Through the lenses of culture

Chinese consumers' intentions to purchase imported products

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

*Corresponding author for this work

Research output: Contribution to journalArticle

17 Citations (Scopus)

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.

Original languageEnglish
Pages (from-to)1237-1250
Number of pages14
JournalJournal of Cross-Cultural Psychology
Volume42
Issue number7
DOIs
Publication statusPublished - Oct 2011
Externally publishedYes

Keywords

  • Chinese consumers
  • ingroup influence
  • product perception
  • purchase intention
  • self-identity

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