The Characteristics of Emerging Hedonistic Consumers in China: An Empirical Investigation

Zhen Xiong Chen; Charlie Wang; Allan K.K. Chan; Zong Cheng Zheng

doi:10.1007/978-3-319-17356-6_18

The Characteristics of Emerging Hedonistic Consumers in China: An Empirical Investigation

Zhen Xiong Chen^*, Charlie Wang, Allan K.K. Chan, Zong Cheng Zheng

^*Corresponding author for this work

Research output: Chapter in book/report/conference proceeding › Chapter › peer-review

Abstract

This study investigates the influence of hedonistic consumption values on the consumer behaviour of young Chinese. The results show that hedonistic consumption value is negatively associated with utilitarian orientation, and positively associated with fashion orientation, responsiveness to commercial stimuli, brand consciousness, and preference for foreign brands. Personal income moderates the relationship between hedonistic consumption and brand consciousness.

Original language	English
Title of host publication	Global Perspectives in Marketing for the 21st Century
Subtitle of host publication	Proceedings of the 1999 World Marketing Congress
Editors	Ajay K. Manrai, H. Lee Meadow
Publisher	Springer Nature
Pages	63
Number of pages	1
ISBN (Electronic)	9783319173566
ISBN (Print)	9783319173559
DOIs	https://doi.org/10.1007/978-3-319-17356-6_18
Publication status	Published - 2015

Publication series

Name	Developments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN (Print)	2363-6165
ISSN (Electronic)	2363-6173

Scopus Subject Areas

Strategy and Management
Marketing

User-Defined Keywords

Brand Consciousness
Consumer Behaviour
Empirical Investigation
Managerial Implication
Personal Income

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

Access to Document

10.1007/978-3-319-17356-6_18

Cite this

Chen, Z. X., Wang, C., Chan, A. K. K., & Zheng, Z. C. (2015). The Characteristics of Emerging Hedonistic Consumers in China: An Empirical Investigation. In A. K. Manrai, & H. L. Meadow (Eds.), Global Perspectives in Marketing for the 21st Century: Proceedings of the 1999 World Marketing Congress (pp. 63). (Developments in Marketing Science: Proceedings of the Academy of Marketing Science). Springer Nature. https://doi.org/10.1007/978-3-319-17356-6_18

Chen, Zhen Xiong ; Wang, Charlie ; Chan, Allan K.K. et al. / The Characteristics of Emerging Hedonistic Consumers in China : An Empirical Investigation. Global Perspectives in Marketing for the 21st Century: Proceedings of the 1999 World Marketing Congress. editor / Ajay K. Manrai ; H. Lee Meadow. Springer Nature, 2015. pp. 63 (Developments in Marketing Science: Proceedings of the Academy of Marketing Science).

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title = "The Characteristics of Emerging Hedonistic Consumers in China: An Empirical Investigation",

abstract = "This study investigates the influence of hedonistic consumption values on the consumer behaviour of young Chinese. The results show that hedonistic consumption value is negatively associated with utilitarian orientation, and positively associated with fashion orientation, responsiveness to commercial stimuli, brand consciousness, and preference for foreign brands. Personal income moderates the relationship between hedonistic consumption and brand consciousness.",

keywords = "Brand Consciousness, Consumer Behaviour, Empirical Investigation, Managerial Implication, Personal Income",

author = "Chen, {Zhen Xiong} and Charlie Wang and Chan, {Allan K.K.} and Zheng, {Zong Cheng}",

note = "Publisher Copyright: {\textcopyright} 2015, Academy of Marketing Science.",

year = "2015",

doi = "10.1007/978-3-319-17356-6_18",

language = "English",

isbn = "9783319173559",

series = "Developments in Marketing Science: Proceedings of the Academy of Marketing Science",

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pages = "63",

editor = "Manrai, {Ajay K.} and Meadow, {H. Lee}",

booktitle = "Global Perspectives in Marketing for the 21st Century",

address = "Germany",

}

Chen, ZX, Wang, C, Chan, AKK & Zheng, ZC 2015, The Characteristics of Emerging Hedonistic Consumers in China: An Empirical Investigation. in AK Manrai & HL Meadow (eds), Global Perspectives in Marketing for the 21st Century: Proceedings of the 1999 World Marketing Congress. Developments in Marketing Science: Proceedings of the Academy of Marketing Science, Springer Nature, pp. 63. https://doi.org/10.1007/978-3-319-17356-6_18

The Characteristics of Emerging Hedonistic Consumers in China: An Empirical Investigation. / Chen, Zhen Xiong; Wang, Charlie; Chan, Allan K.K. et al.
Global Perspectives in Marketing for the 21st Century: Proceedings of the 1999 World Marketing Congress. ed. / Ajay K. Manrai; H. Lee Meadow. Springer Nature, 2015. p. 63 (Developments in Marketing Science: Proceedings of the Academy of Marketing Science).

Research output: Chapter in book/report/conference proceeding › Chapter › peer-review

TY - CHAP

T1 - The Characteristics of Emerging Hedonistic Consumers in China

T2 - An Empirical Investigation

AU - Chen, Zhen Xiong

AU - Wang, Charlie

AU - Chan, Allan K.K.

AU - Zheng, Zong Cheng

PY - 2015

Y1 - 2015

N2 - This study investigates the influence of hedonistic consumption values on the consumer behaviour of young Chinese. The results show that hedonistic consumption value is negatively associated with utilitarian orientation, and positively associated with fashion orientation, responsiveness to commercial stimuli, brand consciousness, and preference for foreign brands. Personal income moderates the relationship between hedonistic consumption and brand consciousness.

AB - This study investigates the influence of hedonistic consumption values on the consumer behaviour of young Chinese. The results show that hedonistic consumption value is negatively associated with utilitarian orientation, and positively associated with fashion orientation, responsiveness to commercial stimuli, brand consciousness, and preference for foreign brands. Personal income moderates the relationship between hedonistic consumption and brand consciousness.

KW - Brand Consciousness

KW - Consumer Behaviour

KW - Empirical Investigation

KW - Managerial Implication

KW - Personal Income

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U2 - 10.1007/978-3-319-17356-6_18

DO - 10.1007/978-3-319-17356-6_18

M3 - Chapter

AN - SCOPUS:85125071314

SN - 9783319173559

T3 - Developments in Marketing Science: Proceedings of the Academy of Marketing Science

SP - 63

BT - Global Perspectives in Marketing for the 21st Century

A2 - Manrai, Ajay K.

A2 - Meadow, H. Lee

PB - Springer Nature

ER -

Chen ZX, Wang C, Chan AKK, Zheng ZC. The Characteristics of Emerging Hedonistic Consumers in China: An Empirical Investigation. In Manrai AK, Meadow HL, editors, Global Perspectives in Marketing for the 21st Century: Proceedings of the 1999 World Marketing Congress. Springer Nature. 2015. p. 63. (Developments in Marketing Science: Proceedings of the Academy of Marketing Science). doi: 10.1007/978-3-319-17356-6_18

The Characteristics of Emerging Hedonistic Consumers in China: An Empirical Investigation

Abstract

Publication series

Scopus Subject Areas

User-Defined Keywords

UN SDGs

Access to Document

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