Chinese Consumer Behavior Research Articles

Factors Affecting Green Purchase Behavior of Chinese Consumers in South Korea

Factors Affecting Green Purchase Behavior of Chinese Consumers in South Korea

Investigation of consumer cross-border e-commerce shopping in China using the theory of EAM

Given that China's cross-border e-commerce (CBEC) industry has garnered significant attention from various overseas suppliers, this study aims to explore the CBEC shopping patterns of domestic Chinese consumers. The objective of the study is to integrate the theory of the e-commerce acceptance model (EAM) and multi-target trust to forecast the cross-border e-commerce shopping (CBECS) behavior of domestic Chinese consumers. PLS-based structural equation modeling analysis indicates that the CBECS intention is significantly influenced by perceived usefulness, perceived ease of use, and perceived risk. With regard to multi-target trust, seller trust impacts perceived risk and ease of use, whereas logistics trust influences perceived usefulness and perceived ease of use. Platform trust influences both seller trust and logistics trust. These results contribute to the advancement of CBEC literature and practices.

Green branding in fast fashion: examining the impact of social sustainability claims on Chinese consumer behaviour and brand perception

PurposeThis study aims to investigate the ecological awareness of Chinese consumers towards fast fashion and examine the effect of social sustainability claims on green brand image and purchase intentions in China, considering China’s unique environmental policy landscape and its significant role in the global fast fashion industry. The study explores the role of altruistic values in promoting sustainability within the well-known fast fashion brand “H” and how they shape brand image, consumer satisfaction and brand equity.Design/methodology/approachThe study collected data from 257 Chinese participants and used a serial mediation model through the PROCESS macro in SPSS to analyse the correlation between green brand image, created through sustainability claims and consumer purchase intentions. The model also assessed the intermediary effects of brand image, satisfaction and equity.FindingsThe findings of the research indicate a direct and positive relationship between green brand image and consumer purchase intentions, emphasising the need for clothing and textile industry marketers to strategically promote altruistic values in their sustainability efforts and highlighting the importance of ecological awareness in shaping consumer behaviour in the Chinese context. This approach enhances green satisfaction and green brand equity and ultimately leads to higher green purchase intentions.Originality/valueThis study provides significant insights into the effectiveness of incorporating social sustainability claims in advertising to improve a brand’s green image and influence consumer behaviour. It emphasises the importance of altruistic values in sustainability strategies, offering valuable guidelines for marketers in enhancing green satisfaction and brand equity, thereby boosting consumer purchase intentions in the context of green branding and sustainability advertising. Focussing specifically on the Chinese market, this research sheds light on the impact of ecological awareness among Chinese consumers within the fast-fashion industry. Given China’s substantial role in shaping global fast-fashion production and its evolving environmental policies, this focus adds significant depth to our understanding of sustainability claims’ influence within this crucial consumer base.

A Study on the Influence of New Feminist Brand Advertising on Chinese Consumer Behavior

With the development of feminism in China, there are more and more "new feminism" phenomena in commodity advertisements. Brand advertising conveys brand concept, emotion and attitude to society and consumers by supporting for women, opposing discrimination against women and breaking the stereotype of women. Based on the five key words of deconstructing new feminism, this paper investigates 590 Chinese consumers to understand the impact of new feminism advertising on Chinese consumers' consumption behavior. The research results show that there are some differences between the age, education background, cognition of new feminism, and the interpretation of key words in new feminism cultural advertising and Chinese consumers' attitudes towards new feminism advertising, which in turn affect Chinese consumers' consumption behavior towards the brand.At the same time, although male consumers recognize new feminist advertising and are willing to buy new feminist advertising products, some male consumers still have certain inherent stereotypes of women.

A study on the purchase intention of luxury goods from the perspective of face perception and expected regret.

The study on the impact of consumer purchase intention on luxury goods has received widespread attention from the academic community. This study collected research data in Guilin, China, through questionnaire survey, and conducted an empirical study on the influencing factors of luxury consumers' purchase intention. The results show: The price level of luxury goods has a positive impact on consumers' face perception, while the positive impact of price level on expected regret has not been verified. Consumer's face perception has positive and negative effects on consumers' expected regret and consumers' purchase intention respectively. Consumer's downward expected regret and consumer's upward expected regret have different effects on consumers' purchase intention. Consumers' face perception and expected regret play a mediating effect in the research of influence relationship. This study is conducive to a better analysis of the psychology and behavior of Chinese luxury consumers, enriching the theoretical connotation of consumer psychology, and promoting the healthy development of the luxury goods industry.

