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Hedonic shopping value and impulse buying behavior in transitional economies: A symbiosis in the Mainland China marketplace

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Abstract

This article conducts an exploratory study that includes both qualitative and quantitative methods to provide an insight into Chinese consumers’ impulse buying behavior. Results show that, similar to more mature markets, impulse buying behavior is a commonplace phenomenon in the context of the emerging market in China, but that traditional Chinese culture continues to influence consumerism. It also provides practical guidance for how retailing firms can build strong brands by creating and managing emotional brand experiences.

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Acknowledgements

This study is jointly funded by the National Natural Science Foundation of China (No. 70772018) and the China Ministry of Education (No.08JZD0019).

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Authors and Affiliations

  1. Department of Marketing, Tsinghua University, Beijing, China

    Chunling Yu & Mike Bastin

Authors
  1. Chunling Yu
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  2. Mike Bastin
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Correspondence to Chunling Yu.

Additional information

1(PhD) is Associate Professor in Marketing at Economics and Management School, Tsinghua University, China. Her research interests include branding strategy and consumer social interaction. Yu's previous publications have appeared in Journal of Product and Brand Management, Journal of Global Management Studies and many Chinese academic journals, such as Nankai Management Review, Acta Psychologica Siniga, Journal of Marketing Science and so on.

2(MBA) lectures on all aspects of Brand Management and Consumer Behavior. His research interests include all aspects of consumer psychology, specifically personality theory, qualitative research methodology and financial brand valuation. Bastin is a visiting professor at China Agriculture University (CAU), where he teaches on the CAU Management School's MBA program. Previous publications have appeared in international journals/newspapers, including the Journal of Social Behavior and Personality (SSCI journal) and China Daily. He also appears on China Radio International as an expert speaker on Chinese Business and Consumer Culture.

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Yu, C., Bastin, M. Hedonic shopping value and impulse buying behavior in transitional economies: A symbiosis in the Mainland China marketplace. J Brand Manag 18, 105–114 (2010). https://doi.org/10.1057/bm.2010.32

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  • DOI: https://doi.org/10.1057/bm.2010.32

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