| Culture and lifestyle are two important factors influencing the consumer decision-making process. However, in the context of the globalized world economy, whether culture and lifestyle still maintain their effect on the decision-making behavior of consumers of different cultures needs to be answered because younger consumers may be more influenced by globalization have different cultural values, lifestyle and consumption behavior than previous generations. Therefore, this research was designed to investigate how culture and lifestyle relate to the decision-making pattern (information search, pre-purchase evaluation, and purchase) of Chinese and American young adults for their athletic footwear consumption.; A total of 429 usable questionnaires obtained from 206 Chinese and 223 American college students were used in the analysis. Multiple regression analysis was applied to test whether culture and lifestyle together are better than each alone in predicting Chinese and American young adults' decision-making process for athletic footwear purchases.; Research results indicated that culture and lifestyle, whether being tested individually or together, did not have the expected significant influence on Chinese and American young adults' decision-making process. However, several culture and lifestyle dimensions were found significantly related to the decision-making patterns.; The research results revealed that for the American respondents, the Diffuse/Specific dimension was significantly related to information search pattern. Universalism/Particularism and Individualism/Communitarianism were associated to purchase pattern.; For the Chinese sample, the lifestyle factor of Fashionables and Social Actives was found to be associated with information search behavior. Life Expansionists, Social Actives, and Fashionables were significant predictors of pre-purchase evaluative criteria for athletic footwear purchase. For purchase behavior, Secure Seekers and Fashionables were significant influencers.; Nationality was found to play an important role in predicting Chinese and American young adults' purchase decision-making process relating to athletic footwear. Chinese young adults were found to search more for information both externally and internally than their American counterparts. They were also more likely to conduct impulsive purchases, and when they evaluated alternative products, Image was the most important factor they considered. |
