The role of behavioral, normative, and control beliefs in the consumption of Australian products and services by Chinese consumers

Joanne R. Smith, Shuang Liu, Peter Liesch, Cindy Callois, Ren Yi and Stephanie Daly

Australasian marketing journal, 2010, vol. 18, issue 4, 206-213

Abstract: This study reports an application of the theory of planned behavior as a framework to investigate how beliefs influence purchase decisions of Chinese consumers. Data were obtained from an online survey (N=2002) that assessed respondents’ behavioral, normative, and control beliefs in relation to their intentions to purchase Australian products and/or services. The multivariate analysis revealed significant difference in beliefs of people who intended to purchase Australian products and/or services compared to people who did not intend to purchase them. Purchase intentions were associated with a favorable cost-benefit analysis, greater perceptions of normative support for the behavior, and lower perceptions of the extent to which barriers would impede performance of the behavior. Implications for theory and marketing practice are discussed.

Keywords: China; Consumer behavior; Consumer beliefs; Country of origin; Theory of planned behavior (search for similar items in EconPapers)
Date: 2010
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:aumajo:v:18:y:2010:i:4:p:206-213

DOI: 10.1016/j.ausmj.2010.07.001

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