文档介绍：
An Empirical Investigation of Chinese Consumers Based on
Cultural Values#
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DAI Xin, CHENG Si, WEN Baotang*
(School of Management, Huazhong University of Science and Technology, Wuhan 430074)
Abstract: IThis paper captures current Chinese cultural values bining the unique and valuable
mianzi(face) dimension with Hofstede’sfive cultural dimension framework. Through scale revision, the
framework’s reliability and validity were tested in accordance with Chinese Confucian cultural values.
On the basis of China’s unique economic development situation, the study was conducted in its eastern,
central, and western regions. Through empirical analysis methods, it identified seven different cultural
value groups, as well as their consumption traits, giving guidance for marketing strategies to Chinese
consumers
Key words: consumer behavior; Hofstede’s cultural values; face; cultural value
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0 Introduction
As an emerging market, China has recently begun to receive considerable attention from
multinational corporations. A great number of international enterprises are eager to gain an
understanding of this large market. China is has an enormous population, with a variety of distinct
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customer demands. Geographically, the different tiers of Chinese cities suggest obvious variances in
product preferences, which raise issues surrounding the des