Rongwei Chu | Fudan University (original) (raw)

Papers by Rongwei Chu

China economic review, Apr 1, 2024

Journal of Macromarketing, 2018

Though most acculturation research investigates movement across national boundaries, many other t... more Though most acculturation research investigates movement across national boundaries, many other types of boundaries may exist (e.g. rural to urban migration). Rural migrant workers focus on their adaptive and exploratory consumption practices to assemble a liquid identity in China. In essence, this research examines the nature of the transitions that the vast group of Chinese (over 280 million) endures as migrant workers seek to assemble new identities through consumption activities in a liminal space. We find that family relations and government policy hinder migrants’ adjustments to urban life. Thus, we contribute to macromarketing by enriching the theories of liquid identity, boundary work, and acculturation.

Journal of Consumer Affairs, Oct 10, 2020

Social Indicators Research, Aug 6, 2013

This study examines the relationship between income and subjective well-being among rural-to-urba... more This study examines the relationship between income and subjective well-being among rural-to-urban migrant workers in China. Our analysis of a recent survey uncovered a U-shaped relationship between income and overall life satisfaction for migrant workers in Shanghai. Furthermore, the positive correlation is curvilinear, showing that increasing income yields diminishing returns. Drawing upon ethnographic literature concerning migrant workers, we suggest several possible explanations. For the poorest migrant workers, small increases in income are correlated with longer working hours and increased social comparison with their urban neighbors. After migrant workers’ income reaches a certain level, however, they are able to save money, giving them hope for future social mobility. Furthermore, migrant workers with disposable income can purchase status symbols, helping them to partially overcome their stigmatized status. The positive effect of income on life satisfaction eventually reaches a plateau, however, as even the wealthiest migrant workers find that they cannot surpass the limitations presented by their outsider identity and lack of an urban residence permit. Other findings include a negative relationship between income and income satisfaction and a positive relationship between education and income satisfaction. We conclude that the unique context surrounding Chinese migrant workers alters the typical effects of certain factors upon well-being and satisfaction.

Asia Pacific Journal of Marketing and Logistics, Mar 29, 2013

PurposeThe purpose of this paper is to investigate how perceived benefits, perceived risk, and tr... more PurposeThe purpose of this paper is to investigate how perceived benefits, perceived risk, and trust influence Chinese consumers' online group buying organized by institutional initiators.Design/methodology/approachIn total, 578 valid samples were collected via an online survey. Multiple regressions were used to test the research model.FindingsThe results show that three perceived benefits (price benefit, convenience benefit, and recreational benefit) and three factors that together represent trust of the initiator (perceived reputation, structural assurance, and website trustworthiness) significantly positively influence consumers' attitudes toward online group buying.Originality/valueThis study is the first one to specifically focus on how perceived benefits and perceived risks influence consumers' attitudes toward online group buying.

International Journal of Contemporary Hospitality Management, Oct 7, 2014

Purpose – This study aims to investigate how perceptions associated with corporate social respons... more Purpose – This study aims to investigate how perceptions associated with corporate social responsibility (CSR) initiatives influence customers’ preference and loyalty in a controversial consumer market. The mediating effect of brand preference between perceived CSR initiatives and customer loyalty is also examined. Design/methodology/approach – The methodology in the current study involves the use of questionnaire surveys delivered to a convenience sample in the city of Macau in 2012. A total of 616 valid samples were collected among casino players in a high bet limit area in six major casinos. Regression analysis was used to test the hypotheses formulated for carrying the study forward. Findings – The findings indicated that customers’ brand preference can be enhanced by their perceptions on CSR. Two CSR initiatives (stakeholders and society) significantly increase loyalty intention, although to varying degrees. The impact of CSR on stakeholders has a stronger influence on customers’ brand preference. Another important finding of the current study is the fact that brand preference is a partial mediator of perceived CSR initiatives and customer loyalty. Research limitations/implications – This study verified the relationship among CSR initiatives perception, brand preference and loyalty intention in the context of the Macau gaming industry. Perceived CSR initiatives enhance customer loyalty. Additionally, this study found a partial mediating effect of brand preference between CSR perception and customer loyalty. Practical implications – Customer loyalty can be enhanced with companies’ appropriate investments in social responsibilities. Although a socially responsible brand image of a company is not guaranteed to be a competitive advantage that attracts more premium customers, there is a general consensus that it may result in the latter with appropriate CSR strategies involving the greatest attention directed toward improving stakeholders’ interests. From the marketing perspective, retaining premium customers with a higher brand preference level is a key to both long-term competitiveness and profitability. Originality/value – This study investigates how premium customers’ perceived CSR initiatives of a casino influence their loyalty intention, and also examines how brand preference, as a mediator, influences the relationship between perceived CSR and loyalty intention. Extending the realm of CSR study to understand the linkage between CSR and customer behaviors is also important because multiple theories predict different benefits, and assessing the value of CSR, therefore, requires multiple approaches. Finally, evidence from the research is significant for researchers and practitioners, especially when working on conflicting issues.

