The influence of shopping on subjective well-being in China: Tradition-directedness and trust as moderators

Abstract

Purpose

With the development of the economy, Chinese consumers increasingly seek and emphasise hedonic value over utility value when shopping. The purpose of this paper is to examine the relationship between shopping and consumers’ subjective well-being (SWB), the mediation effect of interpersonal relationship satisfaction and the moderation effects of tradition-directedness and trust in strangers on this relationship.

Design/methodology/approach

This research includes two studies. Study 1 tested hypotheses regarding the effects of general shopping behaviours based on data from the 2012 Survey of the Chinese General Social Survey (n=5,210). Study 2 tested hypotheses regarding the effects of mall shopping based on a questionnaire survey conducted in 2016 (n=251).

Findings

Results showed that shopping promoted SWB and interpersonal relationship satisfaction mediated this correlation. Findings also revealed that both the direct effect of mall shopping on SWB and the indirect effect through interpersonal relationship satisfaction were contingent on the level of tradition-directedness; the direct effect was significant only at a low level of tradition-directedness. Trust in strangers moderated the effect of mall shopping on interpersonal relationship satisfaction.

Originality/value

The economy and society in China are changing tremendously, affecting consumers’ values and behaviour. This study highlights one aspect of this change, provides a framework for the exploration of the relationship between shopping and SWB and extends a new understanding of how Chinese consumers’ behaviours and lifestyles are associated.

Citation

Ni, S. and Ishii, K. (2019), "The influence of shopping on subjective well-being in China: Tradition-directedness and trust as moderators", Asia Pacific Journal of Marketing and Logistics, Vol. 31 No. 1, pp. 184-201. https://doi.org/10.1108/APJML-12-2017-0320