The case of wine: understanding Chinese gift-giving behavior

Ye Yang () and Angela Paladino ()

Marketing Letters, 2015, vol. 26, issue 3, 335-361

Abstract: This study develops our understanding of consumption in China in a gift-giving context and highlights the boundary conditions under which country of origin effects impact wine gift-giving behavior. Using the Theory of Planned Behavior (TPB) as the core premise and borrowing from the embeddedness literature within network theory, we gauge unique insights into Chinese gift-giving behavior. Using survey results from 617 Chinese consumers, product image and gift packaging had significant moderating effects on relationships that were previously assumed to be robust. Results also suggested that country-of-origin effects (China) and ethnocentrism significantly impacted the formation of purchase behavior toward wine as a gift. Copyright Springer Science+Business Media New York 2015

Keywords: Gift-giving; Gifting; Wine consumption; China; Emerging markets; Consumer behavior; Wines; Culture; Country-of-origin; Ethnocentrism; Social image; Theory of planned behavior (search for similar items in EconPapers)
Date: 2015
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Citations: View citations in EconPapers (6)

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DOI: 10.1007/s11002-015-9355-0

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