Moderating effect of cultural values on decision making of gift-giving from a perspective of self-congruity theory: An empirical study from Chinese context

Journal of Consumer Marketing

Volumn 27, Issue 7, 2010, Pages 604-614

  Liu, Shi Xiong ^a   Lu, Yan Xiong ^a   Liang, Qiu Ping ^a   Wei, Er Yue ^a  

^a SHENZHEN UNIVERSITY   (China)

Author keywords

Charitable donations; China; Culture

Indexed keywords

EID: 78349292171     PISSN: 07363761     EISSN: None     Source Type: Journal    
DOI: 10.1108/07363761011086353     Document Type: Article

References (57)

1. Aaker, J.L. (1997), "Dimensions of Brand Personality" in Journal of Marketing Research, Vol. 34, No. 3, pp. 347-56.
2. Aaker, J.L. (1999), "The malleable self: the role of self-expression in persuasion" in Journal of Marketing Research, Vol. 36, No. 1, pp. 45-57.
3. Bagozzi, R.P. and Yi, Y.J. (1989), "On the use of structural equation model in experimental designs" in Journal of Marketing Research, Vol. 26, No. 26, pp. 271-84.
4. Bagozzi, R., Cudeck, R., Cote, J., Lehmann, D., McDonald, R., Heath, T., Irwin, J., Ambler, T., Netemeyer, R. and Bentler, P. (2001), "Structural equations modeling" in Journal of Consumer Psychology, Vol. 10, Nos 1/2, pp. 83-100.
5. Belk, R.W. (1979), "Gfit-gving behavior" in Research in Marketing, Vol. 2, p. 95.
6. Belk, R.W. (1983), "Worldly possessions: issues and criticisms" in Advances in Consumer Research, Vol. 10, No. 1, pp. 514-9.
7. Broniarczyk, S.M. and Alba, J.W. (1994), "The role of consumers' intuitions in inference making" in Journal of Consumer Research, Vol. 21, No. 3, pp. 393-407.
8. Burns, A.C. and Harrison, M.C. (1979), "A test of the reliability of psychographics" in Journal of Marketing Research, Vol. 16, No. 1, pp. 32-8.
9. D'Souza, C. (2003), "An inference of gift-giving within Asian business culture" in Asia Pacific Journal of Marketing and Logistics, Vol. 15, Nos 1/2, pp. 27-38.
10. Dodds, W.B. and Monroe, K.B. (1985), "The effect of brand and price information on subjective product evalutions" in Advances in Consumer Research, Vol. 12, No. 1, pp. 85-90.
11. Dodds, W.B. and Monroe, K.B. (1991), "The effect of brand and price information on subjective product evaluations" in Advances in Consumer Research, Vol. 12, No. 1, pp. 85-90.
12. Ericksen, M.K. (1996), "Using self-congruity and ideal congruity to predict purchase intention - a European perspective" in Journal of Euro-Marketing, Vol. 31, Nos 3/4, pp. 41-56.
13. Graeff, T.R. (1996), "Using promotional messages to manage the effects of brand and self-image on brand evaluations" in Journal of Consumer Research, Vol. 13, No. 3, pp. 4-18.
14. Grubb, E.L. and Grathwohl, H.L. (1967), "Consumer self-concept, symbolism and market behavior: a theoretical approach" in Journal of Marketing, Vol. 31, No. 4, pp. 22-7.
15. Hawkins, D.I., Best, R.J. and Coney, K.A. (2000), Consumer Behavior, 11th ed., McGraw-Hill, New York, NY.
16. Hofstede, F. and Wedel, M. (1999), "A cross-national investigation into the individual and national cultural antecedents of consumer innovativeness" in Journal of Marketing, Vol. 63, No. 2, pp. 55-70.
17. Hofstede, G. (1980) in Culture's Consequences: International Differences in Work-Related Issues, Sage, California, pp. 122-8.
18. Huang, G.G. (1995), Modern Transformation of Confucian Values: Theoretical Analysis and Empirical Research, Tianjin People Press, Tianjin.
