This study builds on a newly developed measurement scale for consumers' susceptibility to global consumer culture (SGCC) to investigate the motives underlying global consumption behaviour in two different Chinese societies. The measurement of SGCC highlights three dimensions related to global consumption tendencies, namely conformity to social norms, quality perception, and social prestige. The results from the Hong Kong consumers and Shanghai counterparts provide a support of the reliability and validity of the SGCC scale, as well as the connection between the psychological traits and purchase intentions. Managerial implications concerning positioning and communication strategies for global brands are discussed.
Contribution to Book
Susceptibility to global consumer culture : a cross-cultural studyAP: Asia-Pacific Advances in Consumer Research Volume 9
Document TypeBook chapter
PublisherAssociation for Consumer Research
Publisher StatementCopyright © 2011 The Association for Consumer Research. Access to external full text or publisher's version may require subscription.
Additional InformationISBN of the source publication: 9780915552689
Full-text VersionPublisher’s Version
Citation InformationPoon, P., & Zhou, L. (2011). Susceptibility to global consumer culture: A cross-cultural study. In Z. Yi, J. J. Xiao, J. Cotte, & L. Price (Eds.), AP: Asia-Pacific Advances in Consumer Research Volume 9 (pp.360-361). Duluth: Association for Consumer Research. Retrieved from http://www.acrwebsite.org/volumes/1008988/volumes/ap09/AP-09