An Empirical Study of Retail Consumption Behavior in Rural China

December 28, 2013 Posted by admin

Jane Peihsun Wu and Vincent W S Chow
Shanghai University of Finance and Economics, Shanghai, China
Hong Kong Baptist University, Hong Kong, China.

Abstract
This study is the first exploratory empirical research on retail consumption behavior in rural China. The study develops an understanding of retail consumption behavior using well-established theories and cognitive models, with a focus on lifestyle and store attributes. The results show that the factors of customer lifestyle and of store attributes contribute positively to rural people’s consumption attitudes, and indirectly contribute to their intentions to shop in retail stores. The mediatory effect of consumption attitude is also strongly significant. Customer lifestyles have greater influence on attitudes and shopping intentions than store attributes, and this finding has important, practical implications for retail entrepreneurs in rural China.

Keywords: rural China, retail consumption behavior, lifestyle, store attributes.

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