19. Jamal, A. and Goode, M.M.H. (2001), "Consumers and brands: a study of the impact of self-image congruence on brand preference and satisfaction" in Marketing Intelligence & Planning, Vol. 19, Nos 6/7, pp. 482-92.
20. Jamal, A. and Al-Marri, M. (2007), "Exploring the effect of self-image congruence and brand preference on satisfaction: the role of expertise" in Journal of Marketing Management, Vol. 23, Nos 7/8, pp. 613-29.
21. Jia, H. and Liu, J.Y. (2008), "Research review of the influence of reference group on consumer decision" in Foreign Economics and Management, Vol. 30, No. 6, pp. 51-8.
22. Jiang, L.X., Lu, T.H. and Lu, Z. (2007), "Chinese consumers decision-making for gift purchase" in Journal of Sun Yatsen University (Social Science Edition), Vol. 47, No. 5, pp. 117-23.
23. Joy, A. (2001), "Gift giving in Hong Kong and the continuum of social ties" in Journal of Consumer Research, Vol. 28, No. 2, pp. 239-56.
24. Li, D.J., Wu, B., W, R.J. (2009), "The model of Chinese consumers purchase intention - revise the model of Fishbein rational behavior" in Management World, No. 1, pp. 121-61.
25. Liu, S.X. and Wei, E.Y. (2009), "Give what in case of gift-giving? A study on the effects of the congruence between self-concept and gift-image on consumers' gift purchasing intention", paper presented at the annual meeting of Journal of Marketing, 24 October-25 October, Tianjin., available at: www.docin.com/p-35396524.html (accessed 22 December 2009).
26. Lu, T.H. (2005), The Report of Chinese Behavior, China Social Science Publishing House, Beijing.
27. Mehta, A. (1999), "Using self-concept to assess advertising effectiveness" in Journal of Advertising Research, Vol. 39, No. 1, pp. 81-9.
28. Morwitz, V.G. and Schmittlein, D. (1992), "Using segmentation to improve sales forecasts based on purchase intent: which intenders actually buy?" in Journal of Marketing Research, Vol. 29, No. 4, pp. 391-405.
29. Nunnally, J. (1978), Psychometric Theory, McGraw-Hill, New York, NY.
30. Rokeach, B. and Sandra, J. (1973), "Values and violence: a test of the subculture of violence thesis" in American Sociological Review, Vol. 38, No. 6, pp. 736-49.
31. Rosenberg, M. (1989), "Self-concept research: a historical overview" in Social Forces, Vol. 68, No. 1, pp. 34-45.
32. Ross, I. (1971), "Self-concept and brand preference" in Journal of Business, Vol. 44, No. 1, pp. 38-50.
33. Ryan, M.J. (1982), "Behavioral intention formation: the interdependency of attitudinal and social influence variables" in Journal of Consumer Research, Vol. 9, No. 3, pp. 263-78.
34. Schiffman, L.G. and Kanuk, L.L. (2007), Consumer Behavior, 8th ed., China Renmin University Press, Beijing.
35. Schoormans, J.P.L. (2005), "Product personality and its influence on consumer preference" in Journal of Consumer Marketing, Vol. 22, No. 4, pp. 189-97.
36. Shawver, D.L. and Kanuk, L. (2007), "Models of buyer behavior: conceptual, quantitative, and empirical" in Journal of Marketing, Vol. 39, No. 4, pp. 120-0.
37. Sherry, J.R. and John, F. (1983), "Gift giving in anthropological perspective" in Journal of Consumer Research, Vol. 10, No. 2, pp. 157-68.
38. Sirgy, M.J. (1982), "Self-concept in consumer behavior: a critical review" in Journal of Consumer Research, Vol. 9, No. 3, pp. 287-300.
