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Book part
Publication date: 22 November 2014

Erika Kuever

To show that Chinese consumers are constantly redefining and revaluing goods along the axes of the real and the false, with little regard for legal definitions of brand…

Abstract

Purpose

To show that Chinese consumers are constantly redefining and revaluing goods along the axes of the real and the false, with little regard for legal definitions of brand authenticity or “fakeness.”

Methodology/approach

The data was collected through interviews, focus groups, observations, and casual conversations over 16 months of ethnographic research in Beijing, China.

Findings

In their everyday consumption practices and navigation of a complex and often dangerous marketplace, Chinese consumers categorize products based on their perceived “truth.” The paper introduces a typology that describes these local categories and explains their utility for consumers.

Research limitations/implications

The data was primarily conducted in an urban capital with a highly educated and high-average-income populace, thus it does not represent all Chinese consumers or a statistical sample.

Practical/social implications

This paper explains how the same globalizing processes that helped brands establish themselves in the Chinese market now threaten the capability of all brands to gain and retain the trust of consumers

Originality/value

By explaining how new calculations of value are being produced under glocalized regimes of manufacture and distribution, this research makes an important contribution to our understandings of brands and their limits.

Details

Consumer Culture Theory
Type: Book
ISBN: 978-1-78441-158-9

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Article
Publication date: 2 December 2020

Michel Laroche, Rong Li, Marie-Odile Richard and Muxin Shao

This study aims to investigate how consumers respond to global brands adapting to local elements. Specifically, this study identified three factors (i.e., cultural…

Abstract

Purpose

This study aims to investigate how consumers respond to global brands adapting to local elements. Specifically, this study identified three factors (i.e., cultural compatibility, cultural elements authenticity and cultural pride) affecting the purchase intentions (PIs) toward global brands using Chinese elements among Chinese consumers in China and Chinese immigrants in North America. Another aim is to examine the moderating role of acculturation in the relationship between cultural pride and PIs among Chinese immigrants.

Design/methodology/approach

Three studies were conducted to test the hypotheses in China and North America. Confirmatory factor analysis was used to confirm the factor structure. Hierarchical regression was used to test the main effects and moderated regression analysis was used to test the moderation effect.

Findings

Results show that cultural compatibility, cultural elements authenticity (CEA) and cultural pride positively affect the PIs toward global brands with Chinese elements for both Chinese consumers and Chinese immigrants. Further, among Chinese immigrants, acculturation moderates the relationship between cultural pride and PIs.

Originality/value

This study explored the factors influencing the PIs toward global brands using Chinese elements, filling a research gap. To the best of the authors’ knowledge, this study is the first to examine how perceived CEA affects consumers’ PIs toward global brands with Chinese elements. Further, the findings have implications for global brands that want to target Chinese consumers and Chinese immigrants in overseas markets.

Details

Journal of Product & Brand Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 16 April 2018

Ting Jin, Wei Shao, Deborah Griffin and Mitchell Ross

This study aims to explore the perceptions about Chinese brands from the point of views of young Chinese consumers.

Abstract

Purpose

This study aims to explore the perceptions about Chinese brands from the point of views of young Chinese consumers.

Design/methodology/approach

A qualitative method is used including focus groups and in-depth personal interviews with young Chinese consumers who are currently living and working in Australia.

Findings

Two key findings emerge from the results, namely, young Chinese consumers attach symbolic values to Chinese brands and Chinese brands are perceived positively by young Chinese consumers.

Research limitations/implications

This study demonstrates that symbolic values (such as pride, lifestyle, feeling of home and being happy) constitute one of the primary motivations for young Chinese consumers’ purchase of domestic brands. The results of this study challenge the traditional view that Chinese brands are perceived negatively in the Chinese market.

Originality/value

This is one of the very few studies investigating how young Chinese consumers perceive brands from their home country rather than foreign brands.