Journal of Business Research, Nov 1, 2022

Journal of Public Policy & Marketing, May 14, 2018

This article adds a new dimension of mobility among subsistence consumers to investigate their we... more This article adds a new dimension of mobility among subsistence consumers to investigate their well-being during the process of rural-urban migration. Using social production function theory as the theoretic perspective as well as a mixed method, the authors identify three essential drivers that influence the life satisfaction of subsistence migrant consumers: financial resources, social connection, and sense of control (the last of which also mediates the relationship between social connection and wellbeing). Findings show that family closeness and social comparison orientation moderate the main effects of financial and social resources on life satisfaction. Family closeness enhances the positive effect of financial resources, while social comparison weakens the positive effect of social connection. This research contributes to the literature on subsistence consumers by introducing social production function theory into the subsistence marketplace and adopting a mixed approach to uncover the complexity of the perception of life satisfaction among subsistence migrant consumers.

Journal of International Management, Jun 1, 2011

Many international joint ventures have a predetermined duration in the formation contract. Howeve... more Many international joint ventures have a predetermined duration in the formation contract. However, what influences the ex ante anticipated duration has not been well researched. In this study, we applied the autonomy versus cooperation adaptability of transaction costs economics to examine the predetermined duration of joint ventures. We developed hypotheses based on the argument of asset specificity, small numbers problem, and environmental uncertainties. Based on a sample of 7049 international joint ventures in China (1979-1996), we find that the longer anticipated duration is associated with bigger asset investment, higher local government affiliation, and lower host country risk. This study provides new insights on the research regarding the longevity of joint ventures.

This paper reviews major theories of Quality of Life (QoL) from a marketing perspective. The disc... more This paper reviews major theories of Quality of Life (QoL) from a marketing perspective. The discussion leads to the identification of a knowledge gap in understanding the dynamics of QoL and its connection to the evolution of consumption patterns. We propose new research topics in this area for future exploration to advance our knowledge of QoL in marketing.5 page(s

RePEc: Research Papers in Economics, 2014

ABSTRACT A growing body of literature has suggested that agents’ risk attitudes may not be consta... more ABSTRACT A growing body of literature has suggested that agents’ risk attitudes may not be constant and are correlated with factors such as wealth. We introduce state-dependent risk aversion into Aiyagari’s (1994) heterogenous-agent version of standard neoclassical growth model with uninsurable idiosyncratic shocks to earning. We first quantitatively show the relationships among risk aversion, saving rate, equilibrium interest rate and wealth distribution. In particular, we show that if agent’s risk aversion increases with wealth, the model predicts a larger wealth inequality, while assuming risk decreases with wealth leads to a smaller wealth inequality. We then use experimental data to estimate how risk aversion is correlated with an individual’s wealth. We found that the relationship between risk aversion and wealth is hump-shaped. That is, risk aversion first increases with an individual’s wealth and then decreases with it. Using the same model, we quantify the implication of this relationship between risk aversion and wealth on wealth inequality. The results show that the overall wealth inequality changes very little compared to the case with constant risk aversion. This is because, though the poorest agents save less, which increases wealth inequality, the richest agents also save less, which reduces the wealth inequality. Putting these two together, it leaves the overall wealth inequality implied by the model similar to that of the case of constant risk aversion.

