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1 – 10 of over 13000Dongjin 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.
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.
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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.
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Hongwei “Chris” Yang, Hui Liu and Liuning Zhou
The purpose of this paper is to integrate the Theory of Planned Behavior (TPB), Technology Acceptance Model (TAM) and Palka et al.'s model to predict young Chinese consumers'…
Abstract
Purpose
The purpose of this paper is to integrate the Theory of Planned Behavior (TPB), Technology Acceptance Model (TAM) and Palka et al.'s model to predict young Chinese consumers' mobile viral attitudes, intents and behavior.
Design/methodology/approach
A paper survey was administered to 835 college students in Beijing, Shanghai, Kunming, and Liuzhou in summer and fall, 2010. The data were subject to statistic analyses including Pearson correlation, structural equation modeling, and backward regression with SPSS and AMOS.
Findings
The SEM model testing results confirmed the chain of young Chinese consumers' viral attitudes to intents to actual behavior. Subjective norm, perceived cost and pleasure were significant predictors of their viral attitudes. Their viral attitudes, perceived utility and subjective norm predicted their intent to pass along entertaining electronic messages. Their intent to forward useful electronic messages was determined by their viral attitudes, perceived utility and market mavenism. Their viral attitudes, intents and market mavenism predicted their mobile viral behavior.
Practical implications
It pays to foster Chinese consumers' favorable attitudes toward mobile viral marketing. It is advisable to know both target consumers and their associates very well. It is recommended to convince Chinese consumers that their friends and relatives can benefit greatly from viral content forwarding. Mobile messages with entertaining, useful, relevant and self‐involved values can go viral more easily.
Originality/value
The paper is probably the first study the integration of the TPB, TAM and Palka et al.'s model to predict Chinese consumers' mobile viral attitudes, intents and behavior.
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Jin Su, Kittichai (Tu) Watchravesringkan, Jianheng Zhou and Maria Gil
The purpose of this paper is to understand US and Chinese young Millennials’ perceptions of and consumption behaviour towards sustainable apparel products.
Abstract
Purpose
The purpose of this paper is to understand US and Chinese young Millennials’ perceptions of and consumption behaviour towards sustainable apparel products.
Design/methodology/approach
Quantitative research was conducted, and empirical data were collected from 590 US college students and 379 Chinese college students.
Findings
For both US and Chinese young Millennials, this study provides consistent empirical results of the positive and significant effects of young Millennials’ apparel sustainability knowledge and personal values on consumer attitude towards sustainable clothing, which in turn positively and strongly impacts purchase intention. In addition, a cross-cultural comparative analysis reveals similarities and differences regarding apparel sustainability knowledge and values between young Millennial consumers in the US and China.
Originality/value
The scale of environmental and social impacts from global apparel production and consumption makes sustainability increasingly important in the contemporary business environment. Young Millennials in the US and China represent large and influential consumer segments for sustainable consumption. This study contributes to the literature by surveying young Millennials in the US (developed market) and China (emerging market) in a cross-cultural context. The study offers insights into the global apparel industry in developing strategies for expanding sustainable apparel markets in the US and China.
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Chui Yim Wong, Michael J. Polonsky and Romana Garma
The purpose of this paper is to examine the effect of country of origin (COO) sub‐components (i.e. design, assembly and parts), as well as the extent to which consumer…
Abstract
Purpose
The purpose of this paper is to examine the effect of country of origin (COO) sub‐components (i.e. design, assembly and parts), as well as the extent to which consumer ethnocentrism tendencies interact with these COO sub‐components for young Chinese consumers with regards to product quality assessments and purchase intentions.
Design/methodology/approach
A 2 × 2 × 2 factorial experimental design was used to examine the effects of the three sub‐components of COO with two levels of sourcing location – Home (China) and Foreign (Germany), for two high involvement products (an automobile and a digital camera). Chinese students in China represented the sample of 272 respondents. MANOVA was used to examine the direct effects and interactions of the three COO components, as well as ethnocentrism, measured using the CETSCALE.
