Zhao, Ruocheng (2025) Guanxi consumer behaviour : Concept, measurement and applications. PhD thesis, Birkbeck, University of London.
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Abstract
This thesis investigates guanxi consumer behaviour from an institutional perspective, offering a novel approach to understanding how Chinese guanxi institutions shape consumption patterns. The research is presented in three interconnected papers: 1. Theoretical Foundation: The first paper establishes a theoretical framework for guanxi consumer behaviour, distinguishing between rational and irrational behaviours influenced by guanxi institutions—a network of personal relationships that profoundly affects social and economic interactions in China. It elaborates on key concepts such as power, price sensitivity, convenience, symbolic value, and emotion, laying a comprehensive groundwork for analysing how guanxi impacts consumption decisions. 2. Development and Validation of a Measurement Scale: The second paper introduces a scale designed to quantify guanxi consumer behaviour within the context of institutional boundaries. Through empirical validation, the scale confirms the relevance of the guanxi framework in consumer behaviour analysis. It identifies power, price sensitivity, convenience, symbolism, and emotion as key determinants of guanxi consumer behaviour. Additionally, it uncovers the existence of institutional boundaries within guanxi consumer behaviour, noting that consumers with high and broad guanxi networks possess a deeper understanding of guanxi consumer behaviour compared to those with limited and narrow guanxi connections. 3. Application and Analysis: The third paper applies the developed scale to explore the interaction between guanxi consumer behaviour and related institutional concepts such as renqing (favour), mianzi (face), and sustainability. Findings reveal that guanxi consumer behaviour varies significantly with the level of guanxi activity, with more pronounced institutional impacts observed in groups with lower guanxi activity. Overall, this thesis makes a substantial contribution to the field of consumer behaviour by conceptualising and empirically validating guanxi consumer behaviour as a crucial element of institutional consumption. It highlights the dual impact of rational and irrational behaviours within guanxi networks and emphasises the need for a more nuanced understanding of institutional influences in market research. This research enriches the institutional consumption perspective by linking it with measurable consumer behaviours, providing valuable insights for both academics and practitioners navigating the intricate landscape of consumer behaviour in guanxi context.
Metadata
| Item Type: | Thesis |
|---|---|
| Copyright Holders: | The copyright of this thesis rests with the author, who asserts his/her right to be known as such according to the Copyright Designs and Patents Act 1988. No dealing with the thesis contrary to the copyright or moral rights of the author is permitted. |
| Depositing User: | Acquisitions And Metadata |
| Date Deposited: | 02 May 2025 16:00 |
| Last Modified: | 05 Sep 2025 11:28 |
| URI: | https://eprints.bbk.ac.uk/id/eprint/55521 |
| DOI: | https://doi.org/10.18743/PUB.00055521 |
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