INFORMATION TO USERS This manuscript has been reproduced from the microfilm master. UMI films the text directly from the original or copy submitted. Thus, some thesis and dissertation copies are in typewriter face, while others may be from any type of computer printer. The quality of this reproduction is dependent upon the quality of the copy submitted. Broken or indistinct print, colored or poor quality illustrations and photographs, print bleedthrough, substandard margins, and improper alignment can adversely affect reproduction. In the unlikely event that the author did not send UMI a complete manuscript and there are missing pages, these will be noted. Also, if unauthorized copyright material had to be removed, a note will indicate the deletion. Oversize materials (e.g., maps, drawings, charts) are reproduced by sectioning the original, beginning at the upper left-hand comer and continuing from left to right in equal sections with small overlaps. Each original is also photographed in one exposure and is included in reduced form at the back of the book. Photographs included in the original manuscript have been reproduced xerographically in this copy. Higher quality 6" x 9” black and white photographic prints are available for any photographs or illustrations appearing in this copy for an additional charge. Contact UMI directly to order. UMI* Bell & Howell Information and Learning 300 North Zeeb Road, Ann Arbor, Ml 48106-1346 USA 800-521-0600 CHINESE CONSUMERS AND US-MADE CLOTHING: A CULTURAL PERSPECTIVE DISSERTATION Presented in Partial Fulfillment of the Requirements for the Degree Doctor of Philosophy in the Graduate School of The Ohio State University By Dong Shen, M. S. ***** The Ohio State University 1999 Approved by Dissertation Committee: Ou>à<ujy^ Professor Marsha A. Dickson, Co-advisor Co-Adviser Professor Sharron Lennon, Co-advisor Professor Catherine P. Montalto Co-Adviser Professor Curtis Haugtvedt College of Human Ecology UMI Number: 9941432 Copyright 1999 by Shen, Dong All rights reserved. UMI Microform 9941432 Copyright 1999, by UMI Company. All rights reserved. This microform edition is protected against unauthorized copying under Title 17, United States Code. UMI 300 North Zeeb Road Ann Arbor, MI 48103 Copyright by Dong Shen 1999 ABSTRACT The US has a serious apparel trade deficit with China. An increase in the export of US-made clothing into the Chinese market would help balance trade. But for this to happen, a question that needs to be addressed is how Chinese consumers view US-made clothing as compared to China-made clothing. There were four objectives in this study: (1) to investigate Chinese consumers’ attitudes toward US-made and China-made clothing, (2) to determine factors explaining Chinese consumers’ attitudes toward US-made and China-made clothing, (3) to test the Fishbein Behavioral Intention Model with Chinese consumers, and (4) to extend the Fishbein Behavioral Intention Model by adding personal cultural preference. A survey was conducted in Beijing, Shanghai, and Guangzhou during October and November 1998. Parents of students in the public school system were the participants. Of 3000 questionnaires distributed, 2017 were returned and usable (usable rate = 67.2%). Regression analysis, factor analysis, paired-sample t-tests, J-tests, and F- tests were used to examine the twelve hypotheses in the study. The findings indicated that the Chinese market is an attractive market for US- made clothing because Chinese consumers have positive attitudes toward the US-made clothing. Personal cultural preference was significantly related to Chinese consumers’ attitudes toward US-made clothing. Furthermore, this study showed that besides attitudes i i toward purchasing clothing, consumers’ personal cultural preferences are associated with their purchasing intentions for clothing as well. Three groups of contributions were made with this study. Regarding theoretical contributions, the Fishbein Behavioral Intention Model was tested for its cross-cultural applicability. More importantly, the Fishbein Behavioral Intention Model was extended by adding personal cultural preference. Regarding methodological contributions, two measures of personal cultural preference were developed and applied, which provided valuable suggestions for further improvement of the measure of personal cultural preference. Besides, the survey method used in this study, distributing questionnaires throughout the Chinese educational system, illustrated a means for conducting research in China. With respect to practical contributions, the findings in this study can benefit American clothing manufacturers and international trade of US clothing. Ill Dedicated to my parents and my husband IV ACKNOWLEDGMENTS I would like to express my sincerest gratitude to my advisors. Dr. Marsha Dickson and Dr. Sharron Lennon, for their guidance, enthusiasm, and ideas throughout all the stages o f completing this dissertation. They have not only shared their knowledge and experience with me, but also personally showed me how to be a good researcher. I would also like to thank the other two committee members. Dr. Catherine Montalto and Dr. Curtis Haugtvedt, for their support, guidance, and interest in my dissertation research. Special thanks goes to the China National Clothing Design and Research Center, especially to Mr. Xiaoke Wang, who provided full support to the survey carried out in China. I would also like to thank the Department of Commodity Science at the People’s University of China and the chair. Professor Rong Wan, who was particularly helpful throughout questionnaire development. Thanks also go to the U.S. Department of Agriculture and the Ohio Agricultural Research and Development Center for funding this study. Finally, my deepest appreciation goes to my parents, who are always there to support, love, and guide me unlimitedly. I also would like to say thousands of thanks to my husband, Li, for sharing his love and ideas with me. VITA December 14, 1969 Bom - Beijing, China 1988- 1992 B.S. Textile Design, China Textile University. 1992- 1995 M.S. Textile Commodity Science, People’s University of China PUBLICATIONS Research Publications 1. Shen, D., & Dickson, M.A. (1998). Consumers’ ethical beliefs toward purchasing clothing: Influence of culture and personality. In N. Owens (Ed.), ITAA Proceedings. pp. 102. Monument, CO: ITAA Inc. 2. Shen, D. (1995). Present situation and coimter-measures of Chinese urban clothing consumption. Proceedings of the annual conference of CHIC'95 (China International Clothing & Accessory Fair): The development trends of China's garment market of the 21st century. Beijing, China: The China National Garment Research and Design Center. FIELDS OF STUDY Major Field: Human Ecology VI TABLE OF CONTENTS Abstract........................................................................................................................... ii Dedication ....................................................................................................................... iv Acknowledgments ......................................................................................................... v Vita................................................................................................................................. vi Table of Contents ........................................................................................................... vii List of Tables ................................................................................................................. xi List of Figures ................................................................................................................ xiv Chapters: 1. Introduction ............................................................................................................ 1 S tatement of purpose ........................................................................................ 9 Research obj ectives .......................................................................................... 10 Limitations ......................................................................................................... 10 Relevance to a larger project ............................................................................ 11 Definition of terms ........................................................................................... 12 Organization of dissertation ............................................................................. 12 2. Literature review................................................................................................... 14 Country of origin and attitudes toward purchasing clothing......................... 15 Consumers’ attitudes toward domestic and foreign products......................... 17 Consumers in developed coimtries ............................................................ 18 Consumers in developing countries ........................................................... 19 Factors affecting attitudes toward foreign and domestic products ................. 22 National stereotyping .................................................................................. 23 VU Personal cultural preference ....................................................................... 27 Cultural influences on consumer behavior and psychology .............. 32 Clothing as a culture-oriented product ................................................ 37 Cultural influences on attitudes ..........................................................