China’s Consumers Have Different Purchase Motivations for International Enterprises and Chinese Enterprises

Abstract

Many Chinese consumers believe the service attitude of salespeople is very important for consumers to buy a product. However, compare with many local China enterprises, many international enterprises do not seem to realise it. Which generals the question: are consumers’ motivations for purchasing from these two types of enterprises different? The paper describes using an international shopping mall (A) and a Chinese shopping mall (B) as examples. The researchers randomly distributed a questionnaire survey to 110 consumers and analysis questionnaire result via the stepwise regression model. The researchers found consumers purchase goods from international enterprises (A) because of gender, and consumers buy goods from Chinese enterprise (B) as their age and the service attitude of salespeople. This paper confirms that the service attitude of salespeople may not the advantage of international enterprises, but the drawback of the research does not consider consumers to have different purchase motives for different enterprises. In the conclusion, the researchers posit that future research should examine whether consumers’ purchase motivations affect international companies to make profit in the Chinese market