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Acculturation levels and shopping orientations of Asian‐American consumers
Author(s) -
Ownbey Shiretta F.,
Horridge Patricia E.
Publication year - 1997
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/(sici)1520-6793(199701)14:1<1::aid-mar1>3.0.co;2-j
Subject(s) - acculturation , psychology , asian americans , orientation (vector space) , social psychology , sample (material) , advertising , identity (music) , ethnic group , sociology , business , anthropology , chemistry , physics , geometry , mathematics , chromatography , acoustics
The study investigated (a) shopping orientations of adult, Chinese‐and 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. © 1997 John Wiley & Sons, Inc.