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Acculturation levels and shopping orientations of Asian-American consumers

✍ Scribed by Shiretta F. Ownbey; Patricia E. Horridge

Publisher: John Wiley and Sons
Year: 1997
Tongue: English
Weight: 168 KB
Volume: 14
Category: Article
ISSN: 0742-6046
DOI: 10.1002/(sici)1520-6793(199701)14:1<1::aid-mar1>3.0.co;2-j

No coin nor oath required. For personal study only.

✦ Synopsis

The study investigated (a) shopping orientations of adult, Chineseand Filipino-American consumers living in San Francisco, (b) their acculturation levels, and (c) relationships between acculturation levels and shopping orientations. A mail survey, sent to a random sample (N ‫؍‬ 124), included the Suinn-Lew Asian Self-Identity Acculturation scale (SL-ASIA), 41 shopping orientation statements, and demographic items. Factor analyses resulted in four SL-ASIA factors and 10 shopping orientation factors. Results of t tests showed statistically significant differences in responses to two shopping orientation subscales (shopping sex roles and shopping opinion leadership) between high and low acculturation groups. Findings suggest that certain shopping-orientation constructs are more closely linked with acculturation of Asian-Americans than other shopping-orientation constructs.

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