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

doi:10.1300/J042v14n01_09

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 journal › Journal article › peer-review

102 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 language	English
Pages (from-to)	169-186
Number of pages	18
Journal	Journal of Global Marketing
Volume	14
Issue number	1-2
DOIs	https://doi.org/10.1300/J042v14n01_09
Publication status	Published - 2000

Scopus Subject Areas

Business and International Management
Marketing

User-Defined Keywords

Branding
Chinese consumer
Hedonic values

UN SDGs

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

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10.1300/J042v14n01_09

Cite this

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title = "The influence of hedonic values on consumer behaviors: An empirical investigation in china",

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.",

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author = "Wang, {Cheng Lu} and Chen, {Zhen Xiong} and CHAN, {Allan K K} and Zheng, {Zong Cheng}",

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AU - Wang, Cheng Lu

AU - Chen, Zhen Xiong

AU - CHAN, Allan K K

AU - Zheng, Zong Cheng

PY - 2000

Y1 - 2000

N2 - 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.

AB - 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.

KW - Branding

KW - Chinese consumer

KW - Hedonic values

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U2 - 10.1300/J042v14n01_09

DO - 10.1300/J042v14n01_09

M3 - Journal article

AN - SCOPUS:0346046968

SN - 0891-1762

VL - 14

SP - 169

EP - 186

JO - Journal of Global Marketing

JF - Journal of Global Marketing

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ER -

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

Abstract

Scopus Subject Areas

User-Defined Keywords

UN SDGs

Access to Document

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