文化价值观对独生代行为的影响及营销启示

在对消费行为的研究中,文化价值观对消费行为产生的影响越来越受到人们的关注。不同世代有自己的价值观和人生定位,这也会对消费行为产生的影响。从文化价值观的五个维度的分析入手,介绍了中国独生代的文化价值观的特点,及其对于消费者行为产生的影响。最后总结出营销启示。     

基于价值观差异的跨文化营销研究

本文首先从文化和价值观的概念和关系入手,通过分析价值观的差异对消费者的消费观念和购买行为的影响,进而提出基于价值观差异的跨文化营销的基本路径。     

价值观对消费者环保购买行为的影响

在消费者环保购买行为的决定因素中,价值观起到其他因素无法替代的作用。本文从价值观的含义入手,聚焦于环境价值观对消费者环保购买行为的影响,从利己、利他、生态价值观体系及其相关测量量表的角度,通过三条路径揭示了环境价值观对消费者的环保购买行为起到的具体影响作用,并指出虽然环境价值观主要是通过间接地影响态度、信念等因素而发挥作用的,但是其潜移默化且影响时间深远的作用是政府、企业乃至消费者本人都不可忽视的。     

普遍价值观影响下消费者对于汽车的冲动性购买探究

在发达的市场经济推动下,冲动性购买已普遍存在于每个消费者的购买行为。合理利用消费者的冲动购买心理,是商家获得巨大商业利润的有效途径。本文研究冲动性购买的定义,运用Schwartz的普遍价值观理论,分析消费者冲动性购买的类型,并简要分析影响冲动性购买的因素。     

论文化价值观对消费者行为的影响

本文通过对文化及文化价值观的形成、内涵的阐述,深度剖析了文化价值观和消费者行为之间的紧密联系,并认为产品愈来愈多地带有文化属性,折射出了文化对消费的深层次影响。     

我国消费者生态购买行为影响机制

消费者的生态购买行为是构建生态消费模式的基础和重要组成部分。而现阶段我国消费者生态购买意愿相对不足,已有文献也缺乏基于中国情境的生态购买行为实证研究。基于此,本文首次在中国情境下对消费者生态购买行为的影响机制进行探讨。研究结果表明,我国消费者生态购买行为主要受到心理和社会文化因素的影响。我国消费者的生态购买意愿取决于生态态度以及生态知识、生态价值观和生态情感等因素的交互作用。消费者的生态知识及生态情感能够直接驱动生态购买意愿与行为。因此,为提升我国生态消费水平、构建生态消费模式,应加强生态教育,提高消费者生态知识水平;倡导文明生活方式,构建生态消费价值观;促进生态体验,培育消费者的生态情感;建立全方位制度环境,强化消费者生态态度的形成。     

中国文化价值观的变化对消费者行为及企业管理的影响

中国经济飞速发展使中国融入世界的进程加快,各种文化价值观念在人们的思想领域相互撞击。人们越来越深刻的感受到在经济全球化的背景下,中国的文化价值观正发生着变化。社会经济关系和生产方式发生了重大变革而导致了传统价值观在现代转型中的更新。本文以文化价值观变化为背景,具体探讨消费者行为以及企业管理所体现的一些变化。     

中日文化价值观之比较

文化对人的心理和行为的影响归有三个层次,文化对人们的潜在假设的影响上是文化影响的最高层次,它决定着人们的知觉、思想过程、情感以及行为方式。这些很容易被人们的忽视的文化现象就是我们要研究的问题,文化的深层含义即文化价值观问题。本文主要从中国人和日本人的行为差异上,初浅地分析不同的文化价值观对人们行为的影响。     

白酒文化建设应与时俱进

我们高喊建设白酒文化的时候，应该时刻清醒：我们每天都在创造历史、创造文化、创造时尚和潮流，而消费者的价值观、消费观也随着不断创新的文化、时尚和潮流而发展。新的历史、新的文化和新的时尚，更接近消费者，更易形成消费者购买的理由。在此基础上建立白酒的品牌文化、营销文化，更有利于凸显品牌个性，有利于消费者的识别和接受，从而形成与时俱进的白酒消费文化。     

