Intentions In China Research Articles

Examining Consumer Purchase Intentions in China Through Entrepreneurial Endorsement and Corporate Social Responsibility Marketing

This article explores the synergistic relationship between corporate social responsibility initiatives and marketing strategies within enterprises, highlighting their innovative development. Grounded in stakeholder theory, the study investigates how corporate social responsibility marketing influences consumer purchase intentions. It classifies corporate social responsibility marketing activities into three dimensions: (1) social welfare, (2) environmental protection, and (3) consumer rights advocacy. The research confirms the moderating influence of entrepreneurial endorsement on the relationship between corporate social responsibility marketing and consumer perception. Furthermore, it identifies consumer perception as a mediating factor between corporate social responsibility marketing efforts and consumer purchase intentions. This study contributes to the expansion of marketing research by addressing theoretical, practical, and methodological aspects of the impact of corporate social responsibility marketing on consumer behavior.

The Influence of Online Information Dissemination on Tourism Intentions: A Study of China’s Internet celebrity Cities

This study explores the pathways through which online information dissemination impacts tourism intentions in China’s internet celebrity cities. Through quantitative analysis, the study reveals how online information dissemination influences tourist attitudes and transforms them into tourism consumption intentions by enhancing city awareness, increasing information trustworthiness, and boosting online attention. The results indicate that city awareness, information trustworthiness, and online attention significantly and positively impact tourist attitudes, which in turn further strengthens consumption intentions. The study also finds that attitudes play a significant mediating role between these factors and consumption intentions. The research employs a questionnaire survey, along with reliability and validity analysis, regression analysis, and mediation effect analysis to ensure scientific and reliable results. The findings provide empirical evidence for city managers and tourism practitioners on how to enhance city tourism attractiveness through online dissemination, while also pointing out new directions for future research, with significant practical implications.

The moral roots of household waste-sorting attitudes and intentions in China

Previous environmental research used a general conceptualization of moral norms (e.g., it is my moral obligation to recycle) without specifying the exact moral underpinning of such a conceptualization. This analysis examined how five basic moral foundations (i.e., harm, fairness, ingroup loyalty, authority, and purity) were associated with Chinese residents’ waste-sorting attitudes and intentions. This analysis used data from a cross-sectional online survey of 459 Chinese residents conducted in 2021. The results revealed that value-expressive attitudes were a fairly strong predictor of waste-sorting intentions, whereas attitudes about inconvenience and time were a weak predictor. Further analysis of direct and total relationships revealed that the moral foundations of ingroup loyalty and authority were the primary moral foundations for the Chinese participants; the effects were both direct and mediated by the value-expressive attitudes. Using detailed attitudinal and moral foundations can provide explanatory adequacy and specificity for environmental research and education efforts.

Media Literacy and Its Potential Influence on Mpox-Related Perceptions and Prevention Intentions in China During the 2022 Multi-Country Outbreak of Mpox

ABSTRACT Media literacy plays an increasingly important role in health communication during public health emergencies. The present study aimed to investigate the level of media literacy and its association with disease perceptions and behavioral intentions of receiving vaccination services among young men who have sex with men (YMSM) in China during the 2022 multi-country mpox outbreak. The data were from a large-scale cross-sectional survey conducted among 2,493 YMSM aged 18–29 years in six provincial regions in China in September 2022. A total of 2,079 YMSM who had obtained mpox information from social media platforms were included in this study. Correlation analysis and path analysis were conducted. The mean age of the sample was 24.7. After controlling for background variables, significant positive correlations were found in several pairs between media literacy, mpox-related perceptions (including perceived susceptibility to mpox, perceived severity of mpox, perceived benefits of mpox vaccination, and self-efficacy of receiving mpox vaccination), and the behavioral intention of receiving mpox vaccination. The mpox-related perceptions played a significant mediation role in the association between media literacy and intention of receiving mpox vaccination (indirect effect = 0.165, p < .001, effect size = 82.1%). Media literacy is crucial for developing disease perceptions during public health emergencies and may further influence the adoption of preventive measures. As social media platforms have become the main battle field of health communication during disease outbreaks, improvement of media literacy is urgently warranted.

