“…As the rise of Asian economy and profitable market in East Asia, how Confucianism makes these societies unique becomes of more interest to scholars. Research has examined the role of Confucianism in economic development (Franke et al, 1991;Hofstede and Bond, 1988;Jacobs et al, 1995;Zhu et al, 2006), business ethics (Chan, 2008), corporate management (Park et al, 2005;Smith and Jones, 2007), and sociological studies like gift giving (Park, 1998;Wang et al, 2001). However, very few of them focus on its role in consumer decision making (Pervan and Lee, 1998).…”