Consumer Behavior for Japanese Cuisine in <I>Shanghai</I>

Abstract

This paper analyzes the effects of the frequency of visits to Japan on the frequency of eating Japanese food among Shanghai residents. The estimated results indicate that the effect of the fourth visit to Japan was the largest for the frequency of eating Japanese food. Although the effect of spreading Japanese food consumption was strong up to the fourth visit to Japan, it was suggested that marginal utility may have diminished after the fourth time as the respondents became accustomed to visiting Japan.