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01-03-2015

Chinese migrant workers’ adoption of urban consumer habits

Authors: Rongwei Chu, James M. Leonhardt, Matthew Tingchi Liu

Published in: Marketing Letters | Issue 1/2015

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Abstract

The present research conducted semi-structured interviews with over 1,000 Chinese migrant workers to identify factors influencing their adoption of urban consumer habits. Research on habit formation finds the process to be effortful and resource depleting. Likewise, we predicted that migrant workers with greater resources would be more likely to adopt urban consumer habits. Resources were categorized as either internal (biological and cognitive) or external (social and economic) to the consumer. Using a structural equation model, cognitive and economic resources were found to have positive direct effects on habit adoption, while biological and social resources were found to have positive indirect effects on habit adoption, through cognitive and economic resources, respectively.

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Title: Chinese migrant workers’ adoption of urban consumer habits
Authors: Rongwei Chu
James M. Leonhardt
Matthew Tingchi Liu
Publication date: 01-03-2015
Publisher: Springer US
Published in: Marketing Letters / Issue 1/2015
Print ISSN: 0923-0645
Electronic ISSN: 1573-059X
DOI: https://doi.org/10.1007/s11002-013-9267-9

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