Through the lens of culture: Chinese consumers' intentions to purchase imported products

Liu, Shuang and Smith, Joanne R. and Liesch, Peter W. and Gallois, Cindy and Ren, Yi and Daly, Stephanie (2011) Through the lens of culture: Chinese consumers' intentions to purchase imported products. Journal of Cross-Cultural Psychology, 42 (7). pp. 1237-1250. ISSN 0022-0221

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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.

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Item Type:	Article (Commonwealth Reporting Category C)
Refereed:	Yes
Item Status:	Live Archive
Additional Information:	First published online : 30 Nov 2010 Permanent restricted access to published version due to publisher copyright policy.
Faculty / Department / School:	Current - USQ Other
Date Deposited:	14 Jun 2011 03:17
Last Modified:	19 Aug 2014 05:32
Uncontrolled Keywords:	international marketing; Chinese consumers; ingroup influence; product perception; purchase intention; self-identity
Fields of Research :	15 Commerce, Management, Tourism and Services > 1505 Marketing > 150501 Consumer-Oriented Productor Service Development 17 Psychology and Cognitive Sciences > 1701 Psychology > 170113 Social and Community Psychology 14 Economics > 1403 Econometrics > 140301 Cross-Sectional Analysis
Socio-Economic Objective:	B Economic Development > 91 Economic Framework > 9104 Management and Productivity > 910403 Marketing
Identification Number or DOI:	10.1177/0022022110383315
URI:	http://eprints.usq.edu.au/id/eprint/6618

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