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Assessing the Psychometric Properties of Hofstede's versus Schwartz's Cultural Values of Chinese Customers

ABSTRACT This study examined the psychometric properties of two selected scales, Schwartz's cultural values and Hofstede's cultural values, within the Chinese context. A self-administered questionnaire was used with a sample of 808 native Chinese consumers to assess the scales’ reliability and validity. Further, the nomological validity of these measures was assessed to examine their relationships with the attitude toward the luxury products measure. The research found two appropriate subscales, SCV-7 and HCV-2, derived respectively from Schwartz's cultural values and Hofstede's cultural values within the Chinese context. Furthermore, the findings from this research suggest that SCV-7 better explained the Chinese attitude toward luxury than HCV-2 with higher explanation power.