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The Measurement of Consumer Culture Change and Its Influence on Impulse Buying |
WANG Jian guo1,WANG Xiang qian1,1,WANG Jian min1 |
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Abstract According to the development of market-oriented economy, there are more and more academic researchers as well as managers paying attention to consumer culture change. However, little empirical study about consumer culture change has been found in the previous literature. In order to fill up this gap, on the basis of Hofstede’s cultural theory we developed a consumer culture change scale in the context of Chinese consumers so that consumer culture change can be measured quantitatively. We further study consumer culture change on impulse buying. Results show that, all the five consumer culture change dimensions: power distance, individualism, masculinity, uncertainty avoidance, and long-term orientation are positively related to impulse buy
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Received: 26 September 2011
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Corresponding Authors:
WANG Jian guo
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