TY - JOUR
T1 - Chinese (vs. U.S.) consumer behavior
T2 - A cross-cultural comparison of the evaluation of retail stores
AU - Ettenson, Richard
AU - Wagner, Janet
PY - 1991/8/21
Y1 - 1991/8/21
N2 - The conversion of the People's Republic of China (PRC) to a system of market socialism has been referred to as “ the largest field experiment in consumer behavior ever undertaken.” One manifestation of this is the emergence of a growing number of privately owned retail establishments. Kindel's (1983) model of Chinese consumer behavior was used to develop research hypotheses concerning differences in the evaluation and selection of retail stores by Chinese and American consumers. Conjoint analysis was employed to model the decision-making of a convenience sample of subjects from each country. Consistent with Kindel's model, the Chinese were found to place greater emphasis than their American counterparts on convenience of location and salesperson's manner, and less emphasis on the stores return policy. Contrary to expectations, American subjects were more concerned than the Chinese with merchandise quality.
AB - The conversion of the People's Republic of China (PRC) to a system of market socialism has been referred to as “ the largest field experiment in consumer behavior ever undertaken.” One manifestation of this is the emergence of a growing number of privately owned retail establishments. Kindel's (1983) model of Chinese consumer behavior was used to develop research hypotheses concerning differences in the evaluation and selection of retail stores by Chinese and American consumers. Conjoint analysis was employed to model the decision-making of a convenience sample of subjects from each country. Consistent with Kindel's model, the Chinese were found to place greater emphasis than their American counterparts on convenience of location and salesperson's manner, and less emphasis on the stores return policy. Contrary to expectations, American subjects were more concerned than the Chinese with merchandise quality.
UR - http://www.scopus.com/inward/record.url?scp=84928834679&partnerID=8YFLogxK
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U2 - 10.1300/J046v03n03_03
DO - 10.1300/J046v03n03_03
M3 - Article
AN - SCOPUS:84928834679
SN - 0896-1530
VL - 3
SP - 55
EP - 71
JO - Journal of International Consumer Marketing
JF - Journal of International Consumer Marketing
IS - 3
ER -