Measuring Confucian values among East Asian consumers: A four country study

Lien Le MONKHOUSE, Bradley R. BARNES, Thi Song HANH PHAM

Research output: Journal PublicationsJournal Article (refereed)peer-review

50 Citations (Scopus)

Abstract

This study aims to make a conceptual and empirical contribution by developing and operationalizing suitable scales to capture certain Confucian values (face saving, humility, group orientation, hierarchy and reciprocity) that can influence East Asian consumers. Based on the pertinent literature, focus group discussions with extended East Asian families and East Asian scholar interviews, we develop and validate our measures on data from over 400 respondents across four East Asian cities (Tokyo, Hanoi, Beijing and Singapore). Despite some variance, our findings signal that East Asians are highly influenced by such traditional values. Several implications are extracted and future research directions suggested.

Original languageEnglish
Pages (from-to)320-336
Number of pages17
JournalAsia Pacific Business Review
Volume19
Issue number3
DOIs
Publication statusPublished - Jul 2013
Externally publishedYes

Keywords

  • confucianism
  • consumer
  • culture
  • East Asia

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