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What characterizes Chinese consumer behavior? A cross-industry analysis of the Chinese diaspora in Japan

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  • Björn Frank
  • Gulimire Abulaiti
  • Takao Enkawa

Abstract

In order to profit from China’s enormous business opportunities, international firms need to know Chinese consumer preferences. To learn more about intrinsic Chinese consumer preferences and their distinction from other Asian consumer preferences, this study analyzes differences in the formation of customer satisfaction, repurchase intent, and word-of-mouth intent between Chinese-born and locally born consumers in Japan. Verifying culture-based hypotheses, cross-industry analyses show that Chinese-born consumers pay less attention to the public brand image and risk-related switching costs, but more attention to quality expectations, perceived value, experienced usefulness, and financial switching costs than Japanese consumers. Marketing strategies should account for these preference structures. Copyright Springer Science+Business Media, LLC 2012

Suggested Citation

  • Björn Frank & Gulimire Abulaiti & Takao Enkawa, 2012. "What characterizes Chinese consumer behavior? A cross-industry analysis of the Chinese diaspora in Japan," Marketing Letters, Springer, vol. 23(3), pages 683-700, September.
    • Handle: RePEc:kap:mktlet:v:23:y:2012:i:3:p:683-700
    DOI: 10.1007/s11002-012-9171-8
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    References listed on IDEAS

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    1. Jean-Marie GRETHER & Nicole MATHYS, 2008. "Is the World's Economic Center of Gravity Already in Asia?," Cahiers de Recherches Economiques du Département d'économie 08.03, Université de Lausanne, Faculté des HEC, Département d’économie.
    2. Armstrong, J. Scott & Overton, Terry S., 1977. "Estimating Nonresponse Bias in Mail Surveys," MPRA Paper 81694, University Library of Munich, Germany.
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    Cited by:

    1. Frank, Björn & Enkawa, Takao & Schvaneveldt, Shane J., 2015. "The role of individualism vs. collectivism in the formation of repurchase intent: A cross-industry comparison of the effects of cultural and personal values," Journal of Economic Psychology, Elsevier, vol. 51(C), pages 261-278.
    2. Frank, Björn & Schvaneveldt, Shane J., 2016. "Understanding consumer reactions to product contamination risks after national disasters: The roles of knowledge, experience, and information sources," Journal of Retailing and Consumer Services, Elsevier, vol. 28(C), pages 199-208.
    3. Sun, Yang & Garrett, Tony C. & Phau, Ian & Zheng, Bing, 2020. "Case-based models of customer-perceived sustainable marketing and its effect on perceived customer equity," Journal of Business Research, Elsevier, vol. 117(C), pages 615-622.
    4. Kamolsook, Apinya & Badir, Yuosre F. & Frank, Björn, 2019. "Consumers' switching to disruptive technology products: The roles of comparative economic value and technology type," Technological Forecasting and Social Change, Elsevier, vol. 140(C), pages 328-340.
    5. Lin, Marta Yuan-Chen & Nguyen, Tessa Tien & Cheng, Edward Ying-Lun & Le, Angelina Nhat Hanh & Cheng, Julian Ming Sung, 2022. "Proximity marketing and Bluetooth beacon technology: A dynamic mechanism leading to relationship program receptiveness," Journal of Business Research, Elsevier, vol. 141(C), pages 151-162.
    6. Boris Herbas Torrico & Björn Frank & Carlos Arandia Tavera, 2018. "Corporate social responsibility in Bolivia: meanings and consequences," International Journal of Corporate Social Responsibility, Springer, vol. 3(1), pages 1-13, December.
    7. Frank, Björn & Enkawa, Takao & Schvaneveldt, Shane J. & Herbas Torrico, Boris, 2015. "Antecedents and consequences of innate willingness to pay for innovations: Understanding motivations and consumer preferences of prospective early adopters," Technological Forecasting and Social Change, Elsevier, vol. 99(C), pages 252-266.
    8. Anja Plumeyer & Pascal Kottemann & Daniel Böger & Reinhold Decker, 2019. "Measuring brand image: a systematic review, practical guidance, and future research directions," Review of Managerial Science, Springer, vol. 13(2), pages 227-265, April.
    9. Emanuel de Bellis & Christian Hildebrand & Kenichi Ito & Andreas Herrmann, 2015. "Cross-national differences in uncertainty avoidance predict the effectiveness of mass customization across East Asia: a large-scale field investigation," Marketing Letters, Springer, vol. 26(3), pages 309-320, September.

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