A Contrastive Study Of Consumer Behavior Based On Different Time Orientations Between Chinese And American University Students

Values are those important elements of a given culture, accepted by individuals who share the same culture. They are like inner and hidden elements of an onion which are rarely questioned or noticed but can reflect differences in the rules of behaviors, modes of thinking, criteria of evaluation and morality, etc, in different cultures. Time orientation is included in values. More researches on attitudes toward time have being carried on recently. New concepts are emerging and related literature is more structured than it was before. With the rapid development of economy, Chinese are closer to the outside world. Therefore, it becomes necessary to study others'view about time to avoid communication misunderstandings. And also, China is rapidly growing as an important market for American consumer goods and an important consumer goods supporter for the U.S.. To negotiate smoothly and launch products properly, time orientation which can affect consumer behaviors is one of essential elements to know first.This study aims to compare different consumer behaviors which are affected by different time orientations holding by Chinese and Americans. The author takes university students in the two countries as the subject, for they represent the most advanced characteristics in the society.Based on Kluckhohn and Strodtbeck value orientation and EKB model, the author proposes the following 5 questions in this study.(1)Where do the Chinese and American university students get money for purchasing?(2)What kind of factors affects the recognition of the two groups of the university students?(3) How do the two groups of the university students get purchasing information?(4) Why do the two groups of university students buy?(5) When do the two groups of university students buy?Analyzing the data collected by 220 pieces of questionnaire sending to Shanghai and New York respectively, the author find that differences exist in the following five aspects:(1) Money resource:Chinese university students still live on their parents' support and they seldom borrow, make an overdraft or loan from bank. American students live on their own without help from parents but they may borrow, make an overdraft and loan more frequently.(2) Problem recognition:Chinese students are greatly affected by others, like friends, family, etc, while the American students would prefer to stick to their own ideas when shopping.(3) Information search:Chinese students are not used to the newly-emerged shopping style as online shopping, but the American students take shopping online as usual as shopping in store.(4) Alternative Evaluation:Chinese students prefer to compare goods in every detail before making their mind to buy, whereas the American students, for saving time, may make hasty and risky decision when buying.(5) Purchasing time:Chinese students are more conservative and not willing to accept new products and brands. On the other hand, the American students, holding risky thoughts about consuming, would like to buy at the very initial period of a newly-launched product.As university students are certain to become the main body of consumption after graduation, it provides a helping hand for the business by understanding the student consumer time orientation. Before marketing in a foreign country, the businessman should learn a good deal about time orientation, and plan an effective way for promotion to fulfill different consuming need influenced by time orientation, so as to improve profits.