Ce chapitre va publier par Hermes-Science Publishing.
Abstract:
This study explores three doctrines in Chinese traditional culture and their influence on Chinese consumer behaviour. This research paper discusses some cultural issues that are related to consumer attitudes, consumption trend, branding, etc. in order to define an effective strategy and the managerial implications for business operation in China. This paper will begin a new series of research studies for providing future cross-cultural consumer research between European countries and China, and showing the empirical results in different sectors with different products.
Key words: consumer behaviour, Chinese traditional culture, Confucianism, Taoism, Buddhism
Lisa
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