• Current Research on Agriculture and Life Sciences
• /
• v.32 no.4
• /
• pp.225-230
• /
• 2014

This study investigates the effect of organic certification of apples on consumer preference in China as a way to support the expanded export of Korean apples to China. A choice experiment was designed to analyze the apple consumption in China. A total of 298 Chinese consumers answered the survey, and multinomial logit models were used to analyze the results. Organic certification was identified as an important determinant of consumer preference for apples in China, affecting both the evaluation and choice of country of origin. The results also indicated that Korean organic certification significantly increased the probability of Chinese consumers choosing Korean apples. Thus, organic certification by the Korean government should be strengthened to promote apple exports to China, plus the results of this study may provide useful information to promote agricultural product exports and improve the organic certification system.

• Journal of Digital Convergence
• /
• v.11 no.3
• /
• pp.85-93
• /
• 2013

This study were investigated in Korean and Chinese consumers' awareness about the controversial ads expressions. Any ethical evaluation and consumers about the issue of the type of ad that is examined, and also the difference between Korea and China, the consumer perception of advertising ethics evaluation is confirmed. Korean and Chinese consumers consumerism to promote awareness and relevance is analyzed. Firstly, the negative role of advertising in terms of positive perceptions of Chinese consumers significantly higher. The other hand, recognize the positive role in the Korean consumer awareness was high. Second, the Korean consumer advertising that targets children positive response compared to Chinese consumers higher. Third, Sexual Appeal for Chinese consumers think that is very generous compared to Korean consumers were Fourth, Korea and China consumers about tobacco advertising for all tobacco advertising was negative ethical perception. Fifth, obnoxious ad, ads, such as racial discrimination and acts for all bilateral consumers very negative comments were, for the spread of AIDS, bilateral consumers allow condom ads for all the positive responses demonstrated. The results of this study advance into China and the Korean company's executives and advertising agency advertising practitioners to formulate a strategy to accommodate an effective message.

• Journal of the Korea Convergence Society
• /
• v.11 no.12
• /
• pp.275-282
• /
• 2020

As interest in the high-potential Chinese beauty market is growing, understanding the disposition of Chinese consumers different from Korea is becoming more important for successful entry into the Chinese market. This study attempted to compare differences in beauty shop selection attributes between Korean and Chinese consumers. In order to achieve this research purpose, the beauty shop selection attribute was classified into five components: environmental attribute, structural attribute, external attribute, awareness, and service attribute. Survey responses were collected from 162 Chinese and 111 Koreans, respectively, and empirical analysis was conducted. Both Chinese and Koreans had significant relationships between environmental attribute, service attribute and satisfaction, but the relationship between the remaining attributes and satisfaction were not significant. In addition, significant differences exist between Chinese and Koreans in the relationship between environmental attribute, service attribute and satisfaction. The results of this study can help companies to establish and operate a higher quality beauty shop based on understanding the situation and characteristics of each country in the fierce competition in the beauty market.

• The Journal of the Korea Contents Association
• /
• v.20 no.3
• /
• pp.379-389
• /
• 2020

The purpose of this study is to identify the effects on brand loyalty based on consumer satisfaction and brand equity which brand recognition, brand image and perceived quality of Tsingtao Beer, the local representative brand of China. The study was surveyed Chinese consumers who had consumed Tsingtao beer in China for 14 days from October 21 to November 3, 2019. Regression analysis was performed to SPSS 25 responses. Three hypotheses have been established to verify the relationship of brand equity, consumer satisfaction and brand loyalty of Tsingtao beer. The analysis results showed that the brand equity of Tsingtao Beer were influenced by positive influence on consumer satisfaction. And brand equity has a positive influence on brand loyalty. Consumer satisfaction as the medium effect has a positive influence on brand loyalty.

• Journal of Nutrition and Health
• /
• v.51 no.5
• /
• pp.480-487
• /
• 2018

Purpose: The study examined the Chinese and Japanese consumers' preference for Korean home meal replacement (HMR) product package designs using conjoint analysis. Methods: The questionnaire survey was completed by 270 consumers living in Beijing, China and Osaka, Japan, over the age of 20 years old, who had previously purchased or consumed a Korean HMR. Based on the attributes and levels within each attribute related to the Korean HMR product package design, 54 profiles were constructed. Of the 54 profiles, 11 combinations were selected using an orthogonal design, and the participants were asked to rank the 11 combinations in order of preference from top to bottom. Results: The relative importance of the Korean HMR product package design attributes were analyzed. Chinese consumers regarded illustration, ingestion form, concept, and brand name, in that order, to be most important. In the case of Japanese consumers, illustration, concept, ingestion form, and brand name, in that order, were most important. For the illustration attributes, in order of importance, Chinese consumers preferred raw materials, characters, and celebrities, and Japanese consumers preferred characters, raw materials, and celebrities. For the concept attributes, Chinese consumers favored, witty, traditional Korean, and modern concepts, whereas Japanese consumers favored witty, modern, and then traditional Korean concepts. For the ingestion form attributes, both Chinese and Japanese consumers preferred Ready To Eat (RTE), followed by Ready To Heat (RTH), and then Ready To Cook (RTC). For the brand name attributes, both Chinese and Japanese consumers preferred the localized brand name over the Korean brand name. Conclusion: Differences in the relative importance of Korean HMR product package design attributes were observed among Chinese and Japanese consumers, and there were differences in preference according to the levels within each attribute. These results are expected to provide useful basic data to assist in the future development of differentiated HMR package designs and marketing strategies to meet consumer needs in the market for Korean HMR in China and Japan.

