Cross‐cultural consumer values, needs and purchase behavior

Abstract

This study examined the relationship of consumer values, needs and purchase behavior in two Asian consumer markets, China and South Korea. Between self‐directed values and social affiliation values, self‐directed values were the underlying determinant of needs to be satisfied by apparel products. Among the three types of needs identified to be satisfied through apparel (i.e. experiential, social and functional needs), experiential needs were the most important needs that influenced apparel purchases of female consumers in both Asian markets. Consumers in both country markets exhibited brand loyal behavior in apparel purchases, fulfilling all three needs. However, actualization patterns of each need through brand loyal behavior differed between the two consumer samples. While for brand‐loyal Chinese consumers experiential image was the most important aspect of the branded apparel appeal to female consumers, social image with performance quality assurance was a more important feature of the branded apparel appeal to consumers in Korea. Implications for brand image management for international markets were discussed.

Cultural Influences on Consumer Behaviour

“…Having completed the information search and fulfilled the evaluation and selection criteria, consumers usually purchase the automobile in a transaction involving giving money to acquire the rights to the product (Yoo & Donthu, 2002). Although culture is an important influence in the stages leading up to purchase, it has little bearing in the final transaction (Kim, Forsythe, Gu, & Moon, 2002).…”

Storytelling in different cultural context: applications to hearing loss public awareness

“…For example, DF cultures use more direct, frank and straightforward language, while RF cultures prefer indirect, subtle, roundabout style conversation while negotiations. In addition, studies on international marketing have identified the importance of cultural differences in relation to consumer values, needs and buying behaviour in effective implementation of international marketing methods [29]. The above discussion may provide some insights into cross-cultural perspectives.…”

Demystifying the Link between Social Media Addiction and Sharing without Verification: The Role of Absentmindedness and Wellbeing

“…Such routinized behavior is commonand much sought after-in consumer behavior because consumers routinely choose to purchase and use the same products over and over again. Such consistent repetitive purchases that demonstrate a prolonged consistent pattern of behaviors and become a part of ongoing routines have been called loyalty in purchasing and using products (Chow & Holden, 1997;Kim et al, 2002;Nordstrom & Swan, 1976;Oliver, 1999;Tucker, 1964). The fundamental premise of consumer loyalty is that action (purchasing and use) creates loyalty (a structure), which, in turn, influences subsequent action (Oliver, 1999).…”

“…Building on Oliver's (Oliver, 1999) definition of loyal purchasing and use behavior, we define loyal use in the context of information systems as consistent, ongoing, and routine use behaviors that actors perform in the presence of stable social structures and advocate to others (Chow & Holden, 1997;Galletta, Henry, McCoy, & Polak, 2006;Kim et al, 2002;Nordstrom & Swan, 1976;Oliver, 1999;Saga & Zmud, 1994;Tucker, 1964). Loyal use is similar to behavioral intent and continuance intent from prior adoption and use research (Bhattacherjee, 2001;Venkatesh et al, 2003) in that they each predict future use.…”

“…Our dependent construct of interest is not "behavioral intent" or a quantitative measure of "use" as in prior theories but rather "loyal use", which we draw from research on consumer behavior (Chow & Holden, 1997;Kim, Forsyth, Gu, & Moon, 2002;Nordstrom & Swan, 1976;Oliver, 1999;Tucker, 1964). The focus of loyal use is use which has become routinized as part of the normal everyday work practices that the system supports.…”