Social Influence and Trial Willingness of Pecan in China

Abstract

In view of the recent trade war and the ongoing adversarial relationship between the US and China, it is critical to understand more about China's rising pecan market. The purpose of this research was to investigate factors influencing purchase intentions of pecans in the Chinese collective culture. The proposed research model was based on social influence theory and Hofstede's culture definition and was evaluated using regression analysis based on 441 respondents from an urban center in China. Study results suggest that perceived authority trust and social influence are the two most important variables affecting peoples’ intentions to purchase pecans in China. Study results also provide an applied understanding of the typical person that is most likely to purchase pecans in China.