The Impact of Consumer Trust on Purchase Intentions in China

This paper aims to explore the impact of consumer trust on purchase intentions in the Chinese market. Consumer trust plays a critical role in purchasing decisions, especially in the complex and rapidly changing environment of China. This study first defines the core concept of consumer trust and constructs a theoretical framework linking trust with purchase intentions. By analyzing the unique cultural, market, and policy context of China, the research examines how these factors influence consumer trust and its impact on purchasing decision mechanisms. The paper further employs empirical research methods to analyze data on the relationship between consumer trust and purchase intentions and offers recommendations for businesses and policymakers. The findings indicate that consumer trust significantly affects purchase intentions, and enhancing consumer trust can effectively increase positive purchasing tendencies. Finally, the paper summarizes the main findings, discusses their theoretical and practical implications, and outlines directions for future research.

How does off-farm work experience motivate rural residents’ agricultural entrepreneurial intentions in China?

ABSTRACT China’s rural vitalization is a major task in promoting common prosperity, but rural brain drain is one of the main obstacles. However, arousing enthusiasm for agricultural entrepreneurship and promoting agricultural industry development remains under-analysed. Using data from 3987 rural residents in China, this article theoretically analyses how rural residents’ off-farm work experience (OWE) affects their agricultural entrepreneurial intentions (AEI). Dealing with endogeneity problems, the empirical results with IV-Probit model show that rural residents’ OWE positively influences their AEI. Mechanism analysis revealed that local social capital and formal financial cognition promote their OWE. The heterogeneity analysis indicated that the effects of OWE on AEI are more significant in counties with lower economic development or higher social welfare levels. Furthermore, OWE particularly affects opportunity-based and outside-village AEI. The results imply that: First, the government should strengthen the county-level entrepreneurial environment, especially in lower development regions. Second, encourage good village governance benefits for AEI. Third, government and financial apartments should broaden formal finance to help rural residents with OWE engage in agricultural entrepreneurial activities.

Offline social capital, online social capital, and fertility intentions: evidence from China

China has experienced both ultra-low fertility and moderate aging in recent years, both of which pose serious challenges to the country’s development. Previous studies have shown that social capital is one of the most important factors that influences fertility intentions, but so far empirical research on the relationship between social capital and fertility intentions is very limited. Therefore, this study aims to explore the impact of social capital on fertility intentions and its underlying mechanisms by combining offline and online social capital. Based on data from the Chinese General Social Survey, the fertility intentions of 7,518 respondents aged 18–60 years were analyzed and broken down by sex, region, and age. The marginal effects and mechanisms of offline and online capital on fertility intentions were explored using an ordered probit (oprobit) model, which revealed that individuals’ fertility intentions are positively influenced by offline social capital but negatively influenced by online social capital. The role of social capital in shaping individuals’ fertility intentions also varies by gender, region, and age. Women, eastern region groups, and those aged 30–60 years are more influenced by offline social capital, and their intentions become stronger as offline social capital accumulates. However, online social capital negatively affects the fertility intentions of women, Midwesterners, and 18–29 year olds. Furthermore, online and offline social capital mainly influence individuals’ fertility intentions by affecting their perceptions of pensions, filial piety, and “social justice”. Our findings suggest that increasing the value that individuals place on social capital is crucial for improving fertility intentions in China.

A Pilot Study of E-Commerce Consumers' Green Purchasing Intention in China: TPB Perspective

