Through the eyes of Chinese: the theory of planned behaviour and Chinese consumer behaviour in relation to Australian products and services

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

Research output: Chapter in Book/Report/Conference proceedingConference proceeding contributionpeer-review

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Abstract

An expanded theory of planned behaviour (TPB) model was used to examine the influence of attitudes, subjective norms, perceived behavioural control, self-identity, and past behaviour on Chinese consumers' intention to purchase Australian products and/or services. Data were obtained via an electronic survey completed by 3,171 respondents in China. Hierarchical multiple regression analyses revealed support for the ability of the expanded TPB model to predict Chinese consumers' intentions to purchase Australian products and services. Specifically, attitudes, subjective norms, perceived behavioural control, self-identity, and past behaviour all predicted purchase intentions.
Original languageEnglish
Title of host publicationSustainable Management and Marketing
Subtitle of host publicationANZMAC 2009 Conference Proceedings
EditorsD. Tojib
Place of PublicationMelbourne
PublisherANZMAC
Pages1-8
Number of pages8
ISBN (Print)1863081585
Publication statusPublished - 2009
EventAustralian and New Zealand Marketing Academy Conference (2009) - Melbourne
Duration: 30 Nov 20092 Dec 2009

Conference

ConferenceAustralian and New Zealand Marketing Academy Conference (2009)
CityMelbourne
Period30/11/092/12/09

Keywords

  • attitude
  • behaviour
  • consumer
  • intention

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