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| Author: | Ownbey, S. F. Horridge, P. E. |
| Title: | Acculturation levels and shopping orientations of Asian-American consumers |
| Journal: | Psychology & Marketing
1997 : JAN, VOL. 14:1, p. 1-18 |
| Index terms: | SHOPPING MINORITY GROUPS ASIA AMERICA |
| Language: | eng |
| Abstract: | The study investigates (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, 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. |
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