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Interpersonal trust is an important element of Chinese guanxi network. In this chapter, we examine Chinese guanxi network from a trust perspective. We adopt the distinction that trust could be built on either a socio-emotional basis (affect-based trust) or an instrumental basis (cognition-based trust) and use this lens to examine cultural differences in Chinese and Western social networks. Specifically, we will discuss (a) how the two dimensions of trust are related in the Chinese versus American context, and (b) how affect-based trust is associated with different forms of social exchange in Chinese versus American social networks. Because dyadic relationships are embedded within larger social networks, trust between two network actors is also likely to be influenced by the social context that surrounds them. Hence, we also examine how dyadic trust is shaped by higher-level network properties such as density.

The purpose of this paper is to compare conflict management behaviors of American and Chinese managers. Its main aim is to uncover cultural differences in the way Chinese and American managers approach conflict – thereby developing a more thorough understanding of conflict management across cultures.

Inductive analysis is used to uncover conflict management constructs that are unique to each culture. Structured interviews and multidimensional scaling techniques are used.

Results show that the conflict management behaviors suggested by American and Chinese managers are different. For Chinese managers alone, embarrassing the colleague and teaching a moral lesson is an important element. For American managers alone, hostility and vengefulness are important elements. Results suggest that both cultures acknowledge avoidant approaches, but the underlying intentions for Americans alone are associated with a lack of confidence.

Results are based on one conflict scenario and the participants are managers working in mainland China. These factors may limit the generalizability of the results.

The findings of this paper suggest that managers should consider cultural differences in conflict management when diagnosing and intervening in conflict situations in different cultures.

The authors present new concepts for potential inclusion in a comprehensive model of conflict management. The authors illustrate the value of using an inductive approach to improve our understanding of conflict management across cultures.

The paper aims to identify the emergent themes of hotel guests’ satisfaction, to compare the distribution of the attributes of the themes between Chinese and North American guests and to compare the importance of the themes for different satisfaction levels between Chinese and North American guests from a cross-cultural perspective.

By adopting Python (a computer language), the word-frequency method was used to identify emergent themes of hotel guests’ satisfaction. Topic modeling was adopted to compare the attributes distribution of each theme and the features of satisfaction between Chinese and North American guests.

First, three themes were identified including functionality, staff and price. Functionality can be further categorized into five subthemes, namely, room, travel, food, environment and hotel facility. Second, the distribution of the attributes of the themes between Chinese and North American guests was compared from a cross-cultural perspective. Chinese guests tend to mention both lifestyles- and social norms–related attributes and expect personalized service, while North American guests mainly prefer to describe lifestyle-related attributes and prefer standardized service. Third, the study compared the changing importance of the themes (functionality, staff and price) for different satisfaction levels between Chinese and North American guests. As the satisfaction level decreases, the importance of functionality decreases, that of staff increases and that of price remain stable for Chinese guests. In contrast, the importance of each theme has fluctuated mildly from the high to the low satisfaction level for North American guests.

Proposed managerial implications are to highlight lifestyle- and social norms-related attributes, as well as personalized service for Chinese guests. However, lifestyle-related attributes and standardized service should be facilitated for North American guests. Specific suggestions were made to help improve hotel performance such as the good performance of functional-related attributes, which could enhance satisfaction and better staff performance, which would reduce dissatisfaction.

By mining big data, this study investigated hotel guests’ satisfaction from a dynamic instead of a static perspective. This study provides some rare insights into differences in key attributes influencing satisfaction levels of Chinese versus North American guests staying in luxury hotels in China. This study also takes a novel approach to examine the dynamics of the importance of the various themes at different satisfaction levels, and contrast these dynamics between Chinese and North American guests. The findings offer valuable insight into market segmentation and management in the hospitality industry.

The purpose of this paper is to investigate the measurement invariance of the Chinese version NEO PI‐R conscientiousness scale.

Based on Hofstede's cultural dimensions, it was predicted that certain items might exhibit culture‐related differential item functioning (DIF). The partial credit Rasch model was used to analyze the item responses. The authors also examined the impact of DIF on the measurement invariance of the overall conscientiousness scale using differential test functioning statistics.

Most of the predicted culture‐related DIF were supported. Although the results suggested a substantial proportion of items showing DIF, the conscientiousness scale functioned consistently across the two cultures under study, suggesting that observed group mean scores can be compared directly.

The authors demonstrate that an understanding of the culture differences may help when translating instrument across cultures to anticipate potential threats to measurement invariance. The current study employed student samples. Results of the study need to be replicated using diverse populations.

Assessment and selection instruments have been increasingly used across nations for HRM purposes. Organizations intending to establish global talent management systems need to evaluate and ensure the cross‐cultural equivalence of the assessment. Findings from the current study support the adoption of the translated conscientiousness scale in China.

This paper is one of the few in the literature that examines the measurement invariance using a confirmatory approach.

The study examined cultural adaptive behavior in international joint ventures, its key relationship contexts (e.g. relationship commitment and relative dependence), and influence of national culture. The hypotheses are tested with Chinese and US joint venture managers. Survey results show that cultural adaptation is driven by relationship commitment and relative dependence among both Chinese and US joint venture partners. However, the association between relative dependence and cultural adaptation is stronger among the Chinese than among the US managers. The findings have important implications for relationship management in international business.

The current research aims to explore the possible effects of attitude towards complaining (ATC) on intention to remain loyal to hotels and to compare Chinese and American ATC in this perspective.

