Book Description

This research explored the relationship between product evaluation processes and the cultural orientations of consumers from different regions of China. Specifically, it examined (i) if differences exist in the product evaluation characteristics of consumers from different regions of China; (ii) if differences exist in the cultural orientations of consumers from different regions of China, and (iii) if the differences in cultural orientations among Chinese consumers are associated with differences in product evaluation processes. By increasing our understanding of product evaluation behaviour across different regions within China, the current research has contributed to both business and theory. Further, it examines the link between culture and product evaluation, a subject which is frequently treated as implicit in studies of international consumer behaviour. -- The study was based on Hofstede's cultural framework consisting of both etic (power distance, uncertainty avoidance, individualism-collectivism and masculinity-femininity) and emic (long- vs short-term orientation) dimensions. The five cultural indices (PDI, UAI, IDV, MAS, LTO) from Hofstede's framework were adopted as measures of the five corresponding cultural dimensions. -- From a sample survey of consumers in three diverse Chinese locations (Hong Kong, Shanghai and Chongqing), groups displaying varying levels on Hofstede's cultural indices were examined for differences, if any, in their product evaluation processes. Domestic air-conditioner was chosen as a hypothetical product. Data were analysed using quantitative techniques including ANOVA and SEM. Two models were developed in this research: the product evaluation model and the product evaluation cultural model. -- The research produced two main findings. First, Chinese groups, categorised by cities, show significant differences in their product evaluation characteristics. Second, there are significant differences among Chinese groups categorised by cities in two cultural dimensions, UAI and LTO, and marginal differences for PDI, while no significant differences could be measured for the remaining two dimensions of IDV and MAS. Possible interpretations of these results are that the differences in product evaluation could be linked to the differences in cultural value orientations, or that there could be differences in product evaluation characteristics among different cultural groups. However, groups of Chinese consumers in this study displaying differences in Hofstede's cultural dimensions do not differ significantly in their product evaluation processes, suggesting that, for the products and locations studied in this researh, the differences in culture are not associated with differences in product evaluation. An alternative interpretation of the results is that, if cultural differences can explain the differences in product evaluation processes, these differences are not measurable by applying Hofstede's five-dimensional culture model using the current research methodology and conditions. Implications for management and for future research are also discussed.