The influence of hedonic values on consumer behaviors: An empirical investigation in china

Cheng Lu Wang, Zhen Xiong Chen*, Allan K K CHAN, Zong Cheng Zheng

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

79 Citations (Scopus)

Abstract

This study investigated the influence of hedonic values on the consumer behavior of young Chinese. The results show that hedonic values are negatively associated with utilitarian orientation and positively associated with novelty seeking, responsiveness to promotion stimuli, and preference for foreign brands. Personal income moderates the relationship between hedonic values and brand consciousness. Conceptual importance and managerial implications are discussed.

Original languageEnglish
Pages (from-to)169-186
Number of pages18
JournalJournal of Global Marketing
Volume14
Issue number1-2
DOIs
Publication statusPublished - 2000

Scopus Subject Areas

  • Business and International Management
  • Marketing

User-Defined Keywords

  • Branding
  • Chinese consumer
  • Hedonic values

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