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EISSN: 2313-3724, Print ISSN: 2313-626X

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 Volume 11, Issue 1 (January 2024), Pages: 78-86


 Review Paper

Influence of Chinese cultural values on consumer decision-making: A PRISMA-based systematic review


 Na Wang, Sazrinee Zainal Abidin *, Nazlina Shaari, Noranita Mansor


 Faculty of Design and Architecture, Universiti Putra Malaysia, Kuala Lumpur, Malaysia

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 * Corresponding Author. 

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Employing the preferred reporting items for systematic reviews and meta-analyses (PRISMA) methodology, this study provides an incisive exploration into the nexus between traditional Chinese cultural values and their impact on consumer decision-making processes. The central objective was to ascertain the degree to which these ingrained cultural values shape purchasing behaviors. Our systematic review discerns a pronounced effect of these cultural tenets on consumer choices within the Chinese market. It reveals that the purchasing decisions of Chinese consumers are inextricably linked to specific cultural value orientations. For enterprises seeking to penetrate or thrive in this market, a nuanced comprehension of these cultural dimensions is imperative for crafting successful marketing strategies and customer engagement approaches. The findings of this research are instrumental in offering crucial insights for aligning business strategies with the unique preferences and behavioral patterns of Chinese consumers.

 © 2023 The Authors. Published by IASE.

 This is an open access article under the CC BY-NC-ND license (


 Chinese cultural values, Consumer decision-making, PRISMA, Marketing strategies, Consumer behavior

 Article history

 Received 30 August 2023, Received in revised form 21 December 2023, Accepted 25 December 2023


We want to express our deepest gratitude to all those who provided us with the possibility to complete this research. Thanks to our colleagues and peers for their invaluable insights and feedback, which greatly enriched the quality of this work. We are also profoundly grateful to our institution for providing the necessary resources and infrastructure to facilitate the smooth progression of our research. Our sincere appreciation goes to the reviewers and editors for their constructive comments and suggestions, which were instrumental in enhancing this study's rigor.

 Compliance with ethical standards

 Conflict of interest: The author(s) declared no potential conflicts of interest with respect to the research, authorship, and/or publication of this article.


 Wang N, Zainal Abidin S, Shaari N, and Mansor N (2024). Influence of Chinese cultural values on consumer decision-making: A PRISMA-based systematic review. International Journal of Advanced and Applied Sciences, 11(1): 78-86

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