Chinese consumers' psychology and behavior of the foods with nutrition claims based on AISAS model.

We analyzed the impact of nutrition claims on Chinese consumer psychology and behavior process based on the theoretical framework of AISAS (Attention-Interest-Search-Action-Share) model. To adopt questionnaires to collect gender, age, income and other basic information of adult residents and a 5-point Likert scale ranging from 1 (strongly disagree) to 5 (strongly agree) to collect data on residents' attention to nutrition claims, interest in nutrition claims, search on nutrition claim information, purchasing behavior on food with nutrition claims, sharing information on food with nutrition claims. Then to study the relationship between the basic situation of residents and their attention, interest, search, food purchase behavior and sharing of nutrition claims by using exploratory factor analysis, reliability and validity test, structural equation modeling estimation and hypothesis testing. Chinese adults. Multi-stage stratified random sampling method was used to collect the valid online questionnaire of 630 Chinese adults from Central, North, East, South, Northwest, Southwest, and Northeast China. Younger adults and those with higher household incomes exhibited heightened attention to nutrition claims. Furthermore, consumers' attention to nutrition claims could be transformed into food information sharing through interest, information search, and food purchase. Consumers' interest in food with nutrition claims could be transformed directly into food purchase. Consumers' search for related information could be directly transformed into food information sharing. Chinese consumers' age and household income could be included in the AISAS model for the foods with nutrition claims, and the consumers' action and share could transform from their interest and search.

Whether There Will Be Domestic Luxury Clothing Brands in China

In recent years, with the improvement of China's overall economic level, China's luxury goods market has also been expanding, becoming a major consumer of luxury goods. However, the competition in the luxury goods market is fierce, but there are no local luxury brands in China. This paper analyzes whether domestic luxury brands will appear in China by studying the behavior of Chinese consumers and the current development status of Chinese luxury goods. While it is uncertain whether domestic luxury goods will emerge in China, the rapid growth of the Chinese luxury market and the rise of Chinese domestic brands suggest that the possibility is increasing. The inroads made by Chinese domestic brands in the luxury market are providing more choices for Chinese consumers and driving change in the global luxury market. In the future, as China's domestic brands continue to grow, we can expect to see more made-in-China luxury goods emerging in the international market.

Revealing the Influence of Green Product Prices on the Green Purchasing Behavior of Young Chinese Consumers A TPB Perspective

Using the Theory of Planned Behavior (TPB) as the theoretical framework, this article aims to reveal the impact of green product prices on their purchase decisions by in-depth research on the motivations and influencing factors of green purchasing behavior of young Chinese consumers. First, through a comprehensive definition and characteristic analysis of green consumption behavior, the paper comprehensively understands the attitudes and behaviors of the younger generation in the environmental protection trend. A review of domestic and foreign research progress provides a theoretical basis for the research. In terms of green purchasing behavior among young Chinese consumers, research highlights the influence of their attitudes, social responsibility and social media. Through in-depth analysis of the motivations for green purchases, researchers revealed the importance of factors such as environmental awareness, social responsibility, and individual health awareness. In terms of research methods, a comprehensive quantitative and qualitative data collection method was adopted to construct a scientific and reliable research design. In the sample description and analysis of main research variables, samples with different characteristics are described in detail, and factors such as attitudes, subjective norms, and perceived behavioral control are analyzed in depth. Finally, through a specific analysis of the impact of each component of TPB on green purchasing behavior, the interrelationship between these factors is revealed, providing profound insights into understanding young consumers' shopping decisions.

Factors driving FIFA world cup 2022 viewership ratings in mainland China: marketing outlooks for FIFA world cup 2026.

The FIFA World Cup is not only the most lucrative athletic event globally, but it also functions as a platform for promoting peace owing to FIFA's new vision. Nevertheless, the determinants of TV viewership ratings, especially in the Chinese market, which is a critical revenue stream for FIFA TV broadcasting, are still unsolved. Using a distributional regression, this study aimed to quantify the dynamics of viewership ratings for the FIFA World Cup 2022 in mainland China. The CCTV viewership ratings were modeled using 12 covariables related to Chinese TV consumer behavior. Given the data structure, a Logit Normal regression model was chosen to fit the location and dispersion parameters of viewership ratings to explanatory variables. In the fitted heteroscedastic model, the viewership ratings dynamics in mainland China were driven by the match kick-off time: . In addition, the model captures the factors that influence the variations in viewership ratings: (if, FIFA World Cup champion = "Yes") + 0.004 × FIFA world ranking]. Thus, it shows that the FIFA World Cup champions tamp down such variations, leading to a more stable viewing behavior among Chinese consumers. Time- and team-sensitive strategies are proposed to aid in crafting uncertainty-suppressing business decisions for the FIFA World Cup 2026. Ultimately, in the more insecure 2020s, a broader live coverage of the FIFA World Cup would be invaluable for promoting peace.

