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The Effects of Chinese Students' Lifestyle and Gender on Korean Apparel Brand Experience and Attitude

중국 유학생의 라이프스타일과 성별에 따른 한국 의류브랜드 체험과 태도에 관한 연구

  • Zhao, Jing (Dept. of Clothing & Textiles, Chungnam National University) ;
  • Kim, Hanna (Dept. of Clothing & Textiles, Chungnam National University)
  • 조청 (충남대학교 의류학과) ;
  • 김한나 (충남대학교 의류학과)
  • Received : 2014.06.18
  • Accepted : 2014.10.01
  • Published : 2014.12.31

Abstract

This study examines the lifestyle and gender effects of Chinese students in Korea on the Korean apparel brand experience. In addition, this study explores the effect of various brand experiences on attitudes toward Korean apparel brands. This study targets 355 Chinese university students who live in Korea. The results show that a Chinese students' lifestyle consists of four factors: adventure-seeking, sociability, individualism, and materialism. Brand experience consists of five different experiences: cognitive, affective, relational, sensory, and behavioral experience. Adventure-seeking lifestyle affects all five brand experiences and sociability influences sensory and relational experience. Individualism influences relational and behavioral experience; however, materialism affects four brand experiences (except sensory experience). Female students indicate a higher level of brand experience (except relational experience than) male students. Finally, three brand experiences (affective, sensory, and relational experience) impact brand attitude. Theoretical and managerial implications of the results are discussed along with limitations and future research directions.

Keywords

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