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 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
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And with the sequential study of Chinese culture, another new dimension is discovered, that is long-term vs. short-term orientation (Hofstede & Bond, 1998). In this article, the study target is to identify the collectivism/ individualism character of Chinese customers in Chinese fast food industry. According to Hofstede’s research, Chinese individual index is far less than western countries. Throughout history, collectivism has always as a mainstream culture to be praised and followed in China. On the contrary, western countries has highly influenced by individualism culture. And in fact, some one stated that the reason Chinese customers showed collectivism in their fastfood behavior is the result of the influence from traditional Chinese culture. And on the other hand, other factor also influence the collectivism characteristic in the behavior of Chinese customers in fast-food consumption, for example the perceived environmental uncertainty [6]. But in this article, we just want to find out whether the culture influence the collectivism of Chinese customers behavior in the fast-food industry. 2. Methodology 2.1. Questionnaires This research adopts the study methods which combine interview and questionnaire together, and mainly by questionnaire method. The interview is to get basic information of Chinese fast-food consumers and the consuming characters by communicating with managers of sample fast food restaurants, thus to build the research hypothesis. The
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