谈中国企业价值观维度及其来源

企业文化的研究对于推进中国企业的成长有着重要的意义,而价值观研究是研究中国企业文化特征的基础工作。本文回顾了关于中国企业文化维度的研究成果,并与西方企业价值观的维度做了比较,指出了企业价值观的三类来源:市场经济规律、社会主义核心价值观和中国传统文化。     

Identifying the key purchase factors for organic food among Chinese consumers

The current study primarily aims to identify the critical purchase factors that affect Chinese consumer purchase intention and purchase decision with regard to organic food consumption, in accordance with a modified theory of planned behavior and the alphabet theory. Specifically, this study builds a conceptual research framework by which to delve into the relationships between purchase factors and purchase intention, and elucidate the mediating roles of purchase factors in the relationships between purchase intention and purchase decision. Moreover, by leveraging a modified theory of planned behavior and the alphabet theory, the current study also determines the critical roles of subjective norms and reveals the information and knowledge that impact consumer attitude toward the purchase of organic food. The current study leverages the purposive sampling method and captures 310 records within Beijing, China. The results indicate that purchase attitude correlates positively with subjective norms and knowledge, while purchase intention correlates positively with purchase attitude, perceived behavior control, and food therapy culture. Furthermore, purchase intention can significantly mediate relationships between each of purchase attitude, perceived behavior control, food therapy culture, and purchase decision. Finally, we discuss the theoretical and practical significance of the framework, and propose subsequent research directions regarding organic food purchase behavior.     

Do values or goals better explain intent? A cross-national comparison

Among six major lines of inquiry on motivations, two theories are especially pertinent to consumer behavior studies: values and goals. Several studies show that consumer behavior can be predicted on the basis of values or goals; this study examines which are the stronger predictors by presenting a cross-cultural comparison of the values and goals that may influence the behavioral intentions of U.S., Chinese, and French students to study abroad. As a service, study abroad has financial implications, represents a choice, and competes with other educational products. Therefore, goals appear to explain behavioral intentions better than do values, except among U.S. students. The goals and values associated with behavioral intentions differ across cultures and have different perceived dimensions, such that items cluster on those dimensions with specific meanings, depending on the culture. The different influences of values and goals on behavioral intentions may help marketing managers design more efficient marketing strategies in international markets. This paper thus contributes to the marketing literature by suggesting that national cultures moderate the effect of values and goals on consumer intentions.     

Research on the influencing factors of consumers’ green purchase behavior in the post-pandemic era

The severe impact of the COVID-19 pandemic on the world has caused consumers to think about environmental issues. Although green products are very important to environmental sustainability, the factors that influence consumers' purchase behavior of green products is unclear. This study aims to explore the impact mechanism of social media marketing on consumers' green product purchase behavior in the post-pandemic era. Based on the theory of planned behavior (TPB), this study constructs an extended TPB model to understand the influencing factors of Chinese consumers' green product purchase behavior in the post-pandemic era. The empirical results of 489 questionnaires show that social media marketing, product knowledge and crisis awareness have a direct or indirect positive influence on purchase intentions. Perceived behavioral control and intentions have positive effects on behavior. The attribution of responsibility facilitates the relationship between intentions and behaviors. The results have important implications for enterprises’ sustainability strategies and provide a framework for investigating green buying behaviors in Chinese culture in the post-pandemic era.     

Antecedents of Taiwan Chinese Consumers’ Purchase Intentions Toward U.S.- and Japanese-Made Household Appliances

ABSTRACT

The purpose of this article is to understand the factors influencing Taiwan's Chinese consumers’ purchase intentions toward U.S. and Japanese household appliances. The authors attempt to develop and test a comprehensive model linking such purchase intentions to several constructs including Taiwan Chinese consumers’ openness to foreign cultures, consumer nationalism, product familiarity, traditional cultural values orientation, and product-country image. The result of analysis using structural equation modeling shows that consumer nationalism has a strong indirect effect on purchase intention via the product-country image construct. Taiwan Chinese consumers’ traditional cultural values orientation and openness to foreign cultures have direct effects on consumer nationalism and, hence, are important antecedents in explaining the purchase intentions toward foreign-made goods by Taiwan Chinese consumers. With the growing importance of the Chinese domestic market, this study provides international marketing managers with practical implications in important areas such as market segmentation, branding strategy, and market research and practices in the Chinese consumer market.     

