Chinese consumers' intentions to purchase foreign products and advertising in China

Liu, Shuang, Smith, Joanne R. and Gallois, Cindy (2013) Chinese consumers' intentions to purchase foreign products and advertising in China. China Media Research, 9 3: 33-41.

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Name Description MIMEType Size Downloads
Author Liu, Shuang
Smith, Joanne R.
Gallois, Cindy
Title Chinese consumers' intentions to purchase foreign products and advertising in China
Journal name China Media Research
ISSN 1556-889X
1932-3476
Publication date 2013-07
Sub-type Article (original research)
Open Access Status
Volume 9
Issue 3
Start page 33
End page 41
Total pages 9
Place of publication Lansing, MI, United States
Publisher Marsland Press
Collection year 2014
Language eng
Formatted abstract
The influx of foreign products and brands into China has resulted in increased encounters with such products in Chinese consumers' everyday lives. This study employs the expanded model of the theory of planned behavior (TPB) to examine how self-identity, attitudes, subjective norms, and perceived behavioral control influences Chinese consumers' intentions to purchase foreign products. A large-scale online survey was administered to Chinese respondents (N = 3,171) across 21 cities and provinces in China. Path analysis using AMOS supports the ability of the expanded TPB model to predict Chinese consumers' intentions to purchase foreign products and services. Given that social and normative factors emerged as a strong predictor of intentions, foreign firms that are positioned to promote their products in China may work to increase the perception that consumption is both common among fellow Chinese people and is approved of by other Chinese people. Opinion leaders in workplaces and communities who can extol the virtues of foreign products and services could contribute to advertising foreign products in China.
Keyword Advertising
Chinese consumers
Australian products
Self-identity
Theory of planned behavior
Q-Index Code C1
Q-Index Status Confirmed Code
Institutional Status UQ

 
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Created: Mon, 23 Sep 2013, 15:03:11 EST by Dr Shuang Liu on behalf of School of Journalism and Communication