A cross-cultural analysis of impulsive buying behaviour: Comparing the effect of longterm orientation and shopping values of Chinese and US consumers

Pei Wang and Sindy Chapa
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Pei Wang: Florida State University, USA
Sindy Chapa: Center for Hispanic Marketing Communication, USA

Journal of Cultural Marketing Strategy, 2023, vol. 7, issue 2, 174-186

Abstract: This case study compares the impact of cultural values on impulsive buying behaviours (IBBs) in two different cultures. The study considers long-term orientation (LTO) as an extended antecedent to explore the moderating role of two shopping values and self-control on IBB among Chinese and US consumers. The online survey results from 237 Chinese and 228 US consumers indicated that LTO negatively influences the IBB in both countries. As predicted, LTO was found to be a key predictor of hedonic shopping value (HSV), utilitarian shopping value (USV) and self-control in different cultural contexts. Overall, it was found that Chinese consumers have a higher level of LTO than US consumers, leading to a greater level of USV and a lower level of IBB.

Keywords: impulsive behaviour; cross-cultural; long-term orientation; Chinese; American; consumer behaviour; utilitarian; hedonic; shopping values (search for similar items in EconPapers)
JEL-codes: J7 M3 (search for similar items in EconPapers)
Date: 2023
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