The Investigation of Chinese Consumer Values,Consumption Values,Life Satisfaction, and Consumption Behaviors

摘要

The primary objective of this study was to investigate how the chang-ing value systems of modern Chinese consumers affect their consump-tion behaviors and life satisfaction through the mediating variables ofconsumption values. The results of the multivariate data analysis showthat three out of four types of consumer values (i.e., functional, emo-tional, and social) were positively related to foreign brand purchasing.Among all accepted relationships, the one between collectivism andfunctional value was the highest, whereas the collectivism and epis-temic value relationship was the lowest. Individualism and collectivismwere both found to be positively related to foreign brand purchasingand life satisfaction. Compared to collectivists, individualists were lesssatisfied with their current lives, but they held a more favorable atti-tude toward foreign brands.