The influence of cultural values on human behavior has been well documented. However, very limited research has been reported on the linkages between cultural values of the Chinese people and their behaviors as consumers. The exploratory study investigated (a) ethnic attitudes of Chinese consumers, (b) their shopping orientations and (c) relationships between their ethnic attitudes and shopping orientations. Subjects in a Chinese society were divided into high and low attitudes toward Chinese cultural values. Results of t-tests showed statistically significant differences in responses to two shopping orientation subscales (recreational shopping and confused by overchoice) between high and low groups. These findings suggest that certain shopping orientation constructs are more closely linked with ethnic attitude of Chinese consumers than other shopping orientation constructs.
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