Influence of Chinese cultural values on consumer behavior : A proposed model of gift-purchasing behavior in Hong Kong

Oliver H. M. YAU; T. S. CHAN; K. F. LAU

Influence of Chinese cultural values on consumer behavior : A proposed model of gift-purchasing behavior in Hong Kong

Oliver H. M. YAU^*, T. S. CHAN, K. F. LAU

^*Corresponding author for this work

Lingnan College

Research output: Book Chapters | Papers in Conference Proceedings › Book Chapter › Research › peer-review

Abstract

Gift giving is often a highly visible social behavior which individuals perform among family members and social or business friends. The importance of the symbolism of gifts would suggest that social referents may affect the purchase decisions for gifts. One's social referents are often determined by one's cultural background or affiliation. We propose that the behavior of gift giving among Hong Kong consumers is mediated by such Chinese cultural values as face saving, reciprocity and guawci (relationship). This paper summarizes the literature on Chinese cultural values and then develops a more parsimonious model to explain the influence of Chinese cultural values on gift giving. Propositions are developed based on this comprehensive model for future testing.

Original language	English
Title of host publication	Consumer Behavior in Asia : Issues and Marketing Practice
Editors	T. S. CHAN
Publisher	Taylor and Francis Ltd.
Pages	97-116
Number of pages	20
ISBN (Electronic)	9781315862323
ISBN (Print)	9780789006912
Publication status	Published - 1999

Bibliographical note

Publisher Copyright:
© 1999 by The Haworth Press, Inc.

Keywords

Chinese cultural values
Gift-purchasing behavior in Hong Kong
Model building

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

Cite this

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title = "Influence of Chinese cultural values on consumer behavior : A proposed model of gift-purchasing behavior in Hong Kong",

abstract = "Gift giving is often a highly visible social behavior which individuals perform among family members and social or business friends. The importance of the symbolism of gifts would suggest that social referents may affect the purchase decisions for gifts. One's social referents are often determined by one's cultural background or affiliation. We propose that the behavior of gift giving among Hong Kong consumers is mediated by such Chinese cultural values as face saving, reciprocity and guawci (relationship). This paper summarizes the literature on Chinese cultural values and then develops a more parsimonious model to explain the influence of Chinese cultural values on gift giving. Propositions are developed based on this comprehensive model for future testing.",

keywords = "Chinese cultural values, Gift-purchasing behavior in Hong Kong, Model building",

author = "YAU, {Oliver H. M.} and CHAN, {T. S.} and LAU, {K. F.}",

note = "Publisher Copyright: {\textcopyright} 1999 by The Haworth Press, Inc.",

year = "1999",

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editor = "CHAN, {T. S.}",

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Influence of Chinese cultural values on consumer behavior : A proposed model of gift-purchasing behavior in Hong Kong. / YAU, Oliver H. M.; CHAN, T. S.; LAU, K. F.
Consumer Behavior in Asia : Issues and Marketing Practice. ed. / T. S. CHAN. Taylor and Francis Ltd., 1999. p. 97-116.

Research output: Book Chapters | Papers in Conference Proceedings › Book Chapter › Research › peer-review

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AU - CHAN, T. S.

AU - LAU, K. F.

PY - 1999

Y1 - 1999

N2 - Gift giving is often a highly visible social behavior which individuals perform among family members and social or business friends. The importance of the symbolism of gifts would suggest that social referents may affect the purchase decisions for gifts. One's social referents are often determined by one's cultural background or affiliation. We propose that the behavior of gift giving among Hong Kong consumers is mediated by such Chinese cultural values as face saving, reciprocity and guawci (relationship). This paper summarizes the literature on Chinese cultural values and then develops a more parsimonious model to explain the influence of Chinese cultural values on gift giving. Propositions are developed based on this comprehensive model for future testing.

AB - Gift giving is often a highly visible social behavior which individuals perform among family members and social or business friends. The importance of the symbolism of gifts would suggest that social referents may affect the purchase decisions for gifts. One's social referents are often determined by one's cultural background or affiliation. We propose that the behavior of gift giving among Hong Kong consumers is mediated by such Chinese cultural values as face saving, reciprocity and guawci (relationship). This paper summarizes the literature on Chinese cultural values and then develops a more parsimonious model to explain the influence of Chinese cultural values on gift giving. Propositions are developed based on this comprehensive model for future testing.

KW - Chinese cultural values

KW - Gift-purchasing behavior in Hong Kong

KW - Model building

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SN - 9780789006912

SP - 97

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BT - Consumer Behavior in Asia : Issues and Marketing Practice

A2 - CHAN, T. S.

PB - Taylor and Francis Ltd.

ER -

Influence of Chinese cultural values on consumer behavior : A proposed model of gift-purchasing behavior in Hong Kong

Abstract

Bibliographical note

Keywords

UN SDGs

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Influence of Chinese Cultural Values on Consumer Behavior : A Proposed Model of Gift-Purchasing Behavior in Hong Kong

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