The Effect of Shopping Experience on Cross Cultural Receptiveness in China

Effect of shopping experience

On cross-cultural receptiveness in Chinese

School of Business, Sun-Yat Sen University, Guangzhou

Introduction

Nowadays under the trend of globalization, like every other aspect in marketing changed in our life, more and more products are added some cross-culture mixing elements. For example, more Chinese movie have western actors and more Hollywood film conclude traditional Chinese like Panda or feature spots (C. Samuel Craig& William H. Greene& Susan P. Douglas, 2005). To promote customer satisfaction, we need to find out how do customers accept and appreciate these cultural mixing goods or service? And what factors impact on the receptiveness towards them?

Present literatures have addressed the questions of how people make sense of and respond to globalization and its social cultural ramifications; how people defend the integrity of their heritage cultural identities against the “culturally erosive” effects of globalization.( Chi-yue Chiu& Peter Gries& Carlos J. Torelli& Shirley Y. Y. Cheng,2011).From this we know customers value system effect on their acceptation to cross-national goods.

Other research examines what factors impact on this value system in evaluating a good. Some find ways of influences on the diffusion of new products (Idil Sayrac Yaveroglu& Naveen Donthu, 2002).

Study also perceived store shopping experience is relatively important in explaining consumers' value perceptions. (Kerin& Roger A.Jain& Ambuj& Howard Daniel J,1992).It tell that food, clothing, and modes of artistic expression may be strongly embedded in a particular culture, and there are marked differences from one culture to another in such product categories. Peoples' acceptance of products from ...

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