• 한국식생활문화학회지
• /
• 제34권3호
• /
• pp.268-276
• /
• 2019

This study separated different factors into the Korean Wave and Korean health food according to the interest in Korean culture among the Chinese living in China. We then conducted a two-step cluster analysis with gender, marriage status, academic background, interest in Korean culture, command of the Korean language and the status of having visited Korea as variables. The subjects were split into a Korean wave-preferring group, highly interested in Korean food as health food group and a low interested group according to clusters, and we then investigated for preference differences for 20 Korean food dishes. Between these two groups the statistics indicated a significant influence with a level p<0.001 for Bulgogi, Bibimbap, Kimchi, Galbi-tang, Galbi-gui, Chicken, Samgyepsal, Doenjang-Jjgae, Dak-galbi, Japchae and Gimbap p<0.01 for Samgye-tang and p<0.05 for Naengmyeon, Kimchi-Jjigae, Dak-galbi, Seolleongtang, Haemul-tang, Hanjeongsik and Tteok-bokki. Jeon and Juk did not show any statistically significant difference. Chinese consumers preferred Korean food for Samgyeopsal, Bulgogi and chicken and less preferred gruel, Hanjeongsik and Kimchi-Jjigae. The highly interested in Korean culture group preferred Samgyeopal, Bulgogi and Chicken, and less preferred Juk, Jeon and Hanjeonsik in that order. This study offers information on the Chinese's preference for different Korean food to any food service enterprises that manage Korean restaurants in China or that sell Korean cuisine and also basic data for differentiated marketing to those entering the Chinese market.

• 마케팅과학연구
• /
• 제20권2호
• /
• pp.135-148
• /
• 2010

阿拉伯人联合抵制丹麦产品, 澳大利亚人联合抵制法国产品, 而中国人厌恶日本产品, 这些是国家间的敌对行为影响消费行为的案例. 敌意文献中已考查过消费者对其他国家敌对行为的反应, 以及这种敌意如何影响消费者对敌对国家产品的态度和倾向. 例如, 中国消费者不愿购买日本产品, 是由于日本人在第二次世界大战中的暴行, 以及不平等的经济往来(Klein, Ettenson and Morris 1998). 然而在市场营销文献中, 却没有考查过那些对他国实施敌对行为的国家消费者的反应, 这些敌对行为是否会影响他们购买受害国产品的态度. 社会心理学文献认为, 消费者面对这样的敌对行为时, 会产生一种集体犯罪感. 集体犯罪感源于当组织成员认为组织要对伤害其他组织的行为负责时所产生的痛苦感(Branscombe, Slugoski, and Kappenn 2004). 案例包括美国人由于美军在Abu Ghraib监狱的暴行而产生犯罪感(Iyer, Schamder and Lickel 2007), 荷兰由于过去对印度尼西亚的占领而产生犯罪感(Doosje et al. 1998). 本研究的主要目的是考查当国家成员对他国有敌对行为时消费者的感知, 这种感知是否会影响他们对敌对国家产品的态度. 更准确的说, 本研究的目标之一是考查集体犯罪感的感知前提, 以及当国家成员对他国有敌对行为时, 人们的情绪反应. 另一个目标是考查集体犯罪感如何影响消费者对敌对国产品的感知和倾向. 如果集体犯罪感能起到明显的预言作用, 敌对国双方的公司可能会从这类不幸的事件中受益. 本研究利用了由Klein, Ettenson and Morris (1998)提出并经Klein (2002)发展的敌意模式. Klein发现美国消费者对日本人怀有敌意, 起因是二战期间的事件(如日军偷袭珍珠港)和近年来日本的经济威胁. 因此本研究认为, 二战间的事件(如广岛长崎的原子弹爆炸)可能导致美国消费者的集体犯罪感. 曾有过一系列的三个假设, 第一个假设关于集体犯罪感的前提. 之前有研究认为当消费者感知到侵害造成的非法伤害, 并且认为侵犯者来自的国家应为此负责, 集体犯罪感就产生了(Wohl, Branscombe, and Klar 2006). 因此提出下列假设: 假设1a: 感知到的伤害非法性越高, 集体犯罪感越强烈. 假设1b: 责任越大, 集体犯罪感也肯定越强烈. 第二个和第三个假设关于集体犯罪感对倾向日本产品的影响. Klein (2002)发现对日本的敌意越强, 相比较韩国产品对日本产品的倾向越小, 但相比较美国产品对日本产品的倾向并未变小. 这些结果说明集体犯罪感存在时, 消费者在购买日本产品和韩国产品时会更倾向于前者, 但在购买日本产品和美国产品时并未受影响. 假设2: 集体犯罪感与购买日本产品的倾向大于韩国产品有关, 但与购买日本产品的倾向大于美国产品无关. 假设3: 集体犯罪感与购买日本产品的倾向大于韩国产品有关, 并且对产品的判断和敌意保持不变. 有过一个实验测试这个假设. 使被调查者面临发生在二战中的敌对事件, 从而产生非法伤害和责任. 该实验由一家美国的消费者调查小组收集数据, 将调查对象随机分配到低等级责任和违法情况(n=259)或高等级责任和违法情况(n=268). 测试假设关系时, 运用到潜在变量结构方程模式(LVSEM). 第一个假设得到了支持, 美国人因二战中对日本人的伤害而产生的伤害非法性和责任都对集体犯罪感有积极影响. 第二个假设也得到了支持, 集体犯罪感与购买日本产品的倾向大于韩国产品有关, 但与购买日本产品的倾向大于美国产品无关. 最后, 第三个假设也得到了支持, 集体犯罪感与购买日本产品的倾向大于韩国产品有关, 同时还影响人们对日本产品的判断和敌意. 由这些研究的结果可得出结论. 第一, 伤害的非法性和责任是集体犯罪感的前提. 第二, 当消费者面临来自敌对行为目标国家的产品和其他外国产品之间的选择时, 会受到集体犯罪感的影响. 但当他们面临来自敌对行为目标国家的产品和本国产品时, 不受集体犯罪感的影响. 这一结果意味着当竞争对手来自国外时, 利用集体犯罪感对那些受到敌对行为的国家的公司是可行的, 但当竞争对手来自国内时则不可行.

