Human Ecology Research

The Korean Home Economics Association (대한가정학회)
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The Influence of Korean Fashion Brands' CSR Fit with Chinese Consumers on Consumer Satisfaction and Brand Attitude Moderated by Ethnocentrism

중국 진출 한국 패션 브랜드의 CSR 적합성이 소비자 만족 및 브랜드 태도에 미치는 영향과 자민족 중심주의의 조절효과

  • Zhang, Ruiyue (Department of Clothing & Textiles, Yonsei University) ;
  • Shin, Eun Jung (Department of Clothing & Textiles, Yonsei University) ;
  • Koh, Ae-Ran (Department of Clothing & Textiles, Yonsei University)
  • Received : 2021.06.08
  • Accepted : 2021.08.06
  • Published : 2021.08.30
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Abstract

To help korean fashion brands establish CSR activities in the chinese market in the future, this study investigated the influence of korean fashion brands' CSR fit with Chinese Consumers on Consumer Satisfaction and brand attitude, with the moderating effect of ethnocentrism. An online survey was conducted with 20-39 year-old consumers in China from April 18 to April 30, 2021. Data analysis was conducted using SPSS 24.0 and Amos 24.0. The results of this paper are as follows. First, environmental CSR fit had the greatest impact on consumer satisfaction, followed by financial CSR fit and social contribution CSR fit. Second, environmental CSR fit and social contribution CSR fit had positive effects on brand attitude, while financial CSR fit did not have a positive effect on brand attitude. Third, as customer satisfaction has a favorable effect on brand attitude, it can be inferred that the greater the satisfaction customers feel for a Korean fashion brand in China, the more positive the attitude they develop toward Korean brands. Fourth, there was no significant difference between groups that had a high and low degree of ethnocentrism, confirming that ethnocentrism does not have a moderating effect on consumer satisfaction. On the other hand, in the relationship between environmental and social contribution CSR fit and brand attitude, there was a greater impact in the low ethnocentrism group compared with the high ethnocentrism group, which verifies the moderating effect of ethnocentrism.

Keywords

References

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