Year: 2025
Type: article
Abstract: China’s consumer market presents a paradoxical picture of technological efficiency and cultural traditions coexisting side by side. Although the consumer behaviour of young groups is highly dependent on digital tools such as algorithmic recommendations and mobile payments, it is still deeply driven by cultural rules such as human relations and face culture (MianZi). This study builds an integrative framework to show how technological tools in the digital transformation and China-specific socio-cultural rules synergistically reshape the decision-making of modern Chinese consumers, in response to the shortcomings of existing theories that ignore the interaction between technology and culture. This study critically integrates classical theories such as the Technology Acceptance Model (TAM) and the Differential Mode of Association, and it uses the research methodology that combines literature analysis and case study analysis. Based on the above elements of the study, it is found that technological innovations optimise decision-making processes through transformation of information access and reinvention of payment behaviour. Meanwhile, deep socio-cultural roots, especially reconciliation mechanisms based on the logic of human emotions and conflicting values, have always constituted the deep rules of decision-making and have given rise to new forms in digital scenarios. Typical cases, such as Pinduoduo’s social e-commerce model, illustrate the deep combination of algorithmic efficiency and cultural psychology, driving consumer behaviour to elevate to emotional identity and value co-creation. This study not only breaks through the theoretical limitations of unidimensional explanations and provides new examples for understanding the unique efficiency-meaning paradox of consumers in China’s emerging markets.
Author: Kairan Yu
Institution: University of Manchester
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4413183028