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1120 questionnaires are collected by survey, and structural equation model (SEM) is applied to research effect of current Chinese cultural values on consumption attitude loyalty. The research indicates that cultural values of ldquolong term versus short term orientationrdquo, ldquouncertainty avoidancerdquo, ldquotime orientationrdquo, ldquoaffectivity versus affective neutralityrdquo positively affect...
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