지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술대회자료
- 저자정보
- 발행연도
- 2015.6
- 수록면
- 243 - 266 (24page)
이용수
초록· 키워드
오류제보하기
Many researchers have been done from the aspect of comparing consumers from Western countries but few studies compared consumers within Asian market. With the development of tourism market between China and other Asian nations, more and more cross-national research should be done as the barriers between China and other countries fell down.
The present research did an exploratory study on consumer behavior by comparing Chinese and Korean female consumers’ clothing purchase behavior in the decision-making process.
Consumers’ purchasing decision making process can be classified into five stages: problem recognition, information search, alternative evaluation, purchase, and post acquisition behavior. This study compares these two groups at each of the former four stages by T-test The result shows that Chinese and Korean consumers are somewhat different in consumer needs in terms of the way to be satisfied with clothing, the way of gathering fashion information, the evaluation criteria of selecting clothing, and the selection of store. Compared with Koreans, Chinese females have more functional needs to be met through clothing, whereas Korean females have more experiential needs to be met.
Although both Chinese and Koreans are considered as both collectivistic in previous researches, Koreans have a stronger tendency towards individualism than Chinese in purchasing clothing. Korean female consumers try to realize their needs to be unique and to express their internal attributes through clothing, while Chinese female consumers try to maintain social harmony and fit-in.
The present study also conducted ANCOVA to see whether covariate income mediates the differences between Chinese and Korean respondents. ANCOVA result shows that most of these differences were caused by cultural difference with some also explained by different disposable income level between these two Asian countries. These implications give some hints to global marketers, especially marketers in tourism industry. The result of crossnational comparison of Asian consumers’ decision making process can provide valuable information to them in their development of international marketing strategies.
The present research did an exploratory study on consumer behavior by comparing Chinese and Korean female consumers’ clothing purchase behavior in the decision-making process.
Consumers’ purchasing decision making process can be classified into five stages: problem recognition, information search, alternative evaluation, purchase, and post acquisition behavior. This study compares these two groups at each of the former four stages by T-test The result shows that Chinese and Korean consumers are somewhat different in consumer needs in terms of the way to be satisfied with clothing, the way of gathering fashion information, the evaluation criteria of selecting clothing, and the selection of store. Compared with Koreans, Chinese females have more functional needs to be met through clothing, whereas Korean females have more experiential needs to be met.
Although both Chinese and Koreans are considered as both collectivistic in previous researches, Koreans have a stronger tendency towards individualism than Chinese in purchasing clothing. Korean female consumers try to realize their needs to be unique and to express their internal attributes through clothing, while Chinese female consumers try to maintain social harmony and fit-in.
The present study also conducted ANCOVA to see whether covariate income mediates the differences between Chinese and Korean respondents. ANCOVA result shows that most of these differences were caused by cultural difference with some also explained by different disposable income level between these two Asian countries. These implications give some hints to global marketers, especially marketers in tourism industry. The result of crossnational comparison of Asian consumers’ decision making process can provide valuable information to them in their development of international marketing strategies.
목차
ABSTRACT
I. Introduction
II. Literature Review
III. Methods
IV. Analysis and Results
References
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