The role of behavioral, normative, and control beliefs in the consumption of Australian products and services by Chinese consumers

Article


Smith, Joanne R., Liu, Shuang, Liesch, Peter, Callois, Cindy, Yi, Ren and Daly, Stephanie. 2010. "The role of behavioral, normative, and control beliefs in the consumption of Australian products and services by Chinese consumers." Australasian Marketing Journal. 18 (4), pp. 206-213. https://doi.org/10.1016/j.ausmj.2010.07.001
Article Title

The role of behavioral, normative, and control beliefs in the consumption of Australian products and services by Chinese consumers

ERA Journal ID19788
Article CategoryArticle
AuthorsSmith, Joanne R. (Author), Liu, Shuang (Author), Liesch, Peter (Author), Callois, Cindy (Author), Yi, Ren (Author) and Daly, Stephanie (Author)
Journal TitleAustralasian Marketing Journal
Journal Citation18 (4), pp. 206-213
Number of Pages8
Year2010
PublisherSAGE Publications Ltd
Place of PublicationOxford, United Kingdom
ISSN1441-3582
1839-3349
Digital Object Identifier (DOI)https://doi.org/10.1016/j.ausmj.2010.07.001
Abstract

This study reports an application of the theory of planned behavior as a framework to investigate how beliefs influence purchase decisions of Chinese consumers. Data were obtained from an online survey (N = 2002) that assessed respondents’ behavioral, normative, and control beliefs in relation to their intentions to purchase Australian products and/or services. The multivariate analysis revealed significant difference in beliefs of people who intended to purchase Australian products and/or services compared to people who did not intend to purchase them. Purchase intentions were associated with a favorable cost-benefit analysis, greater perceptions of normative support for the behavior, and lower perceptions of the extent to which barriers would impede performance of the behavior. Implications for theory and marketing practice are discussed.

KeywordsChina; consumer behavior; consumer beliefs; country of origin; theory of planned behavior
ANZSRC Field of Research 2020350602. Consumer-oriented product or service development
520402. Decision making
440603. Economic geography
350605. Marketing management (incl. strategy and customer relations)
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Byline AffiliationsUniversity of Exeter, United Kingdom
University of Queensland
Office of Research
Middle Kingdom, Australia
Institution of OriginUniversity of Southern Queensland
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