Face or Subjective Norm? Chinese College Students’ Purchase Behaviors Toward Foreign Brand Jeans

To help U.S. apparel companies more successfully pursue market opportunities in China, this study aimed to systematically understand Chinese college students’ purchase behaviors toward foreign brand jeans. Considering Chinese value changes as a result of modernization and rapid economic growth, this study proposed a research model incorporating two extended Fishbein models, Lee’s modified Fishbein model and Ajzen’s theory of planned behavior. To test the research model, a total of 238 valid data sets were collected at two universities in Shanghai, China. Structural and measurement models were estimated using LISREL 8.80. Findings indicated that perceived behavioral control had the strongest direct influence on Chinese college students’ purchase intention of foreign brand jeans. Among social pressure factors, face-saving had a stronger impact on purchase intention than subjective norm did. Based on findings, theoretical and managerial implications were provided.