The frequent occurrence of environmental accidents and the heightened awareness of environmental protection among citizens have led to the emergence of green consumption as a social phenomenon. As a major global e-commerce market, Chinese consumers' green purchasing intention contributes significantly to environmental protection. The present study sought to develop pertinent scales utilizing the Theory of Planned Behaviour (TPB), with questionnaires employed to assess the influence of attitudes (A), subjective norms (SN), and perceived behavioral control (PBC) on Chinese e-commerce consumers' green purchasing intention (GPI). A total of 88 valid questionnaires were collected for the pilot study. The results indicated that the kurtosis's magnitude for all latent variables is less than 2, while the magnitude of the skewness is less than 1. This signifies that the data results have successfully passed the normality test. Furthermore, the Cronbach's alpha value and KMO for all variables exceeded 0.8, indicating high internal consistency. The total variance explained (TVE) surpassed 50%, demonstrating a substantial amount of variability accounted for. Additionally, the composite reliability (CR) was higher than the threshold. The value was higher than 0.8, and the average variance extracted (AVE) exceeded 0.5. This demonstrates that the questionnaire successfully underwent reliability and validity assessments. The findings of the pilot study have contributed to the advancement of research in the field of green consumption, offering insights into the prediction of green purchase intentions among Chinese e-commerce consumers.

The Correlation Between the Willingness to Marry and the Household Savings Rate in China

In recent years, the decrease in household savings rate and willingness to marry is an important problem facing society in China. The traditional competitive savings theory holds that the imbalance of the male and female sex ratio is an important factor affecting the household savings rate. However, in the context of the saving rate declining year by year after 2010, it is found that the traditional competitive savings theory can not fully explain the reasons for its decline. At the same time, according to the data statistics, it is found that the trend of marriage intention in China during 2000-2021 is similar to that of the savings rate, which increases first and then decreases. Therefore, this paper established a multiple linear regression model and ridge regression model for regression analysis, and observed the size of the regression coefficient and the positive and negative effects of willingness to marry on household savings rate in China. The regression results show that for every 1% change in willingness to marry, the savings rate will change 13.526% in the same direction on average. This indicates that the decline in willingness to marry plays a positive role in explaining the decline of household savings rate.

It is not a vacation of leisure: The effect of maternity-leave stigma on fertility intentions in China

In response to the public's puzzle about why maternity leave has unexpectedly failed to improve fertility problem in the Chinese context of a widespread extension of maternity leave, our study concentrates on a prevailing stigmatization phenomenon of maternity leave in the workplace, proposes the construct “maternity-leave stigma”, operationalizes it, and examines its probable detrimental effect on working individuals' fertility intentions drawing on conservation of resources theory, self-verification theory, and research on stigma and psychological contract violation. Conceptually, maternity-leave stigma is a kind of workplace stigma that primarily depicts the extent to which working individuals in the reproductive period view maternity leave or the event of taking maternity leave in a biased way. It mainly consists of four subdimensions called cognitive stigma, emotional stigma, moral stigma, and consequence stigma. Based on multiple analyses of the three-stage questionnaire survey data from working individuals of childbearing age in China, Study 1 (N1 = 296, N2 = 340) acquires a 12-item maternity-leave stigma scale with good reliability and validity and Study 2 (N2 = 340) substantiates that, working individuals' maternity-leave stigma tends to directly and indirectly inhibit their fertility intentions and their anticipatory psychological contract violation from organization is the crucial mediator. Moreover, working women are inclined to display a much stronger inhibiting effect of maternity-leave stigma on fertility intentions compared to working men. Our findings therefore resolve the public's puzzle, enrich workplace stigma, deepen the implementation effectiveness research of maternity leave policy, and are of practical implications for building a fertility-friendly society.

Brand Image and Consumer Perceived Values on Purchase Intention of Organic Food: A Conceptual Study

Organic food is quickly developing in China as consumer wealth and consumption levels have grown in recent years; the Chinese government's "Healthy China Action (2019-2030)" promotes a balanced diet and works to raise the standard of agricultural output and food safety. Even though China has Asia's largest organic food market, organic food has a small market share and low consumer expenditure. As a result, decisive steps to boost the growth of China's organic food market are urgently needed. This study aims to explore the factors related to Chinese people’s purchase intention of organic food using the S-O-R model. Brand image and consumer perceived values are crucial because they influence customer purchase behavior. This study emphasizes brand image, perceived functional, emotional and social values on consumer purchase intention. Epistemic value and conditional value were excluded because they have detrimental impacts on consumer choice behavior. The contribution of this study is to enrich the existing literature by providing a deeper understanding of organic food consumer purchase intention in China through the application of brand image and consumer perceived values using the S-O-R model. It also provides Chinese policymakers and organic food suppliers with solutions to increase organic food sales to expand the Chinese organic food market.

