A test of the Fishbein‐Ajzen behavioral intentions model under Chinese cultural settings: are there any differences between PRC and Hong Kong consumers?

This study attempts to examine the applicability of the Fishbein‐Ajzen behavioral intentions model under Chinese cultural settings. Linear structural equation modeling was utilized to test the competency of the model in explaining the intentions of Chinese consumers from the PRC and Hong Kong to purchase Chuk Kam (24 carat gold) finger rings. As a whole, the Fishbein‐Ajzen model explained well behavioral intentions under the cultural settings in question. Apart from the model’s general applicability in both the PRC and Hong Kong samples, a cross‐sample comparison seemed to suggest that the model performs slightly better in the more internationalized Hong Kong sample. Lastly, an examination of the relative influence of attitudes and subjective norms on consumption intentions revealed the collectivist culture of Chinese consumers. In view of this cultural characteristic, marketers are advised to take full advantage of the dynamics of opinion leadership in shaping the purchasing intentions of their target customers.