A hierarchical analysis of the green consciousness of the Egyptian consumer

This study investigates the influence of various cultural values and psychological factors on the green purchase behavior of Egyptian consumers. Using a large sample of 1093 consumers, a conceptual model has been developed. The survey results provide reasonable support for the validity of the proposed model. Specifically, the findings from the structural equation model confirm the influence of the consumers' natural environment orientation, ecological knowledge, and environmental concern on their attitudes towards green purchase. Consumers' attitudes toward green purchase, in turn, are also found to affect their actual green purchase behavior via the mediator role of green purchase intention. However, one of the other important findings suggests that the link between intention and actual purchase is weak. In other words, on a declarative level, more and more consumers in Egypt express their concern over the ecological situation and declare their willingness to contribute somehow to the protection of environment by buying green products. However, in reality this concern may not be manifested consistently. © 2007 Wiley Periodicals, Inc.     

The Impact of Food‐Related Values on Food Purchase Behavior and the Mediating Role of Attitudes: A Swiss Study

Personal values and attitudes can help to explain food choice. This study confirmed a hierarchical organization of the value–attitude–behavior chain: Food‐related values influence attitudes, and these, in turn, impact behavior. Contrary to previous findings, values are only partially mediated by attitudes: Some food‐related values are fully mediated, whereas others are partially mediated, and still others have exclusively direct effects on purchase behavior. Questionnaire data from a roughly representative sample of 851 adults living in Switzerland was complemented with actual food purchase behavior measured by a loyalty card of a Swiss retailer over the period of one year. Four theoretically derived structural equation models were compared across eight different food product categories (organic, fair trade, low‐budget, fresh convenience, ready‐to‐eat, light, functional foods, fruits and vegetables). The results question central assumptions of the theory of planned behavior and emphasize the role of food‐related values in food consumption. Implications for marketing and future product developments of food companies are discussed.     

Determinants of Chinese consumers' green purchase behavior

This study examines the influence of various cultural and psychological factors on the green purchase behavior of Chinese consumers. To this end, a conceptual model has been proposed and subjected to empirical verification with the use of a survey. The survey results obtained in two major Chinese cities provide reasonable support for the validity of the proposed model. Specifically, the findings from the structural‐equation modeling confirm the influence of the subjects' man–nature orientation, degree of collectivism, ecological affect, and marginally, ecological knowledge, on their attitudes toward green purchases. Their attitudes toward green purchases, in turn, are also seen to affect their green purchase behavior via the mediator of green purchase intention. Although the present findings provide a better understanding of the process and significant antecedents of green purchasing, they also highlight two areas for more thorough investigation. These are the exact role of ecological knowledge in Chinese consumers' green purchasing process and the underlying factors that account for their low level of green purchase. This study also discusses how the present findings may help the Chinese government and green marketers to fine‐tune their environmental programs. © 2001 John Wiley & Sons, Inc.     

How Consumer Ethnocentrism (CET), Ethnocentric Marketing,and Consumer Individualism Affect Ethnocentric Behavior in China

This study investigates how the value of consumer ethnocentrism (CET) and ethnocentric marketing affect consumers' purchase intentions for domestic and foreign brands in China. In predicting ethnocentric consumer behavior, past research has tended to focus on consumers' ethnocentric values rather than ethnocentric marketing stimuli. In addition, this study examines how the consumer value of individualism and collectivism (IC) affects ethnocentric choice behavior. An experimental study was conducted on 220 Chinese millennials, using fictitious advertisements. The study found that the CET value has moderate effects on consumer purchase intentions for foreign brands, while it strongly influences consumer purchases of domestic brands. In addition, the findings suggest that ethnocentric advertising may not encourage purchases of domestic brands, but can discourage foreign brand purchases. More significantly, individualistic consumers were found to show a greater preference for foreign brands and also their brand choices were less affected by the CET value and ethnocentric advertising.     

The Role of Personal Values in Fair Trade Consumption

Research in the U.S. on fair trade consumption is sparse. Therefore, little is known as to what motivates U.S. consumers to buy fair trade products. This study sought to determine which values are salient to American fair trade consumption. The data were gathered via a Web-based version of the Schwartz Value Survey (SVS) and were gleaned from actual consumers who purchase fair trade products from a range of Internet-based fair trade retailers. This study established that indeed there are significant interactions between personal values and fair trade consumption and that demographics proved to be useless in creating a profile of the American fair trade consumer.