Suchergebnisse

AbstractChina has been the leading source of foreign students pursuing tertiary degrees in other countries. The incoming Chinese students in Hungary comprised the third highest number of foreign students in the country in 2016. This paper examines the Chinese students' motivations for choosing the Hungarian education system, with the purpose of gaining a more comprehensive and accurate understanding of the flow of Chinese students to Hungary. In terms of methodology, this paper uses the systematic review protocol by retrieving relevant literatures. The author developed the main factors influencing Chinese students' choice of the Hungarian education system, which are social class inequality and the modernization process from the Chinese perspective; meanwhile, the state policy perceptions, the institution, and community influence are encouraging from the Hungarian views. Moreover, individual motivation and the challenges of "invisible academic performance in the classroom" are explored with regard to Chinese students in Hungary. This article practically contributes to policy implications for Hungarian higher education in the international environment and inspires Chinese students who are from the lower socioeconomic classes.

Surprisingly little research has been conducted on Chinese students in Hungary, despite their growing number. Education has gradually become a crucial element in attaining higher socioeconomic status, so it is vital to understand such students' socioeconomic backgrounds and motivation for studying in Central Eastern Europe. Applying cultural mobility theory, this article explores students' family backgrounds and motivations for pursuing tertiary education in Hungary. Twenty-six narrative interviews were conducted and analysed using grounded theory method. The results indicate that three important factors influenced lower-middle-class Chinese students' choices to study in Hungary: the constraints of reality, educational aspirations, and a desire for self-expression. Working-class or lower-middle-class families were required to make compromises for their children to study abroad because their financial means limited the opportunity for international study. Therefore, education in a relatively low-cost country like Hungary became an option. This research contributes to current theories of educational mobility by offering fresh understandings about students with a lower-middle class SES, the influx of working-class Chinese students into Hungary, as well as the relationship between upward social mobility and studying internationally. The recommendations for policymakers in China and Hungary made in this paper enable the development of practicable strategies for enhancing learning environments, producing positive educational outcomes, fostering equitable education systems, and ameliorating the impact of a lower SES background on educational and social mobility.

AbstractStudying in Hungary has become a new trend among Chinese students under the Belt and Road Initiative. The spectacular tripling of the growth of incoming Chinese students has influenced the number of international students in Hungary. In this paper, 26 in-depth narrative interviews with Chinese students in Hungary were conducted and analysed, employing the grounded theory method. This research reveals that beyond considerable uncertainty regarding future plans and career trajectories, three paths are open for Chinese students in Hungary. The largest group intends to return to China after graduation, although they have doubts concerning whether their acquired skills and knowledge can be utilised. The second group aims to find niche jobs, in which they can utilise their in-betweenness. Finally, a small proportion consciously builds their network and aims to remain in Hungary or Europe, engage in further studies or seek employment. The findings contribute to policymakers who support Chinese international educational mobility and to individual Chinese students that wish to widen their horizons and find alternative career paths.

PurposeConsumer adoption of shared products is a prerequisite for successful commercialization. The purpose of this paper is to explore what innovative characteristics of entity shared products can accommodate consumers' concerns and are likely to motivate adoption of consumers.Design/methodology/approachThis paper used a conceptual model that combined the innovation diffusion theory and technology acceptance model to explore shared products adoption. It identified the direct and indirect effects of perceived app ease of use/online, perceived convenience of access/offline, perceived utility advantages and personal innovativeness on shared products adoption intention. Structural equation modeling was used for analyzing the questionnaire data from a sample of 479 users who used entity shared products such as shared cars, shared bicycles and shared power banks for mobile phones.FindingsThe empirical tests indicate that perceived utility advantages based on market innovation, perceived accessibility of usage rights based on technology innovation (including perceived app ease of use/online and perceived convenience of access/offline) and consumer personal innovativeness are the key factors affecting consumer adoption.Originality/valueThis paper constructs an innovation-adoption coupling model of entity shared products to understand shared products usage. The findings provide useful practical guidance for the design and development of shared products and "usage rights economy" business applications.

Purpose
Singles' Day Online Shopping Festival was originated in China and is characterized by gathering promotions to create consumer shopping atmosphere. Its rapid rise has affected Asia and the world, becoming the world's largest shopping festival beyond Black Friday. The success of Singles' Day Online Shopping Festival demonstrates Chinese experience of online shopping festive atmosphere marketing. The purpose of this paper is to explore the influence of Singles' Day Online Shopping Festival atmosphere and Chinese cultural background, especially Confucian values, on Chinese consumers' purchase intention in Singles' Day Online Shopping Festival.


Design/methodology/approach
This paper conceptualized consumers' most perceptive atmosphere characteristics as the three dimensions of perceived economic temptation, perceived festival entertainment and perceived mass participation. Taking Confucian values as moderators, based on the stimulus-response theory, this study constructed an influencing factor model of consumer purchase intention in online shopping festival, collected data of 398 Chinese consumers by questionnaire, and used structural equation modeling for hypotheses testing.


Findings
The results showed that online shopping festival atmosphere and Confucian values affect purchase intention; the two factors of "keeping face" and "listening to others" of Confucian values play moderating roles in the effect of online shopping festival atmosphere on purchase intention.


Research limitations/implications
The sample of this study was biased toward the young and well-educated consumers; besides, this study focused on young consumers' purchase intention of online shopping festival, rather than their actual consumption behaviors.


Practical implications
Confucian values have deeply influenced China and other Asian countries, especially East and Southeast Asian countries. Meanwhile they are the fastest growing regions of e-commerce in the world, the paper provides theoretical basis and reference for the e-commerce enterprises in the Confucian cultural societies to improve the atmosphere marketing of online shopping festivals, and attracts consumers to shop online, having particular significance in shedding light on the Asian "e-commerce Miracle."


Social implications
This study found that Singles' Day purchase intention is dependent on online shopping festival atmosphere stimuli, Confucian values and their interaction. Marketing researchers should consider both online shopping festival atmosphere as a marketing tool and the influence of consumer cultural values, so as to help e-commerce platforms and e-commerce merchants establish shopping festival marketing strategies that suit consumers' cultural values.


Originality/value
This paper addressed an interesting practical issue related to the effects of online shopping festival atmosphere stimuli and cultural values on consumer online purchase intention.