In world market competition, modern enterprises must cater for Eastern and Western consumers with distinct cultures. Cultural factors influence customers’ purchase decision behaviors. From a consumer perspective, the most significant trait of a new product relative to its older counterpart is the difference between the two. From a business perspective, the innovation of products to meet consumer preferences is a crucial topic. This study surveyed 400 respondents and analyzed the impacts of cultural factor variables such as “self-construal,” “regulatory focus,” and “product enhancement type” (PET) on consumers’ “replacement and purchase” (RP) behaviors. The mediating variables were “difference in enjoyment” and “mental book value”. The following findings were obtained: An analysis of the self-construal type of respondents with distinct cultural characteristics under differing PETs revealed that respondents with independent self-construal were prone to RP behavior. PET analysis showed that the RP decisions of respondents with distinct cultural characteristics were inclined toward general enhancement (GE). When the type of PET was GE, regardless of the self-construal type, respondents with the regulatory focus trait were more prone RP behavior.In addition to compensating for the lack of studies on applying self-construal and self-regulatory focus theories to Asian markets, the findings of this study can serve as a reference for businesses in enabling them to properly plan product launching and market strategies in accordance with East Asian consumer preferences and cultural factors, thereby enhancing the quality of product development and design.
Yen Hsu, Tatung University, Taiwan
Yih-Ching Guo, Tatung University, Taiwan
Stream: Humanities - Aesthetics, Design
This paper is part of the ACAH2018 Conference Proceedings (View)
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