Acculturation and consumer behaviour: The case of Chinese Australian consumers
Date
2000
Authors
Quester, P.
Karunaratna, A.
Chong, I.
Editors
O'Cass, A.
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Conference paper
Citation
Proceedings of ANZMAC 2000 Visionary marketing for the 21st century: Facing the challenge, 2000: pp.1019-1024
Statement of Responsibility
Pascale G. Quester, Amal Karunaratna and Irene Chong
Conference Name
ANZMAC (2000 : Gold Coast, Australia)
Abstract
An empirical study involving 288 respondents examined whether the assimilation model of acculturation is more valid than the ‘unique behaviour’ model in the case of Australian-Chinese consumers. Chinese Australian consumers exhibiting contrasting degrees of acculturation provided information regarding several aspects of consumer behaviour, including information search, product evaluation, purchase behaviour and post-purchase evaluation in the case of a particular product category, namely cars. Results suggested that both views are valid and demonstrated the need for further research in this area.
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