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/*****In today's world, online shopping is inseparable from people's lives. In the absence of academic papers on cross-cultural and consumer behaviour in the online context, this paper utilises Hofstede's cultural theory to describe and explain consumer behaviour in online shopping across Austria and China. The comparison reveals whether there are differences in the behavioural habits of consumers in the two countries regarding online shopping. To be applied quantitative analysis, this paper poses six hypothetical questions on the five dimensions of Hofstede. With questionnaires, 189 valid samplings were acquired from Austria and 189 from China, and the six hypotheses were compared mainly using the Mann-Whitney U test. The hypothesis of individualism versus collectivism was found not statistically significant, the other five were significant, but the hypothesis of masculinity did not agree with the Hofstede score results and was not accepted. The four hypotheses that were significant and accepted were power distance, uncertainty avoidance and long-term orientation. The results of these four hypotheses are consistent with Hofstede cultural theory, showing that Austrian consumers with small power distance scores are more willing to have the membership of online purchases. They have a high uncertainty avoidance culture which has a greater need for trust in websites. In contrast, in cultures with a long-term orientation, like China, consumers are more willing to experiment with innovation in online shopping. The empirical results provide up-to-date data across Austria and China on this topic and provide insights for local and international brands.
Seminar paper from the year 2004 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,0, Nürtingen University, language: English, abstract: The study of consumer behavior is about much more than just people buying things. It is about the study of ‘why’ people buy things, about their needs and desires. Possessions influence the way people feel about themselves and on the other hand, people’s culture, lifestyle and social settings influence their purchasing decisions. “Culture is the lens through which people view products” (Solomon, 1999, p.495). Today, almost all major companies are marketing their products beyond their original homeland borders. The question is generally not whether to market a brand in other countries but rather how to do it (Schiffmann, 2003). The field of consumer behavior is young and dynamic. In order to understand why people buy certain products or services, marketers must understand the differences between the consumers of different cultures – „cross-cultural“ differences. Especially in times of globalization and internationalization it is very important to develop effective marketing strategies for foreign markets, to define consumption motives, goals and desires. Communication and advertising messages should then be adapted accordingly to the specific values of particular cultures. Sensitivity towards these cultural differences can provide sales- and profit opportunities (Schiffmann, 2003). However this sensitivity can only come from understanding the underlying dimensions of culture. The key for success and the challenges to face for companies in any business will be to constantly watch and adapt to the changing cultural values, changing consumption patterns and lifestyles. To write about the ”American” or “European” consumer might be challenging in some way, because the general theories about sociological or psychological influences on consumer behavior are common to all Western countries. On the other hand, the ways in which people live their consumption life can already vary greatly within one country only. Thus, one could assume that numerous larger differences exist between the citizens of different nations. “The United States is, without a doubt, the most important country to understand, yet it is the most misunderstood country in the world” (“Release of the Special Issue of the USA 2002”, 2002). Because of this, the risk of missing the American target is high. Vice versa, many Americans miss the target in operating effectively in foreign countries (Ting-Toomey, 1999). [...]
This research explored the relationship between product evaluation processes and the cultural orientations of consumers from different regions of China. Specifically, it examined (i) if differences exist in the product evaluation characteristics of consumers from different regions of China; (ii) if differences exist in the cultural orientations of consumers from different regions of China, and (iii) if the differences in cultural orientations among Chinese consumers are associated with differences in product evaluation processes. By increasing our understanding of product evaluation behaviour across different regions within China, the current research has contributed to both business and theory. Further, it examines the link between culture and product evaluation, a subject which is frequently treated as implicit in studies of international consumer behaviour. -- The study was based on Hofstede's cultural framework consisting of both etic (power distance, uncertainty avoidance, individualism-collectivism and masculinity-femininity) and emic (long- vs short-term orientation) dimensions. The five cultural indices (PDI, UAI, IDV, MAS, LTO) from Hofstede's framework were adopted as measures of the five corresponding cultural dimensions. -- From a sample survey of consumers in three diverse Chinese locations (Hong Kong, Shanghai and Chongqing), groups displaying varying levels on Hofstede's cultural indices were examined for differences, if any, in their product evaluation processes. Domestic air-conditioner was chosen as a hypothetical product. Data were analysed using quantitative techniques including ANOVA and SEM. Two models were developed in this research: the product evaluation model and the product evaluation cultural model. -- The research produced two main findings. First, Chinese groups, categorised by cities, show significant differences in their product evaluation characteristics. Second, there are significant differences among Chinese groups categorised by cities in two cultural dimensions, UAI and LTO, and marginal differences for PDI, while no significant differences could be measured for the remaining two dimensions of IDV and MAS. Possible interpretations of these results are that the differences in product evaluation could be linked to the differences in cultural value orientations, or that there could be differences in product evaluation characteristics among different cultural groups. However, groups of Chinese consumers in this study displaying differences in Hofstede's cultural dimensions do not differ significantly in their product evaluation processes, suggesting that, for the products and locations studied in this researh, the differences in culture are not associated with differences in product evaluation. An alternative interpretation of the results is that, if cultural differences can explain the differences in product evaluation processes, these differences are not measurable by applying Hofstede's five-dimensional culture model using the current research methodology and conditions. Implications for management and for future research are also discussed.