Details

Young Consumers, vol. 19 no. 1
Type: Research Article
ISSN: 1747-3616

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Article
Publication date: 18 September 2017

James M. Leonhardt and Rongwei Chu

What drives product adoption among bottom of the pyramid (BoP) consumers? The purpose of this paper is to identify several factors affecting Chinese migrant workers…

Abstract

Purpose

What drives product adoption among bottom of the pyramid (BoP) consumers? The purpose of this paper is to identify several factors affecting Chinese migrant workers’ adoption of online banking. Chinese migrant workers are BoP consumers that have migrated from rural China to work in China’s expanding urban regions such as Shanghai.

Design/methodology/approach

In collaboration with the Shanghai Survey Corps of the National Bureau of Statistics, the present research conducts structured interviews with more than 1,200 Chinese migrant workers.

Findings

The results of a logit regression analysis suggest that Chinese migrant workers are more likely to adopt online banking when they have higher levels of economic, biological, and social resources.

Practical implications

The results support habit adoption theory and provide managers with insight on how to increase BoP consumers’ adoption of financial services.

Social implications

Greater adoption of financial services among BoP consumers, including Chinese migrant workers, can improve the well-being of these historically marginalized consumers.

Originality/value

The present research provides initial evidence that habit adoption theory and resource availability helps to explain Chinese migrant workers’ adoption of online banking.

Details

International Journal of Emerging Markets, vol. 12 no. 4
Type: Research Article
ISSN: 1746-8809

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Article
Publication date: 26 September 2008

Xiaoling Hu, Leeva Li, Charlene Xie and Jun Zhou

This research is designed to explore Chinese customers' wine purchasing behaviours and to investigate the effect of country‐of‐origin (COO) information on their wine evaluations.

Abstract

Purpose

This research is designed to explore Chinese customers' wine purchasing behaviours and to investigate the effect of country‐of‐origin (COO) information on their wine evaluations.

Design/methodology/approach

Data were collected from the shopping malls both in Shanghai and Hangzhou, China, using the systematic sampling method. A total 148 usable questionnaires were returned and analysed by SPSS.

Findings

The results confirmed that Chinese customers consider COO as the most important factor in their wine evaluation when a single‐cue approach is applied. When a multi‐cue approach is used however the results showed that there was no significant difference in the importance in COO and price as indicators. This research also revealed some salient characteristics of Chinese consumers buying behaviour associated with Chinese culture. When the Chinese are evaluating wine for gift giving and consuming wine in public, they tend to attach more importance to COO than to other variables and are more likely to purchase foreign or imported wine instead of domestic brands.

Research limitations/implications

Only respondents from Shanghai and Hangzhou were chosen, limiting the representativeness of the sample. Future research will be benefited from increased sample size from different geographical regions and by examining the relationship between the consumer demographic characteristics and the COO effects.

Originality/value

The results from this study stand in contrast to previous studies relating to the role of COO in product evaluation. It illustrates the importance of culture in relation to COO.

Details

Journal of Technology Management in China, vol. 3 no. 3
Type: Research Article
ISSN: 1746-8779

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Article
Publication date: 14 May 2018

Ling Jiang and Juan Shan

Despite the growing research regarding consumer luxury value perception and their influence on luxury consumption behavior in different cultural contexts, there is little…

Abstract

Purpose

Despite the growing research regarding consumer luxury value perception and their influence on luxury consumption behavior in different cultural contexts, there is little research investigating the cultural variation toward luxury within different generations in a given society. The purpose of this paper is to assess the relationships among Confucian propriety, luxury value perception, and purchase intention of luxury brands, and especially how these relationships differ between young and older consumers in a Chinese context.

Design/methodology/approach

Data were collected through a questionnaire survey in China. A multi-group structural equation model was used to test the conceptual model and research hypotheses.

Findings

The results show that the effects of functional value and social value on purchase intention of luxury brands are stronger for older generations than younger ones, while the effects of self-identity and hedonic value on purchase intention are stronger for younger generations than older ones. The Confucian propriety relates positively to the functional value and social value; however, these effects are more salient for older consumers.

Originality/value

The results of this study reveal the evolution of luxury consumption values and behaviors of Chinese consumers, suggesting that marketers should no longer label Chinese luxury consumers with common behaviors. It is also recommended that marketers of luxury brands in China should adapt this shifting attitude and respond actively to the expectations of different generations.