39. Sirgy, M.J., Grewal, D., Mangleburg, T.F., Park, J.-ok, Chon, K.-S., Claiborne, C.B., Johar, J.S. and Berkman, H. (1997), "Assessing the predictive validity of two methods of measuring self-image congruence" in Academy of Marketing Science Journal, Vol. 25, No. 3, pp. 229-41.
40. Wen, Z.L., Chang, L. and Hau, K.T. (2006), "Mediated moderator and moderated mediator" in Acta Psychologica Sinica, Vol. 38, No. 3, pp. 448-52.
41. Wolfinbarger, M.F. (1990), "Motivations and symbolism in gift giving behavior" in Advances in Consumer Research, Vol. 17, No. 1, pp. 699-705.
42. Wolfinbarger, M.F. and Yale, L.J. (1993), "Three motivations for interpersonal gift giving: experimental, obligated and practical motivations" in Advances in Consumer Research, Vol. 20, No. 1, pp. 520-6.
43. Yang, Z.F. (1983), "Social change and gift-giving behavior in Hong Kong" in Journal of Business Administration of Hong Kong, No. 1, pp. 7-26.
44. Yang, Z.F. (1994), Are Chinese People Collectivism, Value of Chinese-Sociological Point, Guiguan Publishing House, Taipei.
45. Yau, O.H.M., Chan, T.S. and Lau, K.F. (1999), "The in?uence of Chinese cultural values on consumer behavior: a proposed model of gift-purchasing behavior in Hong Kong" in Journal of International Consumer Marketing, Vol. 11, No. 1, pp. 97-116.
46. Zhang, M.X. (2005), "Cultural values based on confucianism and symbolic purchase behavior: conceptual refinement, measures, model and marketing strategic suggestions" in China Industrial Economy, No. 3, pp. 106-12.
47. Zhang, M.X. (2005), "Green purchase behavior based on taoist cultural values: conceptual refinement, measures, model and marketing strategic suggestions" in Economic Management, No. 4, pp. 34-41.
48. Zhang, M.X. (2005), "Utility buyer behavior based on Budhist cultural values; conceptual refinement, measures, model and strategic suggestions" in Journal of Capital University of Economics and Business, No. 3, pp. 14-20.
49. Zinkhan, G.M. and Hong, J.W. (1991), "Self concept and advertising effectiveness: a conceptual model of congruency, conspicuousness, and response mode" in Advances in Consumer Research, Vol. 18, No. 1, pp. 348-54.
50. Huang, C.W. and Tai, A.P. (2003), "Different cultural values reflected in customer value perceptions of products: a comparative study of Chinese and American" in Journal of International Marketing & Marketing Research, Vol. 28, No. 1, pp. 37-56.
51. Jia, H., Wang, Y.G. and Liu, J.Y. (2008), "Review of reference group influence on consumer decision-making" in Foreign Economics & Management, No. 6, pp. 6-8.
52. Long, M.M. and Schiffman, L.G. (2000), "Consumption values and relationships: segmenting the market for frequency programs" in Journal of Consumer Marketing, Vol. 17, Nos 2/3, pp. 214-30.
53. Rodoula, T. (2006), "The role of perceived product quality and overall satisfaction on purchase intentions" in International Journal of Consumer Studies, Vol. 30, No. 2, pp. 207-17.
54. Rohrberg, R.G. and Joaquin, F.S.P. (1976), "Alcohol, field dependence, and dyadic self-disclosure" in Psychological Reports, Vol. 39, No. 3, pp. 1151-61.
55. Russell, W.B. (1979), "Gift-giving behavior" in Research in Marketing, Vol. 2, pp. 95-127.
56. Sirgy, M.J. and Danes, J.E. (1981), "Self-image/product-image congruence models - testing selected models" in Advances in Consumer Research, Vol. 9, No. 1, pp. 556-61.
57. Wang, Q., Abdur, R.M. and Keng, K.A. (2007), "Chinese cultural values and gift-giving behavior" in Journal of Consumer Marketing, Vol. 24, No. 4, pp. 214-28.