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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.
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Shim et al. (1996) studied this question.
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