A comparison of shopping behavior in Xi’an and Hong Kong malls: Utilitarian versus non-utilitarian shoppers

Does the behavior of shoppers in an emerging economy vary due to differences in their openness to Western lifestyle and the level of economic development? The present study attempts to answer this question by examining Chinese shoppers in Xi’an and Hong Kong. The findings reveal significant differences in Chinese shoppers’ shopping motives, shopping processes, and shopping outcomes. Xi’an shoppers tend to be more utilitarian and make more planned purchases. In contrast, Hong Kong shoppers go to malls with multiple shopping intents. Interestingly, we find that Xi’an shoppers visit malls with some non-utilitarian motives and make unplanned purchases that are comparable to those of their Hong Kong counterparts. This may suggest that a “shopping lifestyle” is emerging in West China. Hence, we make practical recommendations for international marketers who are interested in developing their retail business in West China.