Abstract

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.

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