"Face" in China is one of the country's most traditional social and cultural factors. Generally, "Face" in Chinese social life represents the image of a person's social self (through the thesis I will use Face with a capitalised F to represent this specific concept). Many studies have indicated that in China Face influences consumption, and specifically, relates it to conspicuous consumption (Bao, Zhou, & Su, 2003; J.J. Li & Su, 2007; Monkhouse, Bradley R, & Stephan, 2012; N. Wong, Y. & Ahuvia, 1998). However, Chinese Face is a very general concept. This thesis specifically classifies which type of Chinese Face particularly influences consumption among other types: moral Face (Lien), social Face (Mien-tzu), renqing Face and interaction Face. These are types of Face that are referred to in existing studies and research. I name the type of Face that relates to consumption, "Consumption Face". The aim of my study is to clarify the influence and role of Consumption Face on Chinese consumption patterns, the mechanism by which these patterns take place, and also consider how they will develop in future. I review the geopolitical nature of China as well as Chinese culture from ideology to values and norms, and in particular, the socio-political changes that occurred after the establishment of the Peoples Republic of China as background regarding the formation of Face and the place of consumption in current Chinese life. The recent rapid development of consumption in China and social needs in modern China increase the importance of identifying and conceptualising Consumption Face. This is from the basis that Chinese tend to strive for self-actualisation by using consumption to signal their social status and wealth. To do this on the basis of a broad literature review, this thesis aims to define Consumption Face and to develop a three-dimensional construct of it as a foundation for further analysis. Following the trend of globalisation and commercialisation after the late-1970s when China opened its economy, Chinese people were considered, or hypothesised by Western scholars and others, to be more Westernised. Young Chinese especially are now considered to be more individualistic, and thus less influenced by Face than was the situation in the former traditional collectivistic Chinese society. To study the influence of Consumption Face on consumption now and in the future, I conducted a series of studies to answer two questions: 1. To what extent does Consumption Face influence purchase decisions between different categories of products and brands? 2. To what extent does the influence of Consumption Face on purchase decisions differ between young consumers and preceding generations? To do this, I developed a Consumption Face Influence (CFI) measurement. I used this measurement construct to test different age cohorts for their consumption behaviour in regard to the purchase of luxuries and necessities. This test crossed the contexts of public consumption and private consumption. The test was also applied to measure CFI across the contexts of product categories and brands. The findings do not support the hypothesis that young Chinese consumers are less influenced by Consumption Face than their parents and older generations. CFI was even stronger for young Chinese than for their preceding generation for luxury consumption. The results also reveal that the dominant motivation for Chinese conspicuous consumption is not conspicuousness, but instead conformity. Simply using theories formulated by Western scholars to understand Chinese consumer behaviour may be misleading. Consequently, from a practical perspective, trading with China, doing business with Chinese, and undertaking marketing targeted at China, could and should engage and apply knowledge of Chinese consumption behaviour and understand behaviour related to Face. This thesis contributes to marketing literature by identifying and conceptualising a new type of social influence toward consumption patterns which is becoming vital in China but which tends to be overlooked due to its implicit attribute. My research verifies that Consumption Face exists and profoundly influences the purchasing behaviour of young modern Chinese. It also contributes to the Face research field by classifying different types of Face for future relevant research to help specify their research scope, and by adding one more conceptualisation to the theory: Consumption Face. The conceptualisation of Consumption Face provides a new tool to investigate and analyse Chinese marketing phenomena, both as applied by them and applied to them, within substantial and sound interpretive dimensions. The tool could complement relevant research that applies Western developed concepts. This thesis suggests a developed measurement set of CFI that can help further research in the future; not only the research of Chinese in China, but also research applying to Chinese immigrants in overseas countries as well as to cross-cultural studies applied to other ethnicities.
