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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

Author

Listed:
  • Wang, Pei

    (Florida State University, USA)

  • Chapa, Sindy

    (Center for Hispanic Marketing Communication, USA)

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.

Suggested Citation

  • Wang, Pei & Chapa, Sindy, 2023. "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, Henry Stewart Publications, vol. 7(2), pages 174-186, July.
    • Handle: RePEc:aza:jcms00:y:2023:v:7:i:2:p:174-186
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    More about this item

    Keywords

    impulsive behaviour; cross-cultural; long-term orientation; Chinese; American; consumer behaviour; utilitarian; hedonic; shopping values;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • J7 - Labor and Demographic Economics - - Labor Discrimination

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