• Journal of Digital Convergence
• /
• v.10 no.11
• /
• pp.235-241
• /
• 2012

This paper takes the online automobile brand community in china as an example, importing 'interactivity', the concept of sociology, into online brand community study. It follows the logical way as 'How does interactivity embody among the online communities ${\rightarrow}$How about its deepening process? ${\rightarrow}$What the results of interactivity will be?', that is, 'formation of the relationship (Interaction) - deepening of the relationship (identification)-result of the relationship(brand loyalty)', makes systematic study through the method of combining theory and case analysis together, and puts forward the marketing strategic direction for online brand communities.

• The Journal of the Korea Contents Association
• /
• v.15 no.5
• /
• pp.55-65
• /
• 2015

This study suggests the direction of policy making which contributes the visiting intention improvement of satisfaction by evaluation of cultural product between K-Pop and J-Ani. This study of research model are typically estimated within the framework of AMOS and related methods such as EQS and LISREL. The results show that statistically positive relationship among a evaluation of cultural product, a satisfaction and the visiting intention. This study reveals that Korea and Japan need to investigate the improvement of the K-Pop and J-ani. Finally, Korea and Japan should strive attract foreigner.

• International Area Studies Review
• /
• v.14 no.1
• /
• pp.161-181
• /
• 2010

This thesis researches how country image and product attributes as well as brand personality influence U.S.A, Chinese and Indian Consumers' Korean automobile brand selection and the strategic implications of this study are as follows. First, Country image and Brand personality have more influence on U.S.A Consumers than Chinese and Indian consumers on selection of Korean automobiles. Second, All three of consumers have more influence by product attributes than other two factors, Chinese consumers has more influences by product attributes than U.S.A and Indian consumers have. Throughout this study it can be acutely recognized that brand personality and product attributes as well as country image influence on selection of automobiles made in Korea although there exist differences among three other consumers. This study suggests Hyundai automobiles in U.S.A, China and India need effort to develop representative brands with a unique personality.

• Korean Journal of Food Science and Technology
• /
• v.47 no.5
• /
• pp.623-632
• /
• 2015

This study investigated sensory characteristics and cross-cultural consumer acceptability of sweet crispy chicken (Dakgangjeong) prepared with six types of Korean-style sauces among Korean and Chinese consumers. The main ingredient(s) of each sauce was soy sauce (SOY), Japanese apricot extract and soy sauce (JASOY), gochujang (SPICY), minced garlic (GARL), and ketchup (KET-I and KET-II); KET-I and KET-II were modified to possess ethnic Korean flavors. In general, Korean and Chinese consumers preferred all types of Dakgangjeong, except for GARL and SPICY, respectively. Least preferred products of each country had the lowest familiarity rating among consumers of the respective countries. Similar to previous studies, these results showed that familiarity is an important factor affecting consumer preference in a cross-cultural context. Particularly, it was found that higher familiarity of the product was not found to influence consumer to like a product, but rather low familiarity seemed to affect consumers to reject a product.

• Asia Marketing Journal
• /
• v.7 no.3
• /
• pp.29-51
• /
• 2005

The present study extends Alden et al.'s (Alden, Steenkamp, and Batra 1999) study of cultural brand positioning through advertising, in which global cultural positioning is distinguished from foreign cultural positioning and local cultural positioning. The present study explores differences in the brand personality between global cultural positioning ads and local cultural positioning ads and investigates the effect of each type of cultural positioning strategy on the brand attitude. A content analysis was conducted for the Chinese print advertisements of Korean brands in order to examine the brand personalities developed by each type of cultural positioning strategy. Substantial differences in the brand personality were not found between the cultural positioning strategies. An experiment was conducted using Chinese consumers in order to test the effect of the cultural positioning strategy on the brand attitude. The global cultural positioning was found to be more effective than the local cultural positioning in general, and the Korean cultural positioning was found to be more effective than the local cultural positioning only for the younger consumers.