Antecedents of Chinese adolescents’ purchase intention for local brands: The moderating influence of materialistic values
题目：Antecedents of Chinese adolescents’ purchase intention for local brands: The moderating influence of materialistic values
To examine factors affecting Chinese adolescents’ purchase intention for local brands, this study focuses on the effects of perceived social status value, materialistic values, and product usage situations. Based on a sample of 587 Chinese adolescent respondents, perceived social status value associated with local brands (as relative to foreign brands) significantly influences purchase intention for local brands. Moreover, influence of perceived social status value of local brands on local brand purchase intention is greater for materialistic adolescents. This difference across materialistic and non-materialistic youth is prominent in a usage situation involving high peer pressure. The findings provide understanding of the drivers of purchase intention, and thus serve as a guideline for Chinese firms and foreign marketers seeking to enter the growing Chinese market, as well as consumer educators in China. This study contributes to the limited empirical research into the factors shaping country of origin effects. The findings suggest the need to consider the moderating role of materialistic values on purchase intention for local brands.
Dr. Bing Shi is an associate professor in Psychology at Sun Yat-sen University. Her primary research interest is to explore peer social influence on consumer behavior and cognition. Hitherto, Dr. Shi has conducted research on the role of peer social networks in modifying and shaping young individuals’ antisocial and consumer behavior. Some of her papers have been published in journals such as Developmental Psychology, Social Development, Merrill-Palmer Quarterly, Journal of Consumer Marketing and Acta Psychologica Sinica (Chinese).