Effects of culture and financial literacy among Chinese-Americans on participating in financial services

The main contribution of this study is the theoretical development of the moderating effect of cultural-related variables such as generational status and gender in predicting attitudes toward paid professional service. Our analysis establishes that the cultural-related variables significantly affect the Chinese-American respondents’ attitude toward paid professional services. Our findings also highlight the substantial role of cultural background in determining financial literacy. We empirically examined the influence of financial literacy, risk attitude, gender role, and generational status of Chinese-American consumers on their adoption of paid financial services. Results reveal that Chinese-Americans with a low level of financial literacy reported a more positive attitude toward paid professional financial advisors than those who were more financially knowledgeable. In addition, we found that respondents who were risk-seeking reported a more positive attitude toward paid professional financial advisors than those who were risk-averse. In our conceptual model, we identified two particular moderators of interest: generation status and gender. We also found an interaction between Chinese-Americans’ level of financial literacy and their generational status. Moreover, we discovered that gender moderates the effect of consumers’ attitude toward paid professional financial advisors. These findings offer practical implication and guidance for financial service providers when they market and deliver services to this particular ethnic group and encourages researchers to treat immigrant diaspora as not being as monolithic as assumed in prior research.