researcher recruited participants in the Qualtrics national panel by following the census adult demographic breakdown.

Findings

This study finds that social media news consumption on the US-China trade conflict is likely to lead Americans to change attitudes toward Chinese, and this relationship is mediated by social media news sharing. In addition, the indirect relationship via news sharing is found particularly strong among individuals who perceive social media news fair and balanced.

Originality/value

This study extends the literature by examining social media news engagement on the ongoing trade conflict between the US and China. It reveals that the impact of social media news consumption on people's attitudinal and behavioral changes depends on people's perceived news quality on these platforms. Theoretical contribution to the O-S-R-O-R model and practical implications to social media news are discussed in terms of the role that social media platforms play in attitude change.

Peer review

The peer review history for this article is available at: https://publons.com/publon/10.1108/OIR-05-2020-0178

Details

Online Information Review, vol. 45 no. 3
Type: Research Article
ISSN: 1468-4527

Keywords

Article
Publication date: 19 August 2019

Chunmin Lang, Sukyung Seo and Chuanlan Liu

The purpose of this paper is to identify the influences of perceived enjoyment, perceived risks and attitude on the intention to rent fashion products for both Chinese and…

3242

Abstract

Purpose

The purpose of this paper is to identify the influences of perceived enjoyment, perceived risks and attitude on the intention to rent fashion products for both Chinese and American consumers. Furthermore, this study is expected to empirically identify the differences between American and Chinese consumers in terms of motivations for and barriers to fashion renting.

Design/methodology/approach

Data were collected through online surveys in both the USA and China. Data cleaning generated 412 usable samples in the USA and 301 usable responses in China. A series of t-test analyses and structural equation modeling were conducted to test the proposed hypotheses.

Findings

Statistical results confirmed the positive influences of perceived enjoyment and attitude on fashion renting intention. In addition, the negative influences of perceived performance risk and social risk on attitude were also affirmed. Moreover, the results indicated that significant differences exist between American and Chinese consumers in terms of perceived risks and enjoyment of fashion renting, as well as attitude toward renting. Further, group comparison testing results discovered that differences existed in the factors influencing the intention to rent fashion products between American and Chinese consumers.

Originality/value

This study initiates the attempt to investigate the motivations and obstacles for fashion renting intention for both American and Chinese consumers. The cultural comparison between Chinese and American consumers also delivers a comprehensive understanding of the motivations and obstacles behind the intention of fashion renting.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 23 no. 4
Type: Research Article
ISSN: 1361-2026

Keywords

Article
Publication date: 13 March 2019

Li Zhao, Stacy H. Lee and Lauren Reiter Copeland

Social media and sustainability are changing Chinese consumers’ consumption behavior in notable ways. Few apparel industry sustainability efforts are enforced or well…

4799

Abstract

Purpose

Social media and sustainability are changing Chinese consumers’ consumption behavior in notable ways. Few apparel industry sustainability efforts are enforced or well known in China. As China operates its own social media sites, it is necessary to study Chinese social media, rather than Western types, in order to understand its influence on Chinese consumer behavior with regard to sustainability. By extending the theory of reasoned action (TRA) and the prototype willingness model, the purpose of this paper is to investigate how Chinese consumers were taught their environmentally sustainable apparel (ESA) consumption behavior through social media, and also how the influence of peers affected their purchase intentions.

Design/methodology/approach

A total of 238 survey responses were collected and analyzed from a Chinese research firm in 2016. In accord with the study objectives, an exploratory factor analysis was first conducted, and then a two-step analysis of a structural equation model was employed for hypothesis testing. To test the significance of hypothesized mediated effects, a bootstrap procedure with 2,000 bootstrap samples from the original data was used to compute bias-corrected 95% CI for indirect effects. Moreover, hierarchical regressions were demonstrated to verify the unique contribution of social media influence.

Findings

The study findings support the previous literature that indicated positive attitudes toward environmentally sustainable purchasing behavior increased as Chinese consumers learned about social and environmental issues. Also, results of the analysis revealed that Chinese consumers’ engagement with social media and their peers were important social influences that were directly tied to increasing sustainable apparel purchase intentions.

Originality/value

By extending two grand theories of the prototype willingness model theory and the TRA, this study underlines a novel link between the influence of social media and ESA purchase intentions among Chinese consumers. Results are valuable in a global context as it is one of only a few studies to explore Chinese consumers’ purchase intentions of ESA through an exclusive social media platform – WeChat – in China.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 31 no. 4
Type: Research Article
ISSN: 1355-5855

Keywords

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