A study of intra-national consumer behaviors in China: the role of regional wealth

The objective of this article is to respond to the need for intra-national research through multilevel analysis and to assist scholars and managers to better understand individual, cultural, and socioeconomical attributes in consumer purchase decisions. We develop an empirical model to examine the role of Confucian belief, consumer ethnocentrism, product involvement, and regional wealth on Chinese consumers' willingness to purchase foreign products. The findings indicate cross-level interactions in that the effects of Confucian belief, consumer ethnocentrism, and product involvement are more profound in affluent regions. This study also shows cases how MNCs could unleash business opportunities from the managerial implications.