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http://dx.doi.org/10.5392/JKCA.2011.11.10.405

Empirical Study for the Adoption Attitudes of New Product between Generations and Countries -Focused on Korean and Chinese Consumers-  

Seo, Yong-Mo (충남대학교 경영학과)
Kim, Hyung-Jun (충남대학교 경영학과)
Publication Information
The Journal of the Korea Contents Association / v.11, no.10, 2011 , pp. 405-415 More about this Journal
Abstract
The primary purpose of this paper is to identify the influencing factors on the new products adoption between countries and generations. For this purpose, a research is developed based on the relevant literature reviews. Data have been collected from 524 persons and were tested by t-test and various statistical methods. The results of this empirical study are summarized as follows. In the cultural factors, the groupism has high discretion in China old generation. The materialism and shopping preference have high discretion in two young generations. There is no difference between the two groups in the distance of power. In innovativeness of personality, Korea and China young generation have high discretion. Innovativeness has high discretion in Korea and China youngs. Cognition and sensory innovativeness are has low discretion in Korea old. In the social risk perception, physiological, functional general and financial risk has high discretion in China old. In risk reducing behavior, the normative taking level and ad, new product adoption has high discretion in Korea and China youngs. But, the influence of others has high discretion in China old generation. The safety and brand reputation are no influences. The findings have a several marketing strategies in generation and countries.
Keywords
Generation; Country; New Product Adoption;
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