Through the lens of culture: Chinese consumers' intentions to purchase imported products

Article


Liu, Shuang, Smith, Joanne R., Liesch, Peter W., Gallois, Cindy, Ren, Yi and Daly, Stephanie. 2011. "Through the lens of culture: Chinese consumers' intentions to purchase imported products." Journal of Cross-Cultural Psychology. 42 (7), pp. 1237-1250. https://doi.org/10.1177/0022022110383315
Article Title

Through the lens of culture: Chinese consumers' intentions to purchase imported products

ERA Journal ID6386
Article CategoryArticle
AuthorsLiu, Shuang (Author), Smith, Joanne R. (Author), Liesch, Peter W. (Author), Gallois, Cindy (Author), Ren, Yi (Author) and Daly, Stephanie (Author)
EditorsPedersen, Torben and Kiyak, Tunga
Journal TitleJournal of Cross-Cultural Psychology
Journal Citation42 (7), pp. 1237-1250
Number of Pages14
Year2011
Place of PublicationThousand Oaks, CA, United States
ISSN0022-0221
1552-5422
Digital Object Identifier (DOI)https://doi.org/10.1177/0022022110383315
Web Address (URL)http://jcc.sagepub.com/content/42/7/1237
Abstract

This study examines the influence of culture on Chinese consumers’ intentions to purchase Australian products. Data were obtained from an online survey completed by 3,171 respondents across 20 cities in China. Results indicate that ingroup influence, product perception, but not marketing efforts have a significant main effect on purchase intentions. In addition, ingroup influence moderates the effects of product perception and marketing efforts on intentions. When ingroup influence is low, product perception has a greater impact on purchase intention than when ingroup influence is high. Similarly, marketing efforts have a greater impact on purchase intention when ingroup influence is low than when it is high. In addition, self-identity as a consumer of imported products also moderates the strength of association between product perception and purchase intention. When self-identity is low, product perception has a greater impact on purchase intention than when self-identity is high. Implications of the findings for theory and practice, in the context of trade between an individualistic culture like Australia and a collectivistic one like China, are discussed.

Keywordsinternational marketing; Chinese consumers; ingroup influence; product perception; purchase intention; self-identity
ANZSRC Field of Research 2020350602. Consumer-oriented product or service development
520599. Social and personality psychology not elsewhere classified
380201. Cross-sectional analysis
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Byline AffiliationsUniversity of Queensland
University of Exeter, United Kingdom
Office of Research and Higher Degrees
Middle Kingdom, Australia
EventKnowledge Development and Exchange in International Business Networks
Event Details
Knowledge Development and Exchange in International Business Networks
Event Date
27 to end of 30 Jun 2009
Event Location
San Diego, CA. United States
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