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 journalJournal articlepeer-review

    101 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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