Shopping orientation as an outcome of the acculturation process among Chinese consumers

Abstract

In this research consumer acculturation was investigated to explore the relationship between shopping orientations of ethnic consumers and their involvement in the acculturation process. A consumer acculturation model was proposed which described the entire process of learning consumer behavior across cultural boundaries and discovered the relationships among the variables. A survey was conducted among 400 Chinese consumers residing in Tucson. Factor analysis and multiple regression were employed to derive common factors and test hypotheses. The results suggested that most shopping orientations, as well as acculturation variables were influenced by individual characteristics such as individuals' ethnicness, language ability, lifestyle activities, length of stay in the U.S., and willingness to stay. Individuals' demographic characteristics such as sex, age, income, marital status, and student/employment status, however, had less influence on shopping orientations and acculturation variables.