Energy poverty and fertility intentions: An empirical analysis from household multidimensional perspectives

Fertility intentions determine fertility behaviors, and the decline in fertility intentions in China has directly led to a significant reduction in fertility rates in recent years. An analysis of the factors influencing fertility intentions can help China find solutions to increase fertility levels and reverse the decline. Using data from the 2015 Chinese General Social Survey, this study conducted Poisson regression analyses to investigate the relationship between energy poverty and fertility intentions from the perspective of energy poverty, and found that fertility intentions show a significant inverted U-shaped trend with the increase of multidimensional energy poverty. There is also significant cultural, urban‒rural and educational heterogeneity in the effect of energy poverty on fertility intentions. Multidimensional energy poverty acts on fertility intentions through three pathways: cultural effects, economic effects and health effects; therefore, at the policy level, fertility intentions can be increased by promoting some favorable traditional culture, increasing energy subsidies, and providing health check-ups for poverty-stricken families.

Investigating college students' green food consumption intentions in China: integrating the Theory of Planned Behavior and Norm Activation Theory

IntroductionThe global trend toward consuming green food is on the rise. College students, as the future consumer base, have sparked significant interest in their inclination toward consuming environmentally-friendly foods. This paper integrates the Theory of Planned Behavior with the Norm Activation Theory to investigate the factors influencing college students' propensity to choose green foods, establishing a comprehensive model.MethodsThis study utilized online and paper questionnaires for data collection, distributing them among college students and receiving 350 valid responses. In the data analysis phase, SPSS was employed for statistical data analysis, including descriptive statistics and regression analysis, while AMOS was used for structural equation modeling.Results and discussionThe data analysis results indicate that subjective norms, behavioral attitudes, and individual norms have a significant positive influence on college students' inclination to purchase green food. Purchase intention is indirectly influenced by personal norms and behavioral attitudes through perceptions of consequences. Responsibility attribution indirectly impacts purchase intention of green food through personal norms. Personal norms are indirectly influenced by responsibility attribution through perceptions of consequences.

Islamic food laws: customer satisfaction effect halal purchase intention in China. Moderating role of religiosity

PurposeThe research investigates the relationship between halal credence, awareness, certification, need for cognition (NC), effort, health consciousness, and satisfaction towards halal food (STHF). In addition, observe the influence of STHF on purchase intention explored. Finally, religiosity is examined as a moderator between STHF and halal purchase intention.Design/methodology/approachThe data was collected from Muslim participants in Guangzhou and Shenzhen, China. A total of 476 respondents take part in this research. The data was collected from Muslims who eat food from halal food hotels. A purposive sampling technique is used to collect data from respondents. PLS-SEM is followed to test the proposed hypotheses.FindingsThe results reveal that halal credence, awareness, certification, effort, and health consciousness increase STHF. Conversely, NC does not influence STHF. Moreover, STHF significantly determines halal purchase intention. Finally, religiosity strengthens the positive association between STHF and purchase intention.Practical implicationsFood marketers and policy decision-makers can use research findings to enhance halal purchase intention. In China, Muslim customers usually search for halal food by putting in extra effort and seeing halal certification. They trust halal food because religiosity is their priority.Originality/valueThis initial research incorporates halal credence, halal awareness, certification, NC, effort, health consciousness, STHF, and religiosity to examine halal purchase intention using the theory of planned behavior (TPB).