Details

International Marketing Review, vol. 35 no. 3
Type: Research Article
ISSN: 0265-1335

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Article
Publication date: 5 December 2016

Kyuho Lee, Melih Madanoglu and Jae-Youn Ko

The purpose of this paper is to uncover the service quality dimensions that influence satisfaction with wineries and future intentions to return among Chinese consumers

Abstract

Purpose

The purpose of this paper is to uncover the service quality dimensions that influence satisfaction with wineries and future intentions to return among Chinese consumers. With the rapidly growing popularity of wine consumption among Chinese consumers, an increasing number of Chinese consumers are visiting wineries in Western countries. However, while substantial research about wine tourism in Western countries has been published, there is very little research available with respect to wine tourism in China and the Chinese winery visitors who visit them.

Design/methodology/approach

A convenience sampling method was selected. Specifically, snowball sampling was used to collect the study’s data due to the limited number of Chinese consumers who drink wine and who have been involved with wine tourism. Research assistants who speak Chinese fluently used snowball sampling to recruit Chinese consumers in Yentai region who had participated in wine tourism in the past and asked them to complete the research survey. The research assistants distributed 200 surveys through a snowball sampling and collected a total of 179 responses.

Findings

The study’s results suggest that wine tasting operations, such as a variety of wines at tasting room tastings, and the quality of the wines tasted, along with staff attitudes are critical components that influence Chinese wine tourists’ satisfaction and loyalty.

Research limitations/implications

The major contribution of this paper is that it builds on extant wine tourism literature by providing insights into the characteristics of Chinese wine tourists. The paper also illuminates the linkage between winery service quality attributes and Chinese wine tourists’ satisfaction and loyalty.

Practical implications

The results of the study provide a useful guide to both academics and winery operators interested in developing a competitive winery service quality strategy for Chinese wine tourists.

Originality/value

Given the scarcity of literature linking winery service quality attributes and Chinese wine tourists’ satisfaction and loyalty, this study is one of the few studies to explore this relationship.

Details

British Food Journal, vol. 118 no. 12
Type: Research Article
ISSN: 0007-070X

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Article
Publication date: 9 January 2017

May Aung, Xiying Zhang and Lefa Teng

The purpose of this study is to offer a better understanding of contemporary consumer behaviour. This study relates to the complex and value-laden phenomenon of…

Abstract

Purpose

The purpose of this study is to offer a better understanding of contemporary consumer behaviour. This study relates to the complex and value-laden phenomenon of “gift-giving” from the perspective of bicultural consumers. The focus was on the gift-giving practices of Chinese immigrants in Canada within both their current and their past residencies (Canada and China, respectively).

Design/methodology/approach

Conceptual guidelines for this study embodied the gift-giving conceptual framework of Sherry (1983) and Chinese cultural values on gift giving (Yau et al., 1999). A qualitative research study was implemented. Specifically, in-depth interviews with Chinese immigrant women mainly from the Greater Toronto Area (GTA) in Ontario, Canada, offered empirical evidence relating to the gestation stage of gift giving.

Findings

The findings indicate the complexity of acculturation in gift-giving practices. In terms of gift-giving occasions, Chinese immigrants in Canada, for the most part, adopted the Canadian gift-giving occasions. However, the important role of ethnicity in decision-making is found through their strong sense of differentiation between Chinese and Canadian gift receivers. The results also indicate some Chinese cultural values such as relationship, reciprocity and group orientation as being still important in shaping gift-giving practices, even after immigration to a new country quite distant from the homeland. One cautionary note is that some cultural values such as relationship can be common to both Chinese and Canadian cultural groups.

Research limitations/implications

This research was conducted mainly in the GTA in Ontario, Canada. Future studies could address other large Canadian cities with significant bicultural Chinese populations such as Vancouver in British Columbia and Motreal in Quebec.

Practical implications

This research extends the knowledge of bicultural consumers by examining the evolving gift-giving practices of Chinese immigrants living in Canada. A good understanding of the cultural values important to bicultural consumers will help marketers to efficiently and effectively allocate their marketing resources in attracting these niche consumers.

