International Journal of Costume and Fashion

The Korean Society of Costume (한국복식학회)
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The Effect of Acculturation and Cultural Values on Shopping Behaviors of Asian Consumers in the United States

  • Jung, Hye-Jung (Dept. of Clothing and Textiles, Seoul National University) ;
  • Dyer, Carl L. (Dept. of Textile Products Design & Marketing, University of North Carolina at Greensboro)
  • Published : 2009.12.31
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Abstract

The purpose of this study was to identify the impact of acculturation level and individualism/collectivism on shopping behaviors such as' informational influences, shopping orientations, and store patronage of Asian ethnic groups residing in the United States. A total of 129 Asian adults residing in North Carolina State of the U.S. completed questionnaires. Results showed statistically significant differences in responses to an informational influence (i.e., media source) and two shopping orientation subscales (i.e., shopping confusion in the Us. and personalized shopping) between low- and high-acculturated groups. A significant difference was found between the individualistic group and the collectivistic group on three shopping orientation subscales. Due to the potential importance of considering both acculturation and individualism/collectivism when looking at shopping behaviors, four groups were created by categorizing respondents on the basis of their acculturation level and individualism/collectivism scores. Comparison on shopping orientations and informational influences by four groups revealed statistically significant differences in response to two shopping orientation subscales and two patronage behavior subscales.

Keywords

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