Do cultural differences really matter in consumer behaviour? Chinese evidence

Charles Chin Chiu Tam; Greg Elliott

Do cultural differences really matter in consumer behaviour? Chinese evidence

Charles Chin Chiu Tam, Greg Elliott

Research output: Chapter in Book/Report/Conference proceeding › Conference proceeding contribution › peer-review

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Abstract

This paper explores the relationship between product evaluation processes and the cultural orientations of consumers from different regions of China. Specifically, it examines, firstly, if differences exist in the cultural orientations of consumers from different regions of China and secondly, if the differences in cultural orientation among Chinese consumers are associated with differences in product evaluation processes. From a sample of consumers in three Chinese locations (Hong Kong, Shanghai and Chongqing), groups displaying varying levels on Hofstede’s cultural indices were examined for differences, if any, in their product evaluation processes. Results indicate that groups of Chinese consumers displaying differences in Hofstede’s cultural dimensions do not differ significantly in their product evaluation processes.

Original language	English
Title of host publication	ANZMAC 2007
Subtitle of host publication	proceedings : 3Rs - reputation, responsibility and relevance
Editors	Maree Thyne, Kenneth R. Deans, Juergen Gnoth
Place of Publication	Dunedin, N.Z.
Publisher	University of Otago
Pages	3534-3542
Number of pages	9
ISBN (Print)	9781877156299
Publication status	Published - 2007
Event	Australian and New Zealand Marketing Academy Conference (2007) - Dunedin, New Zealand Duration: 3 Dec 2007 → 5 Dec 2007

Conference

Conference	Australian and New Zealand Marketing Academy Conference (2007)
City	Dunedin, New Zealand
Period	3/12/07 → 5/12/07

Access to Document

Author final versionAccepted author manuscript, 93.9 KBLicence: Unspecified

http://conferences.anzmac.org/ANZMAC2007/papers/Elliott_1.pdf

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Cite this

@inproceedings{8a24e09adebb41bab34784b2d486870a,

title = "Do cultural differences really matter in consumer behaviour? Chinese evidence",

abstract = "This paper explores the relationship between product evaluation processes and the cultural orientations of consumers from different regions of China. Specifically, it examines, firstly, if differences exist in the cultural orientations of consumers from different regions of China and secondly, if the differences in cultural orientation among Chinese consumers are associated with differences in product evaluation processes. From a sample of consumers in three Chinese locations (Hong Kong, Shanghai and Chongqing), groups displaying varying levels on Hofstede{\textquoteright}s cultural indices were examined for differences, if any, in their product evaluation processes. Results indicate that groups of Chinese consumers displaying differences in Hofstede{\textquoteright}s cultural dimensions do not differ significantly in their product evaluation processes.",

author = "Tam, {Charles Chin Chiu} and Greg Elliott",

year = "2007",

language = "English",

isbn = "9781877156299",

pages = "3534--3542",

editor = "Maree Thyne and Deans, {Kenneth R.} and Juergen Gnoth",

booktitle = "ANZMAC 2007",

publisher = "University of Otago",

note = "Australian and New Zealand Marketing Academy Conference (2007) ; Conference date: 03-12-2007 Through 05-12-2007",

}

Tam, CCC & Elliott, G 2007, Do cultural differences really matter in consumer behaviour? Chinese evidence. in M Thyne, KR Deans & J Gnoth (eds), ANZMAC 2007: proceedings : 3Rs - reputation, responsibility and relevance. University of Otago, Dunedin, N.Z., pp. 3534-3542, Australian and New Zealand Marketing Academy Conference (2007), Dunedin, New Zealand, 3/12/07. <http://conferences.anzmac.org/ANZMAC2007/papers/Elliott_1.pdf>

Do cultural differences really matter in consumer behaviour? Chinese evidence. / Tam, Charles Chin Chiu; Elliott, Greg.

ANZMAC 2007: proceedings : 3Rs - reputation, responsibility and relevance. ed. / Maree Thyne; Kenneth R. Deans; Juergen Gnoth. Dunedin, N.Z. : University of Otago, 2007. p. 3534-3542.

Research output: Chapter in Book/Report/Conference proceeding › Conference proceeding contribution › peer-review

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AU - Elliott, Greg

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N2 - This paper explores the relationship between product evaluation processes and the cultural orientations of consumers from different regions of China. Specifically, it examines, firstly, if differences exist in the cultural orientations of consumers from different regions of China and secondly, if the differences in cultural orientation among Chinese consumers are associated with differences in product evaluation processes. From a sample of consumers in three Chinese locations (Hong Kong, Shanghai and Chongqing), groups displaying varying levels on Hofstede’s cultural indices were examined for differences, if any, in their product evaluation processes. Results indicate that groups of Chinese consumers displaying differences in Hofstede’s cultural dimensions do not differ significantly in their product evaluation processes.

AB - This paper explores the relationship between product evaluation processes and the cultural orientations of consumers from different regions of China. Specifically, it examines, firstly, if differences exist in the cultural orientations of consumers from different regions of China and secondly, if the differences in cultural orientation among Chinese consumers are associated with differences in product evaluation processes. From a sample of consumers in three Chinese locations (Hong Kong, Shanghai and Chongqing), groups displaying varying levels on Hofstede’s cultural indices were examined for differences, if any, in their product evaluation processes. Results indicate that groups of Chinese consumers displaying differences in Hofstede’s cultural dimensions do not differ significantly in their product evaluation processes.

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