An Investigation into the Impact of Luxury Co-Branding on the Purchasing Behavior of Chinese Millennial Consumers

Fashion brands establish and leverage their brands to gain market share and client loyalty. Co-branding alliances are marketing techniques that employ various brand names on a single good or service, which suggests a strategic partnership between various businesses. This study’s goal is to discover what elements influence Chinese millennial customers to buy co-branding. In terms of methodology, an interpretivist philosophy and an inductive methodology were applied. The majority of the data was gathered qualitatively, and content analysis was employed as a method for analysis. To collect empirical primary data, structured video interviews were conducted via WeChat, and open-ended questions were asked. According to the findings, the design of the product and social media recommendations are the most important factors influencing Chinese millennial consumers to purchase luxury co-branded products.

The Relationship Between Chinese Consumer Behavior and Corporate Social Responsibility of Luxury Brands, after the COVID-19

Consumer spending on luxury goods decreased during the outbreak. Luxury brands are also increasingly focusing on corporate social responsibility. The topic of this paper is to examine the relationship between the CSR of luxury brands and Chinese consumer buying behavior after COVID-19. In this study, 313 Chinese participants who are familiar with luxury goods, were randomly selected to finish a questionnaire. The data will be presented in graphical form, and this survey uses analysis of correlation as well as regression analysis to explore the relationship between different social responsibilities and consumer behaviors. Nearly all participants think that luxury companies should take social responsibility, but most of them don't choose to actively know about it actively, but only realize that luxury companies should take social responsibility passively when events happen. However, for companies, the consequences of not fulfilling social responsibility may seriously affect the sales of luxury companies. The three most important responsibilities include product quality and safety responsibility, environmental protection responsibility, and basic salary and welfare of employees. In addition, environmental responsibility, customer orientation responsibility, social responsibility, and employee and job placement responsibility all contribute to consumer purchasing behavior.

Evaluating the purchasing behavior of organic food among Chinese consumers

Purpose This study aims to identify the key factors that influence the intention and behavior of Chinese consumers toward purchasing organic food. The extended theory of planned behavior (TPB) model is adopted as the underlying theory to explore the relationship between attitudes (ATT), subjective norms (SN) and perceived behavioral control (PBC) on consumers’ intention and behavior to buy organic food. Trust (TR) and the moderating role of short food supply chain preferences (SFSCPs) were integrated to address the research gap. Design/methodology/approach Three hundred three questionnaire responses were received from organic food buyers in China using a convenience sampling method. Structural equation modeling was used to analyze the data and to examine the relationship between the various constructs. Findings The results demonstrated that the purchase intention (PI) of Chinese consumers correlates positively with ATT, SN, PBC and TR. Additionally, the results show that consumers’ SFSCPs positively moderate the relationship between PI and purchase behavior (PB). Practical implications The findings of this study provide valuable insights for marketers to develop compelling messages that evoke positive ATT, establish consumer TR and integrate short food supply chains to drive PB. The study can also be useful to policymakers and other supply chain participants. Social implications An increased understanding of the factors influencing Chinese organic food consumption can contribute to promoting healthier food choices, supporting sustainable agriculture and fostering environmentally friendly consumption habits. Originality/value This research contributes to the existing pool of knowledge by incorporating TR into the conventional TPB. The study also introduces SFSCP as a moderating variable on the relationship between PI and PB.

