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

Marketing Letters volume 23, pages 683–700 (2012)Cite this article

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.

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Acknowledgments

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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Authors and Affiliations

  1. Department of Industrial Engineering and Management, Tokyo Institute of Technology, W9-53, 2-12-1 O-okayama, Meguro-ku, Tokyo, 152-8552, Japan

    Björn Frank, Gulimire Abulaiti & Takao Enkawa

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  1. Björn Frank
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  2. Gulimire Abulaiti
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  3. Takao Enkawa
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Correspondence to Björn Frank.

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Frank, B., Abulaiti, G. & Enkawa, T. What characterizes Chinese consumer behavior? A cross-industry analysis of the Chinese diaspora in Japan. Mark Lett 23, 683–700 (2012). https://doi.org/10.1007/s11002-012-9171-8

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  • DOI: https://doi.org/10.1007/s11002-012-9171-8

Keywords

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