Marketing Letters

, Volume 23, Issue 3, pp 683–700 | Cite as

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

  • Björn Frank
  • Gulimire Abulaiti
  • Takao Enkawa


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.


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



We would like to thank the Co-Editor, Frank R. Kardes, and two anonymous reviewers for their helpful and constructive comments on earlier drafts.


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Copyright information

© Springer Science+Business Media, LLC 2012

Authors and Affiliations

  1. 1.Department of Industrial Engineering and ManagementTokyo Institute of TechnologyTokyoJapan

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