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

Smith, Joanne R. and Liu, Shuang and Liesch, Peter and Callois, Cindy and 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. ISSN 1441-3582

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.


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Item Type: Article (Commonwealth Reporting Category C)
Refereed: Yes
Item Status: Live Archive
Additional Information: Permanent restricted access to Published version, due to publisher's copyright restrictions. Copyright 2010 Australian and New Zealand Marketing Academy. Paper published by Elsevier
Depositing User: epEditor USQ
Faculty / Department / School: Current - USQ Other
Date Deposited: 02 Apr 2012 12:22
Last Modified: 03 Jul 2013 01:03
Uncontrolled Keywords: China; consumer behavior; consumer beliefs; country of origin; theory of planned behavior
Fields of Research (FOR2008): 15 Commerce, Management, Tourism and Services > 1505 Marketing > 150501 Consumer-Oriented Productor Service Development
17 Psychology and Cognitive Sciences > 1702 Cognitive Sciences > 170202 Decision Making
16 Studies in Human Society > 1604 Human Geography > 160401 Economic Geography
15 Commerce, Management, Tourism and Services > 1505 Marketing > 150503 Marketing Management (incl. Strategy and Customer Relations)
Socio-Economic Objective (SEO2008): B Economic Development > 91 Economic Framework > 9104 Management and Productivity > 910403 Marketing
Identification Number or DOI: doi: 10.1016/j.ausmj.2010.07.001
URI: http://eprints.usq.edu.au/id/eprint/20778

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