Effect of Fashion Product Popularity and Type on Purchase Intention in China"s Open Market

Effect of Fashion Product Popularity and Type on Purchase Intention in China"s Open Market

Analysis of&amp;nbsp;Consumer Service Quality&amp;nbsp;Factors Impacting on Online Shopping&amp;nbsp;Based on Technology Acceptance Model: A Green Purchase Intent in China

The effect of different service quality factors on online shopping, specifically green purchase intention in China is examined in this work. By employing partial least squares structured equation modelling (PLS-SEM), the study assessed the data obtained from 159 respondents who filled out valid semi-structured questionnaires from the e-commerce company’s employees. Based on the TAM model, this study tested the consumer green purchase intentions where the factors involved were supply chain management, inventory management, supplier relationships, quality control, and return policies. All these aspects, the study established, increase customer satisfaction and the likelihood of buying the product. Customer satisfaction is a mediator that balances the association between e-commerce platform service quality and consumer buying behaviour. Similarly, the study findings revealed that supply chain management practices, inventory management, relationships with suppliers, quality management and return policies regarding green products were significant factors that affected green purchase intention. The study emphasizes the need to sustain high standards of service delivery to increase employees’ customers’ satisfaction and consumption cultures. Behavioural e-commerce and consumer research are both advanced by this study, and findings aimed at enhancing e-commerce service quality and encouraging environmentally friendly purchasing. However, the findings of the study cannot be generalized widely due to the regional context and the small sample size of the study, so it is imperative to conduct more extensive Studies that can support these findings.

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.

The Influence of Golf Caddies’ Service Justice on the Word-of-Mouth and Golf Tourists’ Behavioral Intention in China

Prior studies of service justice’s influence on customer’s behavioral intention and word-of-mouth have been conducted in many fields, such as business and marketing, while the influence in golf tourism marketing needs to be examined. Therefore, the purpose of this study is to analyze the structural relationship among golf caddies’ service justice, word-of-mouth of golf resorts and behavioral intention of golf tourists in China. 417 data were collected by convenient sampling method and analyzed with SPSS and Amos, using correlation analysis, structural equation model analysis and meditation test. The findings supported (a) the positive influence of golf caddies’ service justice on golf resort’s word-of-mouth and golf tourists’ behavioral intention, (b) the positive influence of word-of-moth on behavioral intention and (c) the partial mediating effect of word-of-mouth between service justice and behavioral intention. Hence, the structural relationship above was explored and empirically proved.

Rethinking the nexus between urban amenities and migrants’ hukou transfer intentions in China: the role of the hukou value

ABSTRACT The household registration (hukou) system differentiates China from Western countries regarding restrictions on internal migration, the allocation of public resources, and the country’s urbanization and development patterns. Although studies have investigated the influence of urban amenities on China’s internal migration, limited attention has been given to clarifying the intricate role of hukou values behind these amenities. The research revisits the influence of amenities on migrants’ hukou transfer intentions with an analytical framework dividing amenities into two categories, those related to hukou and those unrelated, and incorporating the role of the hukou value of the city. Econometric results indicate a significant influence of amenities related to hukou (basic education, health care) and those unrelated (urban consumption, temperature, cultural inclusion, transportation facilities). It also reveals a moderating effect of hukou value, reflected in the strengthened influence of hukou-related amenities, while such an effect is less apparent for amenities unrelated to hukou. Compared to amenities unrelated to hukou, hukou-related amenities mainly have indirect effects moderated by hukou value but less direct influence. Heterogeneity analysis of skilled and less-skilled migrant groups and robustness checks are also conducted. Our findings provide policy implications for China to deepen the future hukou reform.

Too Privileged to Move? Neighbourhood Perception and Relocation Intention in China's Gated Communities

AbstractThe association between neighbourhood characteristics and residential relocation is a classic topic in urban studies. In China, where gated communities (GCs) have become a highly popular residential form, how and to what extent residents’ perceptions of GCs affect their relocation intention has not been quantitatively examined. Drawing on a large‐scale household survey conducted in Shanghai, we use multi‐level logistic regression models to examine the impact of the perceptions of neighbourhood environment, attachment and gatedness on relocation intention. Our findings are threefold: (1) the greater the perceived improvement of the neighbourhood environment, the lower the likelihood of relocation intention; (2) respondents with higher levels of neighbourhood attachment tend to have lower relocation intention and (3) respondents living in neighbourhoods with higher levels of gatedness are less likely to have relocation intention. This research contributes to the literature of neighbourhood studies and GCs by quantifying the ramification of entrenched ‘gated mindset’ in urban China.