Predicting young Chinese consumers' intentions to purchase Western brands: Structural model analysis.

ABSTRACT: This study aims to investigate how young Chinese consumers make purchase intentions towards Western brands under the influence of two conflicting values and CSR, which is insufficiently discussed in the current literature. Both value-attitude-behavior (VAB) and consumer cultural theories are adopted to construct the research framework. Data was collected from undergraduate students studying at a public university located in Guangzhou via WeChat and Tencent QQ. A total of 314 usable responses were analyzed by the partial least squares structural equation modeling (PLS-SEM). The empirical findings indicated that cosmopolitanism has a significantly positive effect on brand attitudes and purchase intentions; ethnocentrism has a significantly negative effect on purchase intentions, but no signi

SUBMITTER: Long F 

PROVIDER: S-EPMC9075654 | biostudies-literature | 2022

REPOSITORIES: biostudies-literature