Through the lenses of culture: impact of collectivism orientation on Chinese consumers' intentions to purchase Australian products and services

Paper

Liu, Shuang, Liesch, Peter W., Smith, Joanne R., Gallois, Cindy, Yi, Ren and Daly, Stephanie. 2009. "Through the lenses of culture: impact of collectivism orientation on Chinese consumers' intentions to purchase Australian products and services." Pedersen, Torben and Kiyak, Tunga (ed.) 51st Annual Meeting of the Academy of International Business. San Diego, United States 27 - 30 Jun 2009 East Lansing, MI, USA.

Paper/Presentation Title	Through the lenses of culture: impact of collectivism orientation on Chinese consumers' intentions to purchase Australian products and services
Presentation Type	Paper
Authors	Liu, Shuang (Author), Liesch, Peter W. (Author), Smith, Joanne R. (Author), Gallois, Cindy (Author), Yi, Ren (Author) and Daly, Stephanie (Author)
Editors	Pedersen, Torben and Kiyak, Tunga
Journal or Proceedings Title	Proceedings of the 51st Annual Meeting of the Academy of International Business: Is the World Flat or Spiky? Implications for International Business
Number of Pages	27
Year	2009
Place of Publication	East Lansing, MI, USA
Web Address (URL) of Paper	http://aib.msu.edu/events/2009/AIB_2009_Proceedings.pdf
Conference/Event	51st Annual Meeting of the Academy of International Business
Event Details	51st Annual Meeting of the Academy of International Business Event Date 27 to end of 30 Jun 2009 Event Location San Diego, United States
Abstract	This study reports on the influence of collectivist culture on Chinese consumers’ intention to purchase Australian products and services. Data were obtained from a large-scale online survey completed by 3,171 respondents across over 20 cities and provinces in the People’s Republic of China. Results indicated that ingroup influence and product perception, but not marketing efforts, had a significant positive effect on purchasing intention. Selfidentity as a consumer of imported products had a main effect on purchasing intention and also moderated the strength of association between ingroup influence and intention and between product perception and intention. When self-identity was low, both ingroup influence and product perception had a greater impact on purchase intention than when self-identity was high. These findings have important implications for international business practitioners given that word-of-mouth communication might be more effective than marketing efforts in increasing Chinese consumers’ intention to purchase Australian products and services.
Keywords	purchasing intention, marketing,consumer behaviour, Chinese consumers
ANZSRC Field of Research 2020	350706. International business
Public Notes	(c) 2009 Academy of International Business.
Byline Affiliations	University of Queensland
	University of Exeter, United Kingdom
	Office of Research and Higher Degrees
	Middle Kingdom, Australia

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