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Chinese Ethnic Identification and Conspicuous Consumption

Abstract This study is an investigation of the moderating and mediating effect of acculturation dimensions on the relationship between Chinese identification and conspicuous consumption by ethnic Chinese consumers in Canada. The research site was Toronto, Canada. A survey methodology was applied and a total of 254 Chinese Canadian respondents participated. The results revealed a strong relationship between Chinese identification and conspicuous consumption. Some mediating effect of two acculturation dimensions on the proposed relationship was also found in this study.