Acculturation Characteristics and Apparel Shopping Orientations: Chinese Students and Spouses from the People's Republic of China Residing in the Southwest

Abstract

Acculturation characteristics were examined as predictors of apparel shopping orientations among groups of Chinese students and spouses (n = 182) residing in the United States. Two major groups, which were identified by cluster analysis on 11 shopping orientation factors, differed in their overall acculturation characteristics, F (13,168) = 12.81, p < .01. Cluster 1 displayed a lower level of American acculturation characteristics and a less active shopping style, and was labeled Minimalist-Less Acculturated Shoppers. Cluster 2 displayed characteristics in a direct contrast to Cluster 1, and therefore was labeled Actively Involved-More Acculturated Shoppers. It was concluded that different acculturation levels of Chinese consumers may be related to different orientations to apparel shopping.

Keywords

acculturation shopping orientations Chinese consumers

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