Global Perspectives in Cross-Cultural and Cross-National Consumer Research deals with several important issues crucial for greater understanding of international and cross-cultural consumer behavior. This understanding in turn can provide international marketers with valuable insights, such as conditions under which globalization may or may not work. The coverage in this book is interdisciplinary in nature, and the chapters discuss several constructs (intermediary variables, processes, and also other environmental influences) related to social, personal, and psychological components or consequences of culture.The book begins with a conceptual model of the effect of culture on consumer behavior, with the components and consequences of the cultural influences clearly identified in terms of social, personal, and psychological factors. The following chapters discuss general issues related to globalization and standardization, present conceptual approaches to propositions relating to multicultural contexts, and address consumer complaining behavior and responses to advertising. There are five chapters on empirical and methodological studies conducted in specific pairs of countries, with data obtained from Canada, Denmark, Japan, Germany, Poland, Romania, and the United States. In presenting readers with new information, Global Perspectives in Cross-Cultural and Cross-National Consumer Research spans these specific topics: the nature of cultural influence on consumer behavior globalization versus customization of international marketing strategy individualism versus collectivism right versus left symbolism product involvement consumer response to information technology interdependent versus independent cultures The contributors are well-known scholars in the international/cross-cultural marketing field; their chapters present state-of-the-art developments in this area. The coverage of the material is interdisciplinary in nature and is likely to benefit a broad audience, especially academic researchers in international or cross-cultural consumer research and librarians of research-oriented schools, universities, or organizations.
The "Cross-Cultural Customer Satisfaction in E-commerce Study" aims to explore and understand the dynamics of customer satisfaction in the context of electronic commerce across different cultures. With the growing prevalence of e-commerce, understanding how customer satisfaction varies across cultures becomes crucial for businesses operating in global markets. Cultural factors, such as values, norms, and beliefs, can significantly influence customers' expectations, perceptions, and satisfaction levels in online shopping experiences. This research investigates the impact of culture on customer satisfaction by analyzing various dimensions, including website usability, product quality, customer service, delivery speed, and overall shopping experience. By examining these factors across different cultural contexts, researchers seek to identify commonalities and differences in customer satisfaction and gain insights into the underlying mechanisms. The study adopts a mixed-methods approach, combining quantitative surveys and qualitative interviews with participants from diverse cultural backgrounds. This approach allows for both statistical analysis of survey responses and in-depth exploration of cultural nuances and customer perspectives. The findings of this study have implications for businesses operating in the e-commerce sector. By understanding the cultural drivers of customer satisfaction, companies can tailor their strategies and offerings to meet the specific needs and preferences of customers from different cultures. This can involve adapting website design, improving customer service practices, or customizing product offerings to align with cultural expectations. Moreover, this research contributes to the existing literature on cross-cultural consumer behavior and enhances our understanding of the complex relationship between culture and customer satisfaction in the e-commerce domain. Ultimately, it provides valuable insights for businesses seeking to improve customer satisfaction and build successful cross-cultural e-commerce strategies.
This study was to examine Chinese college students' online purchasing behaviors in comparison to their counterparts in the United States. The study supported overseas business organizations to identify e-Commerce infrastructure aspects that were functioning well.
• The first national large-scale questionnaire survey on social media advertising attitudes in mainland China • Combines knowledge of sociology, psychology, communication, advertising with other disciplines to develop a general frame to evaluate consumers’ social media attitudes • By introducing cultural perspective, this book found U-shaped and inverted the U-shaped relationship in the Chinese context, which provides non-western didactical perspectives for scholars to explore
The development of the Internet has generated an impact on the online marketing world widely. To be aware and sensitive about the cultural differences and consumer's web behavior are major premises for success in the global online marketplace. This study is an examination of attitudes toward the web in terms of Hofstede's five cultural dimensions and consumers' goal-oriented vs. experiential use of the web. This study examines the attitudes toward the web of 108 Korean students and 88 American students while they are doing survey browsing either Nike.com website or Niketown.com website. The results of multivariate analysis of covariance show the differences between ethnicity and cultural dimensions and between ethnicity and attitudes toward the web. The results of multiple regression analysis indicate that cultural dimensions and consumers' web behavior create positive or negative attitudes toward the web when engaging in online shopping. For instance, when consumers have a high experiential use of the web or a high long-term orientation dimension, attitudes are more positive towards certain websites. It is hoped that the findings of this study not only contribute to current literature, but also serve the practical purpose of influencing e-commerce website design for the apparel business.