Social Science Research Network, 2016

Proactiveness in seeking health care services among psychopaths lies at the core of selfefficacy,... more Proactiveness in seeking health care services among psychopaths lies at the core of selfefficacy, improvements in health services utilization can cause better control of psychological depression among rural to urban female migrant workers. However, a paucity of literatures have shown the proactiveness of seeking health services in the context of psychological depression control among female migrant workers. A cross-sectional survey was carried out in the selected urban region from one province in China, and 781 participants were interviewed between January and September in 2018 with stratified multiple-stage sampling to examine the interrelationship between psychological depression control and socio-demographic and economic variables as well as proactiveness of female migrant workers in seeking health care services. The primary outcome for this research was psychological depression control (depression score < 50 for each individual). Out of the total 781 participants with almost more than 6 years of education, the number of proactive health care service seekers was 1.463 times greater than the passive seekers (odds rate (OR)=1.463, 95% confidence interval (CI)=1.061-2.016, p=0.020). In all subgroups, participants actively seeking were more likely to have healthy psychological status than those passively utilizing health care services. Proactiveness in seeking contributes to the control of psychological depression and improvements in psychological health status among female migrant workers.

Marketization introduces institutional changes that create opportunities to shift the relative im... more Marketization introduces institutional changes that create opportunities to shift the relative importance of public and private sectors in economic life. Due to marketization, rural Chinese began to seek job opportunities in urban China. It is estimated that more than 280 million rural laborers in China have left their villages to find work in cities with the hope of making a better living. This chapter provides an overview of the public policy and market system in China and their impact on migrant workers. It also provides an overview of the marketization context in which the migration occurs before exploring the impact this betwixt and between reality has on the migrant workers as well as the families they leave behind. In addition, it theorizes the migrant workers’ identity during the transition. The paper contributes to consumer culture theory and consumption in emerging societies.

International Journal of Emerging Markets, Sep 18, 2017

Purpose What drives product adoption among bottom of the pyramid (BoP) consumers? The purpose of ... more Purpose What drives product adoption among bottom of the pyramid (BoP) consumers? The purpose of this paper is to identify several factors affecting Chinese migrant workers’ adoption of online banking. Chinese migrant workers are BoP consumers that have migrated from rural China to work in China’s expanding urban regions such as Shanghai. Design/methodology/approach In collaboration with the Shanghai Survey Corps of the National Bureau of Statistics, the present research conducts structured interviews with more than 1,200 Chinese migrant workers. Findings The results of a logit regression analysis suggest that Chinese migrant workers are more likely to adopt online banking when they have higher levels of economic, biological, and social resources. Practical implications The results support habit adoption theory and provide managers with insight on how to increase BoP consumers’ adoption of financial services. Social implications Greater adoption of financial services among BoP consumers, including Chinese migrant workers, can improve the well-being of these historically marginalized consumers. Originality/value The present research provides initial evidence that habit adoption theory and resource availability helps to explain Chinese migrant workers’ adoption of online banking.

Community quality-of-life and well-being, 2022

Journal of Business Research

Asia Pacific Journal of Marketing and Logistics, 2022

Purpose This paper aims to learn about consumers’ information disclosing patterns in the mobile i... more Purpose This paper aims to learn about consumers’ information disclosing patterns in the mobile internet context by investigating how demographic, geographic and psychological factors influence their information disclosing willingness (IDW).Design/methodology/approach Drawing on self-disclosure theory, the authors carried out simple linear regression analyses on a Chinese sample of 10,000 participants.Findings The results revealed that significant gender differences exist between males and females in their IDW in mobile internet context, and females have higher IDW than males do. And the authors also found that first-tier (third tier) citizens have the lowest (highest) IDW in their mobile internet usage.Originality/value This study offers three implications. First, this paper captures the insight of IDW within the mobile internet context, while previous studies mostly focus on the desktop internet context. Second, the results show that females have higher willingness to disclose tha...