Research on effect of current chinese cultural values on consumption attitude loyalty

1120 questionnaires are collected by survey, and structural equation model (SEM) is applied to research effect of current Chinese cultural values on consumption attitude loyalty. The research indicates that cultural values of ldquolong term versus short term orientationrdquo, ldquouncertainty avoidancerdquo, ldquotime orientationrdquo, ldquoaffectivity versus affective neutralityrdquo positively affect attitude loyalty, cultural value of ldquomaterial comfortrdquo negatively affects attitude loyalty, and cultural values of ldquoman-nature orientationrdquo as well as ldquoindividualism/collectivismrdquo have no significant effect on attitude loyalty. The conclusion of the paper can be applied to marketing positioning and differentiated marketing strategy. At last the paper discusses possible reasons for the outcome of the research and application of outcome in marketing practice, and points out that the question of whether cultural values have significantly influences on purchasing behavior (which has happened) needs to be solved in further study.