The sample of the study consisted of Chinese and American graduate students, who were selected through the non‐probability convenience sampling technique. A total of 1,822 questionnaires were found to be useful and data from these questionnaires were tested through SPSS and LISREL statistical software.

Findings indicate that culture clearly affects ATC and general intention to stay loyal which suggests that practitioners should consider the cultural background of their customers while designing and implementing their service recovery systems. Results show that Chinese respondents tend to forgive and forget failures, whereas Americans seek a remedy from third parties.

Only relationships between ATC and loyalty were investigated in this research; thus inclusion of other dimensions would provide further insights. Although the use of student sample and scenario is well‐justified and a common practice, future studies may consider collecting data from actual tourists. Data analyzed in this research were cross‐sectional and collected using convenience sampling; future studies may use random sampling and consider conducting longitudinal research.

There is a paucity of cross‐cultural research investigating ATC. China and America's current and potential significance in global tourism is undeniable. Moreover, they are ideal examples of their respective culture clusters; thus studying Chinese and American ATC provides significant insights for both industry practitioners and academics.

Past marketing research has found that hedonic utility is more important for Western cultures, whereas social utility is more important for Eastern cultures, suggesting differential positioning in each culture. However, the research has so far focused on a single choice context of one brand. This paper aims to examine cultural differences in utility importance using two brand choice contexts: single choice and brand selection.

Four studies (n = 1268) were conducted. Study 1 focused on a single choice context by asking directly about utility importance when choosing a cellphone. Study 2 focused on a brand selection context using conjoint analysis for the same cellphone category used in Study 1. To validate the results of Studies 1 and 2 with the categories of perfume, sports shoes and computers, Study 3 analyzed single and selection contexts using latent regression methods. Finally, Study 4 explored the role of cognitive load in explaining the differences between the two choice contexts using the laptop category.

The analyses of the brand selection context, which simulates real-life choice, revealed that the importance ascribed to utilities was not idiosyncratic for each culture. In contrast, single-choice contexts demonstrated stereotypical cultural differences.

Positioning a specific utility message to fit the culture stereotype might not be necessary, as it does not always affect brand choice in a competitive environment.

The purpose of this study is to explain the level of involvement of Asian‐Indian consumers residing in the US when purchasing Indian ethnic apparel and contemporary American clothing at different levels of acculturation.

Data were gathered by a questionnaire administered to 254 Asian‐Indian consumers from the southeastern United States.

Low levels of acculturation among Asian‐Indians did result in a higher level of involvement in Indian ethnic apparel. Consumers who were moderately acculturated to western culture were less involved in Indian ethnic apparel but became increasingly involved as they became more acculturated to the US culture. In conclusion, Asian‐Indians, who were new to the US, may try to identify with the new culture leading to a decline in involvement with Indian ethnic apparel. As these consumers became more comfortable in their new environment they may have felt a need to connect with their original culture, and this could have led to a renewed interest in Indian ethnic apparel.

This study fulfills a need for literature on how ethnic groups residing in a foreign land view products indigenous to their original culture across the stages of acculturation. Understanding consumer interests of targeted market segments and their impact on the overall population may benefit fashion marketers.

The purpose of this study is to investigate Koreans' preferences for FCDM versus SDM and explored the influence of Asian cultural values on decision-making in the context of managing chronic illnesses, such as type 2 diabetes mellitus (T2DM). Shared decision-making (SDM) emphasizes collaboration between providers and service recipients to decide on the best treatment options. However, it may not fully account for the role of families in managing chronic illness, particularly for people from Eastern cultural backgrounds who value active participation from their families in decisions. In response, family-centered decision-making (FCDM) has been proposed as an alternative approach. Using a vignette experiment design, data (n = 316) were collected from Koreans in the US and in Korea who were randomly presented with either SDM or FCDM processes for reaching T2DM treatment decisions. In addition to demographic information, participants reported on three dimensions of their decision-making experience: satisfaction, perceived effectiveness, and perspective-taking. They also rated their Asian cultural values and familiarity with T2DM. Results show better satisfaction, perceived effectiveness, and perspective taking for FCDM compared to SDM when examined in context of treatment types and perceived illness severity. Moderation effects were found for familiarity of illness, with familiarity effects varying by perceived severity. Study findings provided some evidence in favor of FCDM in Asian communities addressing the disabilities and chronic illness of a family member. Although the current study investigated treatment decisions for T2DM during doctor's visits, FCDM has shown potential to be applied in other service settings.

The purpose of this study was to understand consumers' continuance intention to purchase in social commerce from an integrated perspective of the expectation confirmation model (ECM) and information adoption model (IAM). Moreover, the cultural difference between the United States and China was explored in the integrated model.

A total of 1,589 responses were collected from American (n = 725) and Chinese consumers (n = 864). The partial least squares structural equation modeling (PLS-SEM) was applied to perform measurement assessment, structural model and multiple group analysis.

Results showed that consumers' continuance intention to purchase in social commerce was significantly predicted by the integrated model. Within the ECM, confirmation of expectations positively affected information usefulness and satisfaction, and information usefulness positively influenced satisfaction, which further led to continuance intention. Moreover, within the IAM, both argument quality and source credibility positively affect information usefulness, which leads to information adoption and continuance intention to purchase in social commerce. In addition, the influences of information usefulness on information adoption and continuance intention to purchase in social commerce were stronger for American consumers.

The findings of this study gain a better understanding of consumers' decision-making process and cultural differences between American and Chinese consumers.