Findings
It was found that the three COO sub‐components did not influence young Chinese consumers’ evaluation of product quality or purchase intentions. In addition, consumers’ level of ethnocentrism also did not have a direct effect on perceived product quality or purchase intentions. There was only one statistically significant interaction effect between ethnocentrism and country of parts for one of the two products. As such, COO dimensions and young Chinese consumers’ ethnocentrism appears to have limited influence on their assessments of product quality or purchase intentions. This may occur because young Chinese consumers perceive that hybrid products are the norm for high involvement products in China as these products are all these consumers have experienced.
Originality/value
The findings of this research dispute the commonly held belief and evidence that sub‐components of COO have an impact on the perceptions of product quality and purchase intentions. Young Chinese consumers may be different to consumers from western countries because they have been extensively exposed to hybrid products. Given the size and growth potential of China, young Chinese are an important, under‐researched segment within the Chinese market.
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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 research…
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.
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Srinivas Durvasula and Steven Lysonski
China is undergoing a radical change as the forces of industrialization and modernization transform its society. Money is taking on an increasingly important role, particularly…
Abstract
Purpose
China is undergoing a radical change as the forces of industrialization and modernization transform its society. Money is taking on an increasingly important role, particularly among young Chinese, as the Western ideals of individualism and hedonism thrive. The goal of this research is to understand attitudes towards money in China and how these attitudes affect elements of consumer behavior such as materialism and vanity.
Design/methodology/approach
The paper uses a well‐accepted scale (with several dimensions) to explore attitudes towards money. Research questions examine how the dimensions of attitudes towards money affect materialism and achievement vanity. The sample comprises 127 young Chinese consumers. Statistical results based on confirmatory factor analysis as well as path analysis are reported.
Findings
The findings clearly show that attitudes towards money in China are not monolithic; instead there are variations among young Chinese. Materialism is affected by the power‐prestige and anxiety dimensions, but unaffected by the distrust dimension of money attitudes. Achievement vanity is affected by the power‐prestige dimension of money attitudes.
Research limitations/implications
Future research could examine other developing countries and other generational consumer segments. Another future research topic is to develop a comprehensive model of money attitudes, materialism, vanity, compulsive buying, and their possible antecedents or moderators.
Practical implications
These findings offer insight into the mindset of young Chinese. Beliefs that money permits one to attain not only status and possessions, but also power and control over others are contributing to increased materialism and expressions of vanity among young Chinese. For marketers, the results imply that positioning products based on the possession of money and the use of this money to indulge hedonism may resonate well with young Chinese consumers. However, some of the relationships we found may cause concern to ethicists and consumer watchdogs because of the associated problems of compulsive buying and other problems which are prevalent in consumer societies.
Originality/value
So far, no study has examined whether money attitudes drive materialism and achievement vanity, especially among younger consumers in developing countries such as China.
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Mon Thu Myin, Jin Su, Huicheng (Jeff) Wu and Haina Shen
The purpose of this study is to investigate the impacts of Chinese young consumers’ traits (fashion leadership, quality consciousness, price consciousness, environmental…
Abstract
Purpose
The purpose of this study is to investigate the impacts of Chinese young consumers’ traits (fashion leadership, quality consciousness, price consciousness, environmental consciousness and social media usage) as the external factors on their behavioral intention toward using clothing subscription rental services.
Design/methodology/approach
Quantitative research was conducted, and empirical data were collected from 255 Chinese college students. Structural equation modeling was conducted to test the proposed hypotheses.
Findings
The study offered convincing evidence that fashion leadership, price consciousness and social media usage are the three main drivers of Chinese young consumers’ favorable attitudes toward clothing subscription rental services, which together with social norms further lead to their intention to use clothing subscription rental services. Contrary to expectations, the study showed that consumers’ quality consciousness and environmental consciousness have no significant impact on consumer attitudes toward clothing subscription rental services. Moreover, the findings of the study demonstrated the impact of attitude and subjective norms on Chinese young consumers’ intention to use clothing subscription rental services.
