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A cross-cultural analysis of impulsive buying behaviour : Comparing the effect of longterm orientation and shopping values of Chinese and US consumers
Journal of Cultural Marketing Strategy,
7
(2),
174-186
(2023)
Abstract
This case study compares the impact of cultural values on impulsive buying behaviours (IBBs) in two different cultures. The study considers long-term orientation (LTO) as an extended antecedent to explore the moderating role of two shopping values and self-control on IBB among Chinese and US consumers. The online survey results from 237 Chinese and 228 US consumers indicated that LTO negatively influences the IBB in both countries. As predicted, LTO was found to be a key predictor of hedonic shopping value (HSV), utilitarian shopping value (USV) and self-control in different cultural contexts. Overall, it was found that Chinese consumers have a higher level of LTO than US consumers, leading to a greater level of USV and a lower level of IBB.
Keywords: impulsive behaviour; cross-cultural; long-term orientation; Chinese; American; consumer behaviour; utilitarian; hedonic; shopping values
The full article is available to subscribers to the journal.
Author's Biography
Pei Wang is a doctoral candidate at Florida State University’s School of Communication. Her research interests revolve around multicultural marketing communication, focusing on cross-cultural consumer behaviour. She conducts her research into consumer behaviour in collaboration with Dr Sindy Chapa at the Center for Hispanic Marketing Communication.
Sindy Chapa is the Director of the Center for Hispanic Marketing Communication and an associate professor at Florida State University. She is one of the country’s leading researchers on cross-cultural consumer behaviours and how it relates to marketing, advertising and all other aspects of business. Dr Chapa co-authored ‘Hispanic Marketing: The Power of the New Latino Consumer’ and her work has been published in other books and top academic journals, such as the Journal of Advertising Research, among others.
