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

Joanne R. Smith*, Shuang Liu, Peter Liesch, Cindy Callois, Ren Yi, Stephanie Daly

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

1 Citation (Scopus)

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.

Original languageEnglish
Pages (from-to)206-213
Number of pages8
JournalAustralasian Marketing Journal
Volume18
Issue number4
DOIs
Publication statusPublished - Nov 2010
Externally publishedYes

Keywords

  • China
  • Consumer behavior
  • Consumer beliefs
  • Country of origin
  • Theory of planned behavior

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