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The Characteristics of Emerging Hedonistic Consumers in China: An Empirical Investigation

  • Zhen Xiong Chen
  • Charlie Wang
  • Allan K. K. Chan
  • Zong Cheng Zheng
Conference paper
Part of the Developments in Marketing Science: Proceedings of the Academy of Marketing Science book series (DMSPAMS)

Abstract

This study investigates the influence of hedonistic consumption values on the consumer behaviour of young Chinese. The results show that hedonistic consumption value is negatively associated with utilitarian orientation, and positively associated with fashion orientation, responsiveness to commercial stimuli, brand consciousness, and preference for foreign brands. Personal income moderates the relationship between hedonistic consumption and brand consciousness. Conceptual importance and managerial implications are discussed

Keywords

Empirical Investigation Consumer Behaviour Personal Income Managerial Implication Brand Consciousness 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

Copyright information

© Academy of Marketing Science 2015

Authors and Affiliations

  • Zhen Xiong Chen
    • 1
  • Charlie Wang
    • 1
  • Allan K. K. Chan
    • 1
  • Zong Cheng Zheng
    • 2
  1. 1.Hong Kong Baptist UniversityNewarkUSA
  2. 2.Zhongshan UniversityNewarkUSA

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