Cultural value, perceived value, and consumer decision‐making style in China : A comparison based on an urbanization dimension

Purpose – Previous research has generally assumed that a homogeneous cultural value exists within a given country. This research aims to identify the regional differences in cultural value based on an urbanization dimension in China, which generate diversity with regard to perceived value and consumer decision‐making styles. Design/methodology/approach – A large‐scale questionnaire was administered to freshmen from major colleges and universities across China to measure cultural value, perceived value, and consumer decision‐making style. The data were analyzed with a multi‐group structural equation model and a stepwise discrimination test. Findings – Results demonstrated significant differences in cultural value, perceived value and consumer decision‐making style among regions with different degrees of urbanization and revealed antecedents and formation of the mechanism of decision‐making style. Research limitations/implications – Future research should explore more antecedents that influence consumer decision‐making styles and other market dimensions other than urbanization. Practical implications – The research might provide prominent guidelines for marketers to understand Chinese consumers. Specifically, in regions with different degrees of urbanization, marketers should develop differential strategies to exploit the market given the distinctions in cultural value, perceived value and consumer decision‐making styles. Originality/value – This study is the first to build a theoretical relational model of cultural value, perceived value and consumer decision‐making styles. And this model revealed the antecedents and formation of the mechanism of decision‐making style.