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

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.