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Clothing and Textiles Research Journal
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Acculturation Characteristics and Apparel Shopping Orientations: Chinese Students and Spouses from the People's Republic of China Residing in the Southwest

Soyeon Shim

Division of Retailing and Consumer Studies, University of Arizona, Tucson, AZ 85721-0033

Yen Qiong Chen

Division of Retailing and Consumer Studies, University of Arizona, Tucson, AZ 85721-0033

Acculturation characteristics were examined as predictors of apparel shopping orientations among groups of Chinese students and spouses (n = 182) residing in the United States. Two major groups, which were identified by cluster analysis on 11 shopping orientation factors, differed in their overall acculturation characteristics, F (13,168) = 12.81, p < .01. Cluster 1 displayed a lower level of American acculturation characteristics and a less active shopping style, and was labeled Minimalist-Less Acculturated Shoppers. Cluster 2 displayed characteristics in a direct contrast to Cluster 1, and therefore was labeled Actively Involved-More Acculturated Shoppers. It was concluded that different acculturation levels of Chinese consumers may be related to different orientations to apparel shopping.

Key Words: acculturation • shopping orientations • Chinese consumers

Clothing and Textiles Research Journal, Vol. 14, No. 3, 204-215 (1996)
DOI: 10.1177/0887302X9601400306
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