The Culture Influence on the Collectivism of Chinese Customers Behavior in the Fast-Food Industry

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Energy Procedia Procedia 13 (2011) 4055 – 4062 Energy 00 (2011) 000–000

Energy Procedia www.elsevier.com/locate/procedia ESEP 2011: 9-10 December 2011, Singapore

The Culture Influence on the Collectivism of Chinese Customers Behavior in the Fast-food Industry
Yu Wang a, Changbo Shi a, Yalan Gu b, Yong Du c,*
Tourism Management & Cuisine School, Harbin University of Commerce, Harbin, P.R. China b School of Cross Cultural Communication, Newcastle University, United Kingdom c School of Computer Science & Technology, Harbin Institute of Technology, Harbin, P.R. China a Abstract

With the development of Chinese economy, the importance of Chinese market is
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The interviewees should complete the questionnaire which contains twelve questions with five scores which means the different degree of agreement. Among the questions, the three culture background related questions are used to judge the recognition degree of Chinese traditional culture and Chinese catering culture of consumers; the three consumer consumption characters questions are used to identify the main consuming model of consumers; while the six consumer behavior statement questions are to describe the principal characters of consumers’ behavior. The questions describing the consumer behavior characters are designed based on the “AIO” (Activities/ Interests/ Opinion) life style research, by Shrum and Lowrey. is mainly concerns the statement related with understanding consumers’ purchasing behavior (such as, the extent of regarding opinion leader, characters of consumption behavior, price sensitivity and the financial hesitation when purchasing and the loyalty of brand interest). In the questionnaire, an efficient evaluation system—Likertscales (Sarantakos,S, 2005:250) is adopted, measuring every question by using 5 scores. And the distribution of cultural dimension related questions in questionnaire as table 2 listed:
Table 2. Distribution of questions in questionnaire
Demensions Distribution of questions

Judgment of cultural background Basic characters of consuming Cultural dimensions of consuming behavior Collectivism/
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