Acculturation levels and shopping orientations of Asian‐American consumers

The study investigated (a) shopping orientations of adult, Chinese-and Filipino-American consumers living in San Francisco, (b) their acculturation levels, and (c) relationships between acculturation levels and shopping orientations. A mail survey, sent to a random sample (N = 124), included the Suinn-Lew Asian Self-Identity Acculturation scale (SL-ASIA), 41 shopping orientation statements, and demographic items. Factor analyses resulted in four SL-ASIA factors and 10 shopping orientation factors. Results of t tests showed statistically significant differences in responses to two shopping orientation subscales (shopping sex roles and shopping opinion leadership) between high and low acculturation groups. Findings suggest that certain shopping-orientation constructs are more closely linked with acculturation of Asian-Americans than other shopping-orientation constructs. © 1997 John Wiley & Sons, Inc.