What characterizes Chinese consumer behavior? A cross-industry analysis of the Chinese diaspora in Japan

Bjoern Christian Frank, Gulimire Abulaiti, Takao Enkawa

Research output: Contribution to journalArticle

11 Citations (Scopus)


In order to profit from China's enormous business opportunities, international firms need to know Chinese consumer preferences. To learn more about intrinsic Chinese consumer preferences and their distinction from other Asian consumer preferences, this study analyzes differences in the formation of customer satisfaction, repurchase intent, and word-of-mouth intent between Chinese-born and locally born consumers in Japan. Verifying culture-based hypotheses, cross-industry analyses show that Chinese-born consumers pay less attention to the public brand image and risk-related switching costs, but more attention to quality expectations, perceived value, experienced usefulness, and financial switching costs than Japanese consumers. Marketing strategies should account for these preference structures.

Original languageEnglish
Pages (from-to)683-700
Number of pages18
JournalMarketing Letters
Issue number3
Publication statusPublished - 2012 Sep 1
Externally publishedYes



  • China
  • Customer loyalty
  • Customer satisfaction
  • Japan
  • Quality expectation
  • Repurchase intent
  • Word-of-mouth

ASJC Scopus subject areas

  • Business and International Management
  • Economics and Econometrics
  • Marketing

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