A study of the intention of elderly institutionalisation : the impact of Chinese values : hsiao & bao

Abstract

Hsiao is a prominent belief in Chinese societies. Hsiao prescribes the duty and obligation of children towards parents. It is internalized during the process of socialisation since childhood. Yet, hsiao is culturally defined. The unique concept of hsiao is, in a high degree, dissimilar from filial obligation that emerged from countries of Western culture. Hsiao is closely associated with the development of Chinese culture over thousands of years. However, many researchers presumed that filial piety is universal. It is, therefore, necessary to investigate the basic premises of hsiao and it impacts on consumer behaviour. There is a perception that Chinese, in general, are reluctant to place their elderly parents or relatives to the elderly residential care institutions. Some scholars attribute this to the norm of hsiao in which children are obligated to take care of their parents by themselves at home. Others also ascribe it to the rule of bao as it is general perceived that care giving of the elderly parents is an act of reciprocation resulting from reception of nurture and care giving in childhood from parents. However, a few attempts to validate these assumptions. Therefore, this study is set out to understand the impacts of the indigenous Chinese beliefs and values, hsiao and bao on the intention of elderly institutionalisation. This study attempts to achieve two primary objectives. The first objective is to conceptualise hsiao based on theoretical framework and construct a valid and reliable instrument for measurement. The second objective is to build a comprehensive model that draws together the research from various disciplines in the study of the determinants of Chinese elderly institutionalisation. In particular, to investigate how Chinese hsiao linked with their purchasing decision. The study begins with a review of the Chinese literature on hsiao, bao, and elderly institutionalization, which indicates that relationships between parents and children and personal constrain which may influence Chinese decision making process on the purchase of elderly institutional care service. A structure model, therefore, incorporates hsiao, bao, attachment relationship, and competing demands on resources, product involvement and the intention of elderly institutionalization. To take account various personal constrains, a pseudo experimental design is employed. To enhance the scale reliability and validity, probability sampling is used and the sample size was 407. Personal interviews were conducted by experienced interviewers. Data analysis was basically divided into four parts. The first part concerns the development of a scale for hsiao and bao. The Scales were finally tested to be reliable and valid. Further, the two-dimensions of hsiao were explored using factor analysis. The second checked if treatments had the intended effect in manipulating various personal constrains by employing analysis of variance. In the third part of data analysis, with the exception of paths linking bao and attachment with involvement were found statistically significant, and in the expected direction. In the last part, data were found to fit the models satisfactorily. Finally, this study provides recommendations to different stakeholders, including the service providers, government, society, and public to enhance the public and the elderly acceptance to elderly institutionalization. Marketing strategies for the promoting of elderly residential care institutions is also suggested.