Exploring the Impact of Self-Interests on Market Mavenism and E-mavenism: A Chinese Story

Abstract

The first goal of this research is to differentiate e-mavenism from market mavenism in the Chinese context. The second objective of this research is to test whether self-interests affect market mavenism and e-mavenism similarly or differently in a typical collectivistic country. The third purpose of this research is to identify the role of gender in the relationships between self-interests and mavenism. The theoretical and practical contributions of this study are established by the findings based on the survey data collected from online consumers in China: Market mavenism and e-mavenism were independent yet moderately related concepts. Status seeking and consumer need for uniqueness were significant predictors of both market mavenism and e-mavenism, while attention seeking affected only e-mavenism. Gender moderated the relationship between consumer need for uniqueness and e-mavenism.