中国传统价值观对于消费行为影响研究——以上海手机市场为例

Influence of Traditional Chinese Values on Consumer Behavior:the Case of Mobile in Shanghai

This study investigates how traditional Chinese values influence Chinese consumer behavior directly and indirectly through the impact on peoples lifestyles and perceived values. The empirical research is conducted in the context of the mobile phone market in Shanghai. The study establishes measurement scales of Confucian value, lifestyle, and customer perceived value for Chinese market. Relationships of multiple factors are tested in the structural equation model and their impacts on consumer behavior are elaborated. Findings indicate that Confucian values not only have a direct impact on Chinese consumer behavior but also indirectly influence this behavior through impacting peoples lifestyles and perceived values.