Online shopping among Chinese consumers: an exploratory investigation of demographics and value orientation

Abstract

The current study examined the relationship between Chinese consumers' personal value orientations and their Internet usage and online shopping behaviour. The study was based on responses from a sample of 1620 respondents in five cities in China. Based on Schwartz's value structure, four value orientations were identified and named as ‘openness to change orientation’, ‘self‐enhancement orientation’, ‘conservation orientation’ and ‘self‐transcendence orientation.’ Logistic regression analysis was used to investigate the relationship between respondents' demographics, socio‐economic characteristics, value orientations and their Internet usage and online shopping behaviour. Also, a structural equation modelling analysis was employed. ‘Openness to change orientation’ and ‘self‐enhancement orientation’ were found to have direct or indirect positive effect on respondents' online shopping behaviour; whereas ‘conservation orientation’ and ‘self‐transcendence orientation’ were not significant in the equation estimation.

From quantity to quality: understanding slow fashion consumers for sustainability and consumer education

“…The other bipolar dimensions, the Openness to change and Conservation dimensions, are useful to explain the adoption of new channel shopping or new styles. Wu et al (2011) found that a person who has a stronger Openness to change orientation is more likely to use the internet in everyday life and to feel the internet is convenient to purchase products online, indicating that the Openness to change orientation facilitates adopting new technology. Wang et al (2008) addressed that stimulation needs (i.e., a core value of Openness to change) are satisfied with new products, indicating a positive association between stimulation and consumer innovativeness.…”

“…Wu et al . () found that a person who has a stronger Openness to change orientation is more likely to use the internet in everyday life and to feel the internet is convenient to purchase products online, indicating that the Openness to change orientation facilitates adopting new technology. Wang et al .…”

Traditional culture, political ideologies, materialism and luxury consumption inChina

“…While research has found that these Chinese traditional cultural values influence various consumer behaviours, such as customer satisfaction (Yau, 1994), online shopping (Wu et al, 2011), thrift and spending (Lin et al, 2013), purchase decisions (Liang and He, 2012) and gift giving (Yau et al, 1999;Joy, 2001;Qian et al, 2007), there is little research as to the effect of these values on materialism and desire for luxury products. While research has found that these Chinese traditional cultural values influence various consumer behaviours, such as customer satisfaction (Yau, 1994), online shopping (Wu et al, 2011), thrift and spending (Lin et al, 2013), purchase decisions (Liang and He, 2012) and gift giving (Yau et al, 1999;Joy, 2001;Qian et al, 2007), there is little research as to the effect of these values on materialism and desire for luxury products.…”

“…The history and development of China has meant that there are strong traditional cultural values (face, harmony, guanxi) co-existing with two opposing political ideologies (Maoism and Deng's theory), even in a one-party state. While research has found that these Chinese traditional cultural values influence various consumer behaviours, such as customer satisfaction (Yau, 1994), online shopping (Wu et al, 2011), thrift and spending (Lin et al, 2013), purchase decisions (Liang and He, 2012) and gift giving (Yau et al, 1999;Joy, 2001;Qian et al, 2007), there is little research as to the effect of these values on materialism and desire for luxury products.…”

Internet and Consumer Economic Wellbeing

“…In addition, cognitive involvement infl uences perceived usefulness and perceived ease of use in all countries, but the relationship between affective involvement and behavioral intention does not hold in Germany (Smith et al 2013 ). Based on a sample of Chinese consumers, "Openness to change orientation" and "self-enhancement orientation" are found to have positive effects on respondents' online shopping behavior (Wu et al 2011 ). A study conducted in Israel fi nds that online shoppers are experienced internet users who valued online information searching.…”