Social implications

This study has contributed to the broader field of marketing research. Specifically, the current study offers the importance of understanding values transference of bicultural consumers and their behaviours in integrating into the mainstream gift-giving cultural context.

Originality/value

This study has contributed by offering evidence of how a minority consumer group formed complex acculturation realities within a gift-giving consumption context. This contribution can be counted as a step towards theoretical advancement in the field of acculturation and of understanding bicultural consumers.

Details

Journal of Consumer Marketing, vol. 34 no. 1
Type: Research Article
ISSN: 0736-3761

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Article
Publication date: 10 October 2008

Anita Lifen Zhao, Stuart Hanmer‐Lloyd, Philippa Ward and Mark M.H. Goode

The purpose of this paper is to identify risk factors that discourage Chinese consumers from adopting internet banking services (IBS). This market is experiencing fast…

Abstract

Purpose

The purpose of this paper is to identify risk factors that discourage Chinese consumers from adopting internet banking services (IBS). This market is experiencing fast growth; however, an in‐depth understanding of Chinese consumers within this is lacking. Perceived risk is a key construct in Western consumer decision making, whereas whether this is true in China's IBS market is rarely researched. An exploration of this dynamic market is therefore critical to develop theoretical and practical implications.

Design/methodology/approach

To maximise the comparability with existing Western findings, the current research adopts a quantitative approach to measure Chinese consumers' risk perception. However, as the existing literature provides limited guidelines associated with the current context, exploratory research was conducted to establish a general understanding and to identify additional elements of this particular market. A detailed instrument was developed and examined Chinese consumers' risk perception in depth. Primary data were collected by self‐administered questionnaires containing 504 respondents from southern China. Exploratory factor analysis is employed to identify critical risk factors.

Findings

Results indicate that the concept of perceived risk has merit in explaining Chinese consumers' decisions on whether to use IBS. Results clearly reveal that the significant risk barriers identified are influenced by culture and do not simply follow predominant Western patterns. Suggestions for banks are developed in an attempt to overcome these risk barriers.

Originality/value

The current research adds value to the existing literature in that findings reinforce the need to (re)examine Western theories from a more critical perspective. This also leads to a discussion addressing further areas for open debate and research.

Details

International Journal of Bank Marketing, vol. 26 no. 7
Type: Research Article
ISSN: 0265-2323

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Article
Publication date: 2 March 2010

Byoungho Jin, Jin Yong Park and Jay Sang Ryu

US apparel firms have been relatively slow exploring Chinese and Indian apparel markets, despite the countries' tremendous growth potentials. To help US apparel firms…

Abstract

Purpose

US apparel firms have been relatively slow exploring Chinese and Indian apparel markets, despite the countries' tremendous growth potentials. To help US apparel firms successfully enter these promising markets, this study aims to compare evaluative attributes that Chinese and Indian consumers utilize when purchasing denim jeans.

Design/methodology/approach

Data were collected in Shanghai, China and Bangalore, India.

Findings

The results of the study confirmed that Chinese and Indian consumers ranked attributes differently. Chinese consumers placed the highest importance on price, followed by fitting, brand country of origin, quality, and design, whereas Indian consumers placed importance on fitting, brand country of origin, design, price, and quality, in descending order.

Research limitations/implications

Caution needs to be exercised in generalizing the findings since the data for this study were collected from one city in each country. The study tested the idea that the importance of attributes would be different between Chinese and Indian consumers as their cultures and retail development stages differ. This idea was supported in conjoint analysis.

Practical implications

The findings indicate that a regional approach, assuming that all Asian markets are the same, is inappropriate. Thus, US apparel firms need to pay careful attention to differences in each Asian market.

Originality/value

China and India have been compared frequently in various ways: growth potential, market size, and population. Surprisingly, however, no study has attempted to compare Chinese and Indian consumers' evaluative criteria for apparel products. This is the first empirical study to show the differences between Chinese and Indian consumers in evaluating apparel products.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 14 no. 1
Type: Research Article
ISSN: 1361-2026

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