The Myth of China as a Single Market – the Influence of Personal Value Differences on Buying Decisions
The Myth of China as a Single Market – the Influence of Personal Value Differences on Buying Decisions
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DOI：
10.1177/147078530805000307
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发表时间：
2008-01
影响因子：
3
通讯作者：
Xin-an Zhang;Shanghai Jiao;Nicholas Grigoriou
中科院分区：
文献类型：
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作者：
Xin-an Zhang;Shanghai Jiao;Nicholas Grigoriou
中国是. a.大.异质的市场以.多样化。消费者的性能. in.不同.地区..这个study.目标。到.检查。私人恩怨值差异between.consumers.在中国。内陆.和.沿海.地区，.和.进一步.检查。他们的. influence.on.retail.buying.decisions.. Data.are.collected.from.coastal.cities.（上海。和.广州）。和.内陆城市（成都。和.哈尔滨）。使用.的. matched.取样.方法统计数据。分析。揭示了中国的。沿海的。消费者在他们的价值优先权上比内陆消费者更个人主义，段时间内陆消费者是.更多.集体主义者比.沿海的。消费者..如. a.由于这些价值差异，我们发现产品的功能属性。对沿海消费者比对内陆消费者更重要，而对社会消费者更重要。美德.先知-愿上诉更多.到.内陆消费者比.到.沿海的。消费者..这个study.补充道到.的.身体的.知识的.营销in.中国由.对比。coastal-inland.consumer.buying.decisions.as.influenced.by.within-country.values.变异，并对学术界和实践者都有影响。
China. is. a. large. heterogeneous. market. with. diversified. consumer. behaviour. in. different. regions .. This. study. aims. to. examine. personal. value. differences. between.consumers. in.China’s. inland.and.coastal.regions,.and.further.examine. their. influence.on.retail.buying.decisions ..Data.are.collected.from.coastal.cities. (Shanghai. and. Guangzhou). and. inland. cities. (Chengdu. and. Harbin). using. the. matched. sampling. method .. Statistical. analyses. reveal. that. China’s. coastal. consumers.are.more.individualist.in.their.value.priorities.than.inland.consumers,. while. inland. consumers. are. more. collectivist. than. coastal. consumers .. As. a. consequence.of.these.value.differences,.we.find.that.functional.product.attributes. are.more.important.to.coastal.consumers.than.to.inland.consumers,.while.social. attributes. appeal. more. to. inland. consumers. than. to. coastal. consumers .. This. study. adds. to. the. body. of. knowledge. of. marketing. in. China. by. contrasting. coastal–inland.consumer.buying.decisions.as.influenced.by.within-country.values. variation,.and.has.implications.for.both.academics.and.practitioners .