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 TypePaper
AuthorsLiu, Shuang (Author), Liesch, Peter W. (Author), Smith, Joanne R. (Author), Gallois, Cindy (Author), Yi, Ren (Author) and Daly, Stephanie (Author)
EditorsPedersen, Torben and Kiyak, Tunga
Journal or Proceedings TitleProceedings of the 51st Annual Meeting of the Academy of International Business: Is the World Flat or Spiky? Implications for International Business
Number of Pages27
Year2009
Place of PublicationEast Lansing, MI, USA
Web Address (URL) of Paperhttp://aib.msu.edu/events/2009/AIB_2009_Proceedings.pdf
Conference/Event51st 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.

Keywordspurchasing intention, marketing,consumer behaviour, Chinese consumers
ANZSRC Field of Research 2020350706. International business
Public Notes

(c) 2009 Academy of International Business.

Byline AffiliationsUniversity of Queensland
University of Exeter, United Kingdom
Office of Research and Higher Degrees
Middle Kingdom, Australia
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