Research on the Factors Influencing of Chinese Female Consumers' Purchase Intention in Live Streaming E-commerce

Purpose: The purpose of this research is to analyze and evaluate factors affecting Chinese female consumers' purchase intention in Live streaming e-commerce
 Theoretical framework: In the e-commerce live streaming room, anchors, products and scenes will affect the perceived value of consumers from multiple angles, and then affect the purchase intention. 
 Design/methodology/approach: In order to examine the relationship between anchors, products, streaming room atmosphere, etc. women's purchase intention, we designed survey questions, tested ten hypotheses, and used regression analysis to summarize the research results. Research results: SPSS statistical software was used to investigate the correlation between independent variables and the above hypotheses by principal component analysis . It showed that there was a definite relationship between the communication mode of anchors, anchor popularity, anchor interaction, product value information, product price discount, brand awareness, brand awareness, Live streaming atmosphere and female purchase intention. 
 Research, Practical & Social implications: For all participants in live streaming e-commerce, it is necessary to fully understand what factors will affect the consumption willingness of Chinese women.
 Originality/Value: Under the mode of "e-commerce + live network broadcast", academic research on the purchase intention or behavior of Chinese female consumers in live e-commerce broadcast is scarce. This paper draws relevant conclusions through a certain number of hypothesis tests, which is a supplement to the research on consumers' purchase intention under the background of network broadcast.

A study on the adoption intention of cold chain prepared Dishes based on consumer orientation mentality

Background: Cold chain prepared dishes, as a new type of food with low temperature and dual attributes, have attracted more and more attention from consumers. From the perspective of consumers' brand positioning mentality, this study integrated the brand, quality and other attributes of cold chain prepared vegetables, and studied the positioning mentality and adoption behavior of Chinese consumers In this study, three cold-chain prefabricated dishes, "pickled cabbage fish", "tomato Braised beef brisket" and "Huangpi fishball", were selected as investigation objects. Contribution: The contribution of this study is that different food value attributes explain the law of consumers' willingness to adopt cold chain prepared dishes through brand positioning mentality, and find out how different degrees of vulnerability and quality warranty Method: Based on ZMET survey method, product effect data were used to analyze and verify structural equation model. Results: Different value evaluation directly affects consumers' brand positioning mentality, brand positioning mind as an intermediate variable has a significant correlation with adoption intention. The degree of vulnerability moderates the relationship between value evaluation and brand positioning mentality, and the degree of warranty period regulates the relationship between quality value, brand positioning mentality and adoption intention respectively. Conclusion: It also provides new marketing tools and theories for entrepreneurs and marketers in the cold chain food industry, which contributes to the promotion and diffusion of cold chain prepared food for consumers

Understanding young Chinese consumers' preferences for foreign clothing brands: a behavioural approach

PurposeThis research explores the purchasing behavioural drivers of young Chinese consumers purchasing foreign clothing brands. The aim is to include a range of drivers identified by different investigations into a single approach, to determine direct and indirect channels by which these drivers influence purchasing behaviour, and their relative importance in quantitative terms.Design/methodology/approachThe methodology is based on an extended version of the theory of planned behaviour that considers hypotheses based on a number of studies revised in the literature review. This theoretical framework was used as the basis for a questionnaire applied to a sample of 362 young Chinese consumers. A Partial Least Squares Structural Equation Modelling approach was used to analyse the collected data.FindingsThe results revealed three main channels influencing purchasing behaviour which were shown to share the same root, corresponding to the influences of the social network young consumers belong to. This result suggests that social norms have a key role in explaining young consumers' purchasing behaviour through its impact on their needs for status and social recognition, their attitudes towards foreign cultures and foreign brands, and their beliefs regarding the attributes of foreign clothing.Practical implicationsThe work therefore provides companies operating in the foreign clothing market the confidence to devise business strategies that focus on the channel demonstrating the highest influencing power. A strategy likely to have the highest influencing power is one that uses celebrities to promote the reputation of products and reinforce the messages associated with status and social recognition. Reinforcement of these strategies could include secondary strategies linked to the other channels such as the one related to the adoption of foreign cultural symbolism.Originality/valueIn contrast to the majority of related studies, this investigation also explores indirect channels or paths by which a behavioural driver affects the behaviour of young Chinese consumers. In fact, this investigation not only simultaneously identified the different paths influencing young Chinese consumers purchasing behaviour but also quantitatively identified their relative importance.

An experimental study on the potential purchase behavior of Chinese consumers of new energy hybrid electric vehicles

The automotive industry has paid close attention to the promising future of new energy vehicles, and the new energy hybrid electric vehicles that fall under this category are gradually entering the public eye. This paper uses the SPSS software to conduct an experimental study on the “purchase preference for new energy hybrid vehicles” and its influencing factors of different types of consumers in China, based on 379 questionnaires and the results of situational experiments conducted by the research group in 24 cities across the country. The findings are as follows: 1) Different categories of consumers have a large gap in their cognitive preferences for new energy hybrid electric vehicles; 2) There is little difference in “purchase preference for new energy hybrid electric vehicles” among different categories of consumers; 3) The improvement of education and income has a significant effect on promoting consumers’ “environmental awareness”; 4) Consumers’ perception of the government’s new energization policy is positive. Based on the preceding conclusions, this paper puts forward the policy recommendations to promote new energy hybrid electric vehicles.

