Article

Marketing Letters

, Volume 23, Issue 3, pp 683-700

What characterizes Chinese consumer behavior? A cross-industry analysis of the Chinese diaspora in Japan

  • Björn FrankAffiliated withDepartment of Industrial Engineering and Management, Tokyo Institute of Technology Email author 
  • , Gulimire AbulaitiAffiliated withDepartment of Industrial Engineering and Management, Tokyo Institute of Technology
  • , Takao EnkawaAffiliated withDepartment of Industrial Engineering and Management, Tokyo Institute of Technology

Rent the article at a discount

Rent now

* Final gross prices may vary according to local VAT.

Get Access

Abstract

In order to profit from China’s enormous business opportunities, international firms need to know Chinese consumer preferences. To learn more about intrinsic Chinese consumer preferences and their distinction from other Asian consumer preferences, this study analyzes differences in the formation of customer satisfaction, repurchase intent, and word-of-mouth intent between Chinese-born and locally born consumers in Japan. Verifying culture-based hypotheses, cross-industry analyses show that Chinese-born consumers pay less attention to the public brand image and risk-related switching costs, but more attention to quality expectations, perceived value, experienced usefulness, and financial switching costs than Japanese consumers. Marketing strategies should account for these preference structures.

Keywords

China Customer satisfaction Customer loyalty Japan Repurchase intent Quality expectation Word-of-mouth