Chinese-Inspired Products: Value-Attitude-Behavior

  •  Wei Fu    
  •  Wanmo Koo    
  •  Youn-Kyung Kim    


This studyemployed a value-attitude-behavior model to investigate whether global anddomain-specific values affect US consumers’ attitudes and purchase behaviorstoward a Chinese-Inspired Product, with theperceived level of cultural design influence as a moderator between culturalopenness and domain-specific values. The results indicated that global values (i.e., cultural openness and need todifferentiate) positively influenced domain-specific values (i.e., esthetic andemotional values) and attitudes, which in turn affected US consumers’ behaviors(i.e., word of mouth and purchase intention); and theeffect of cultural openness on emotional value perception was greater forconsumers who had stronger perceptions of cultural design influence.

This work is licensed under a Creative Commons Attribution 4.0 License.
  • ISSN(Print): 1918-719X
  • ISSN(Online): 1918-7203
  • Started: 2009
  • Frequency: quarterly

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