Originality/value
This study contributes to the literature by integrating additional factors (fashion leadership, quality consciousness, price consciousness, consumer environmental knowledge, social media usage) into the traditional theory of reasoned action model to investigate how Chinese young consumers’ characteristics impact their attitudes and how their attitudes and subjective norms impact their intention toward using clothing subscription rental services.
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This study aims to investigate Chinese young consumers’ brand loyalty toward sportswear products from a self-congruity perspective. With different performance observed between…
Abstract
Purpose
This study aims to investigate Chinese young consumers’ brand loyalty toward sportswear products from a self-congruity perspective. With different performance observed between global and domestic sportswear brands in the Chinese market, this study also aims to examine the impact of country of origin on Chinese young consumers’ behavior toward sportswear brands.
Design/methodology/approach
A survey with street intercept method was conducted in Shanghai to collect data for this study. Multiple independent t-tests and structural equation modeling (SEM) with bootstrap method were used to test the hypotheses.
Findings
The SEM results indicate a significant influence of brand self-congruity on consumers’ brand association and perceived quality, which, in turn, influenced consumers’ brand loyalty. The multiple t-test results suggest a significant difference between Chinese and global sportswear brands in terms of consumers’ brand association and attitudinal brand loyalty. No significant difference was found in terms of consumers’ behavioral brand loyalty.
Research limitations/implications
The main limitation of this study comes from the convenience student sample.
Practical implications
First, brands need to strategically design the brand image to represent the largest segment of the target market. Second, while global brands could focus on their pricing strategies, domestic brands need to focus more on maintaining a positive brand association in consumers’ mind.
Originality/value
This study contributes to the growing research on the self-congruity perspective of brand loyalty by empirically confirming the indirect effect of brand self-congruity on brand loyalty via the mediation effects of brand association and perceived quality in the context of the ever-growing Chinese sportswear market.
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Daniel Esteban May, Sara Arancibia, Calvin Wang, Nigel Hill and Karl Behrendt
This research explores the purchasing behavioural drivers of young Chinese consumers purchasing foreign clothing brands. The aim is to include a range of drivers identified by…
Abstract
Purpose
This research explores the purchasing behavioural drivers of young Chinese consumers purchasing foreign clothing brands. The aim is to include a range of drivers identified by different investigations into a single approach, to determine direct and indirect channels by which these drivers influence purchasing behaviour, and their relative importance in quantitative terms.
Design/methodology/approach
The methodology is based on an extended version of the theory of planned behaviour that considers hypotheses based on a number of studies revised in the literature review. This theoretical framework was used as the basis for a questionnaire applied to a sample of 362 young Chinese consumers. A Partial Least Squares Structural Equation Modelling approach was used to analyse the collected data.
Findings
The results revealed three main channels influencing purchasing behaviour which were shown to share the same root, corresponding to the influences of the social network young consumers belong to. This result suggests that social norms have a key role in explaining young consumers' purchasing behaviour through its impact on their needs for status and social recognition, their attitudes towards foreign cultures and foreign brands, and their beliefs regarding the attributes of foreign clothing.
Practical implications
The work therefore provides companies operating in the foreign clothing market the confidence to devise business strategies that focus on the channel demonstrating the highest influencing power. A strategy likely to have the highest influencing power is one that uses celebrities to promote the reputation of products and reinforce the messages associated with status and social recognition. Reinforcement of these strategies could include secondary strategies linked to the other channels such as the one related to the adoption of foreign cultural symbolism.
Originality/value
In contrast to the majority of related studies, this investigation also explores indirect channels or paths by which a behavioural driver affects the behaviour of young Chinese consumers. In fact, this investigation not only simultaneously identified the different paths influencing young Chinese consumers purchasing behaviour but also quantitatively identified their relative importance.
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