Purpose

This paper aims to identify distinct consumption patterns among Asian consumers and examine how these relate to cultural antecedents and key human values.

Design/methodology/approach

This study uses a large, representative sample of almost 7,000 Asian consumers in 10 culturally varying markets, using latent profile analysis (LPA) to identify the consumption profiles.

Findings

The findings empirically demonstrate that the two profiles are “inner-directed nationalistic frugals” (IDNF) and “outer-directed self-eekers” (ODSS). IDNF consumers spend more time and money on education and prefer ethnocentric consumption. ODSS consumers emphasize individuality, self-expression, seeking novelty and impressing others. Consumers with more collective values in Schwartz's typology tend to demonstrate the IDNF pattern; those with more individualistic values demonstrate the ODSS pattern. The distribution of IDNF and ODSS profiles is influenced by demographics, religion and geographical region: IDNF is greater than ODSS in Southeast Asia; ODSS is greater than IDNF in East Asia; IDNF is roughly equal to ODSS in Northeast Asia. IDNF tends to be found among older and more religious consumers, while ODSS is the opposite. Importantly, in the more religious Southeast Asian countries, even younger consumers are more IDNF than ODSS.

Research limitations/implications

This research uses an exploratory and discovery-oriented approach; future research can use more confirmatory approaches to systematically examine the relationship between cultural dimensions (e.g. individualism-collectivism) and consumption patterns.

Practical implications

For their brands to grow in Asian markets, marketing practitioners are advised to use multiple brands to segment Asian consumers based on their values, demographics, geographical location and what religious/faith traditions they follow.

Originality/value

This is the first paper to identify consumption profiles in Asian markets using LPA without prior conceptual biases and relate them to cultural values and demographic variables.

中文翻译：

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亚洲的消费态度和行为：“发现导向”的新面貌

目的

本文旨在确定亚洲消费者的不同消费模式，并研究这些模式与文化前因和关键人类价值观之间的关系。

设计/方法/方法

本研究使用来自 10 个不同文化市场的近 7,000 名亚洲消费者的大型代表性样本，使用潜在概况分析 (LPA) 来确定消费概况。

发现

研究结果从经验上表明，这两个特征是“内向的民族主义节俭者”（IDNF）和“外向的自我追求者”（ODSS）。IDNF 消费者在教育上花费了更多的时间和金钱，并且更喜欢以民族为中心的消费。ODSS消费者强调个性、自我表达、寻求新奇和打动他人。在 Schwartz 类型学中具有更多集体价值的消费者倾向于展示 IDNF 模式；那些具有更多个人主义价值观的人表现出ODSS模式。IDNF 和 ODSS 配置文件的分布受人口统计、宗教和地理区域的影响：IDNF 在东南亚大于 ODSS；ODSS在东亚大于IDNF；IDNF 大致相当于东北亚的 ODSS。IDNF 往往出现在年龄较大和宗教信仰较多的消费者中，而 ODSS 则相反。重要的，

研究限制/影响

本研究采用探索和发现导向的方法；未来的研究可以使用更具验证性的方法来系统地检验文化维度（例如个人主义-集体主义）与消费模式之间的关系。

实际影响

为使他们的品牌在亚洲市场发展，营销从业人员应使用多个品牌根据亚洲消费者的价值观、人口统计、地理位置以及他们遵循的宗教/信仰传统来细分亚洲消费者。

原创性/价值

这是第一篇使用 LPA 确定亚洲市场消费概况的论文，没有先前的概念偏见，并将其与文化价值观和人口变量联系起来。