The Culture Influence on the Collectivism of Chinese Customers Behavior in the Fast-Food Industry
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Energy Procedia Procedia 13 (2011) 4055 – 4062 Energy 00 (2011) 000–000
Energy Procedia www.elsevier.com/locate/procedia ESEP 2011: 9-10 December 2011, Singapore
The Culture Influence on the Collectivism of Chinese Customers Behavior in the Fast-food Industry
Yu Wang a, Changbo Shi a, Yalan Gu b, Yong Du c,*
Tourism Management & Cuisine School, Harbin University of Commerce, Harbin, P.R. China b School of Cross Cultural Communication, Newcastle University, United Kingdom c School of Computer Science & Technology, Harbin Institute of Technology, Harbin, P.R. China a Abstract
With the development of Chinese economy, the importance of Chinese market is gradually increasing, especially in the fast-food industry. Culture has an overwhelming impact on Chinese fast-food consumers and the differences between China and western cultures also affect Chinese fast-food consumer behavior. Based on the current situation of Chinese fast-food development and the relevant research theories of consumer behavior and culture differences, this paper indentified the relative background of the research theme, furthermore, it also puts forwards two main hypotheses and designed the research questionnaires through interviewing the popular fast-food brand managers in Beijing, China. Through the analysis of the survey data, it proves the validity of the relevant hypotheses and gets conclusion that Chinese traditional culture does influence the collectivism in the consuming behavior of Chinese consumers.
© 2011 Published by Elsevier Ltd. Selection and/or peer-review under responsibility of Singapore Institute of © 2011 Published by Elsevier Ltd. Selection and/or peer-review under responsibility of ESEP 2011 Electronics
Keywords: Collective, Custom behavior, Fast-food industry
1. Introduction: experience and tourism experience Chinese fast-food industry arose in 1987. By the end of
Energy Procedia Procedia 13 (2011) 4055 – 4062 Energy 00 (2011) 000–000
Energy Procedia www.elsevier.com/locate/procedia ESEP 2011: 9-10 December 2011, Singapore
The Culture Influence on the Collectivism of Chinese Customers Behavior in the Fast-food Industry
Yu Wang a, Changbo Shi a, Yalan Gu b, Yong Du c,*
Tourism Management & Cuisine School, Harbin University of Commerce, Harbin, P.R. China b School of Cross Cultural Communication, Newcastle University, United Kingdom c School of Computer Science & Technology, Harbin Institute of Technology, Harbin, P.R. China a Abstract
With the development of Chinese economy, the importance of Chinese market is gradually increasing, especially in the fast-food industry. Culture has an overwhelming impact on Chinese fast-food consumers and the differences between China and western cultures also affect Chinese fast-food consumer behavior. Based on the current situation of Chinese fast-food development and the relevant research theories of consumer behavior and culture differences, this paper indentified the relative background of the research theme, furthermore, it also puts forwards two main hypotheses and designed the research questionnaires through interviewing the popular fast-food brand managers in Beijing, China. Through the analysis of the survey data, it proves the validity of the relevant hypotheses and gets conclusion that Chinese traditional culture does influence the collectivism in the consuming behavior of Chinese consumers.
© 2011 Published by Elsevier Ltd. Selection and/or peer-review under responsibility of Singapore Institute of © 2011 Published by Elsevier Ltd. Selection and/or peer-review under responsibility of ESEP 2011 Electronics
Keywords: Collective, Custom behavior, Fast-food industry
1. Introduction: experience and tourism experience Chinese fast-food industry arose in 1987. By the end of
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