The Culture Influence on the Collectivism of Chinese Customers Behavior in the Fast-Food Industry

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Energy Procedia Procedia 13 (2011) 4055 – 4062 Energy 00 (2011) 000–000

Energy Procedia
www.elsevier.com/locate/procedia

ESEP 2011: 9-10 December 2011, Singapore

The Culture Influence on the Collectivism of Chinese Customers Behavior in the Fast-food Industry Yu Wang a, Changbo Shi a, Yalan Gu b, Yong Du c,*
Tourism Management & Cuisine School, Harbin University of Commerce, Harbin, P.R. China b School of Cross Cultural Communication, Newcastle University, United Kingdom c School of Computer Science & Technology, Harbin Institute of Technology, Harbin, P.R. China a

Abstract

With the development of Chinese economy, the importance of Chinese market is gradually increasing, especially in the fast-food industry. Culture has an overwhelming impact on Chinese fast-food consumers and the differences between China and western cultures also affect Chinese fast-food consumer behavior. Based on the current situation of Chinese fast-food development and the relevant research theories of consumer behavior and culture differences, this paper indentified the relative background of the research theme, furthermore, it also puts forwards two main hypotheses and designed the research questionnaires through interviewing the popular fast-food brand managers in Beijing, China. Through the analysis of the survey data, it proves the validity of the relevant hypotheses and gets conclusion that Chinese traditional culture does influence the collectivism in the consuming behavior of Chinese consumers. © 2011 Published by Elsevier Ltd. Selection and/or peer-review under responsibility of Singapore Institute of © 2011 Published by Elsevier Ltd. Selection and/or peer-review under responsibility of ESEP 2011 Electronics Keywords: Collective, Custom behavior, Fast-food industry

1. Introduction: experience and tourism experience Chinese fast-food industry arose in 1987. By the end of 1995, there had been over 280 thousand fastfood restaurants in China, among which there were about 400 professional fast-food companies and over 2000 chain restaurants. The annual sales volume of fast-food industry reached 30 billion RMB all over the country. After 20 years development, three kinds of fast food have come into being in Chinese fast* Corresponding author. Tel.: +86-451-86412824. E-mail address: hitduyong@gmail.com.

1876-6102 © 2011 Published by Elsevier Ltd. Selection and/or peer-review under responsibility of Singapore Institute of Electronics doi:10.1016/j.egypro.2011.11.584

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Yu Wang et / Energy Procedia 00 (2011) 000–000 Yu Wang et al. al. / Energy Procedia 13 (2011) 4055 – 4062

food industry. These three kinds are western fast food whose representatives are McDonald’s and KFC, Chinese fast food which focused on traditional Chinese food and Japanese/ Korean fast food. But no matter the brand awareness, amount of restaurants or the operating earnings vary greatly. On a national scale, the fast-food industry went up very quickly and the market share was enlarging continuously which had occupied 45 percent of catering market share [1]. And there are also some articles that research in the some of the western fast-food brand development all over the world [2]. Cultural differences are main factors which lead to the failure in cross-cultural communication and promoting the cross-cultural brand. Therefore, Chinese culture influences Chinese fast-food industry greatly in developing Chinese-western fast food, domestic fast food and Japanese and Korean fast food. Hofstede’s Culture Dimensions Theory is a standard theory which is used to study the management and organization behavior under cross-cultural environment (Westwood, 1992) [3] and is also one of the influential theories in cross-cultural study field [4]. According to Hofstede’s theory [5], cultural differences can be described and compared by four cultural dimensions at first...
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