Research on Brand Marketing Strategy of Armani Cosmetics Based on the Chinese Market

This paper mainly focuses on the research on the brand marketing strategy of Armani cosmetics based on the Chinese market. It is believed that the Chinese makeup market has great potential to provide opportunities for both domestic and foreign brands to succeed. This paper aims to help Armani Beauty and other foreign luxury makeup brands achieve better marketing performance. Literature research has been used for clear analysis. A brief introduction of the Chinese (high-end) makeup market and consumer behavior, the specific marketing performance of Armani Beauty in China, and potential problems are demonstrated in sequence. After that, two corresponding suggestions for Armani Beauty are to broaden its distribution channels in second- and third-tier cities and focus more on growing the male makeup market. Also, two suggestions are provided for all foreign luxury brands: pay attention to omnichannel usage and ensure their extravagant brand image. This paper provides guided suggestions for Armani Beauty and other foreign luxury brands in Chinese marketing, helping them get a deeper understanding of the Chinese market and consumers, thus winning a better reputation and sales return.

Awakening to Independence: The Evolution of Chinese Urban Women's Ideology Behind Consumer Behavior

Women, in the long-standing structure of social development, have been excluded from the relations between production and consumption; they have been repressed in the gender confrontation between men and women. Chinese feminism started late and was influenced by the patriarchal system that has existed in China for thousands of years, so there was great resistance to its development Nowadays, with the prevalence of consumerism, "women" and "consumption" are even more bound by social identity. The process of Chinese women's pursuit of independence is tortuous and difficult. Therefore, focusing on the current situation of women's consumption can help us understand the current situation of Chinese women's survival, so as to summarize the problems facing the development of Chinese feminism and explore the possible future development trend of Chinese feminism. First, this paper composes and summarizes the current consumption status and survival status of Chinese women, using the Chinese Women's Living Conditions Report as a data source. Secondly, it briefly reviews the development trajectory of Chinese feminism and points out the problems faced by Chinese women in their pursuit of independence at present and the possible countermeasures to be taken. In order to make useful reflections on the development path of Chinese women.

The effect of COVID-19 risk perception on pro-environmental behavior of Chinese consumers: Perspectives from affective event theory.

COVID-19 has altered human cognition and changed the cultural values of society. However, there has not been much debate among scholars about whether these above changes have led to an increase in pro-environmental behavior (PEB) of Chinese consumers. A comprehensive model was developed based on affective event theory. An online questionnaire was distributed, and 501 usable questionnaires were collected. In addition, two complementary approaches were employed: partial least squares structural equation modeling (PLS-SEM) and necessary condition analysis (NCA). The PLS-SEM results showed that COVID-19 risk perception, nostalgia, the awe of nature, and attitude were found to have a positive effect on PEB; and the moderating effect of power distance belief (PD) between nostalgia (NO), attitude (AT) and PEB was confirmed. According to the NCA results, AT and NO are necessary conditions for the PEB of consumers. This study provides deeper insight into the understanding of consumers' pro-environmental behavior in the context of COVID-19 through the combined use of PLS-SEM and NCA.

Critical Evaluation of Cultural Differences Between the UK and China Markets for Fashion Clothing: Identifying Links Between Marketing Communications Necessary for Success in Both Countries

This paper aims to explore the development of UK fashion clothing brands and their associated marketing communication plans to identify effective advertising methods that can facilitate expansion into the Chinese fashion clothing market. The research critically evaluates the psychology and buying behavior of young consumers in the UK and China to understand cultural differences and to better inform successful advertising strategies in both countries. In addition, the study assesses and identifies the relevant factors that affect the purchasing behavior of UK and Chinese consumers in the fashion clothing industry. The key finding is that UK fashion clothing brands, such as TOP SHOP and River Island, can optimize their marketing communication outputs to increase their chances of success in the Chinese market. The paper concludes that a better understanding of cultural differences and effective marketing strategies can help UK fashion clothing brands expand into the Chinese market.