• 패션비즈니스
• /
• 제4권2호
• /
• pp.85-93
• /
• 2000

Today, China is drawing the attention of the entire world with rapid economic growth that commenced with the opening of its economy. The world recognizes the value of China as a massive market that will eventually lead the global economy in the future. This paper is devoted to basic research on Chinese apparel consumers and is intended to help apparel market developments in China. Its aim is to understand the distinct characteristics of China and to study general apparel designs and purchasing preferences necessary for the development of products that can meet the special needs of Chinese consumers. In addition it identified clothing behaviors to better understand the distinct characteristics of Chinese female college students preferences. The research showed that Chinese female college students preferred achromatic, dark blue, and red colors in decreasing order, and cotton and wool textiles. For style, they preferred designs that accentuated individuality. Also, comfort played an important role in purchasing. Behaviorally, they had strong interests in fashion but valued economic and pragmatic aspects when it came to purchasing, and were not much affected by the desire for identification. From research results, the paper concludes that there is a need for developing comfort-enhancing products for highly individual Chinese female college students, with designs uniquely preferred by them, and valueadded apparel products targeted for upper social levels.

• 유통과학연구
• /
• 제16권1호
• /
• pp.47-58
• /
• 2018

Purpose - China has become the world's largest market of Korean culture goods. However the distribution and information channel from which Chinese consumers can access to Korean contents remains under-explored. This study aimed to investigate Chinese consumers' information accessing behavior. Research design, data, and methodology - We collected the sample of 800 customers who are exposed to Korean Wave in China. Regression analysis is used to confirm the relationships in the research model. Results - The results showed that official channels such as state owned sites still play a significant role, Chinese consumers prefer to use unofficial channels and the private SNS is the most popular one. It is also found that users with low interests in Korean contents prefer offline/indirect channels while people who are highly immersed into Korean culture and spend longer time on it tend to favor online/unofficial channels. The results confirms that there are some users' characteristics such as gender, age, income and experience of visiting Korea are relevant to explain their propensity to select distribution and information channels for Korean contents. Conclusions - The study enables managers to develop the more effective distribution channel strategies according to the different target consumer groups.

• 유통과학연구
• /
• 제17권8호
• /
• pp.5-14
• /
• 2019

Purpose - This study aims to proposes a conceptual framework to segment multi-national products based on a Chinese consumer's perception of multi-national products, to find the role of consumer ethnocentrism (CET) in country of origin (COO) effects for Chinese, and to figure out how different dimension of CET Effects on purchase intention developed market and home country. Research design, data and methodology - This study selected a 2×2×2 factorial design for the hypothesis test based on the product category × combination of manufactured type × Ethnocentrism level. This study distinguishes products between luxury (Burberry) and non-luxury (Nike) products and choose combination of manufactured type (Spain vs India/ Spain vs China) in order to perform comparative studies. A total of 223 Chinese participated in the experiment. After being exposed to each scenario, participants were asked to respond to questions about brand preference and purchase intention Results - Regarding to luxury made in developed country, it is worth that exposing COO information to low level of ethnocentrism consumers. Regarding to non-luxury product made in emerging country, it makes it worse when COO information to high level of ethnocentrism consumers. Lastly, regarding to non-luxury product, patriotic consumers prefer to purchase product made in home country.

• Journal of the Korean Data and Information Science Society
• /
• 제27권6호
• /
• pp.1565-1571
• /
• 2016

이 논문에서는 중국소비자들을 대상으로 휴대폰의 원산국 효과에 따라 라이프스타일에서 어떤 차이점이 있는지 실증 분석해 보고자 한다. 분석 데이터는 Kim 등 (2006, 2007)에 의해 선행연구 된 바 있다. 그룹 멤버십은 휴대폰의 원산국 효과에 대한 응답을 바탕으로 응답자를 4개 그룹으로 분류하였다. 즉, 4개 그룹은 한국산 휴대폰을 선호하는 그룹 K, 일본산 휴대폰을 선호하는 그룹 J, 미국산 휴대폰을 선호하는 그룹 U, 그리고 중국산 휴대폰을 선호하는 그룹 C이다. 이러한 그룹 멤버십을 바탕으로 일원배치 분산분석과 단계적 판별분석을 이용하여 89개 라이프스타일 변수와 2개 개인정보로 이루어진 학습표본 (training sample)을 4개 그룹으로 분류하였다. 그 결과 한국산 휴대폰을 선호하는 그룹 K는 중국산 휴대폰을 선호하는 그룹 C에 비해 개방적이고, 진보적이고, 적극적이고, 그리고 개성이 강한 것으로 보였다.

• 복식문화연구
• /
• 제26권6호
• /
• pp.872-887
• /
• 2018

This study aims to identify the differences between Korean and Chinese and males and females in terms of female image preferences. The survey was conducted for 1 month targeting male and female Korean and Chinese subjects. Among the 350 completed questionnaires, 309 were used for analysis. For the analysis, 11 female images were chosen based on theoretical study, then a t-test and a paired t-test were carried out using SPSS 19.0. The results of this study are as follows: First, differences in female image preferences were observed to depend on nationality and gender. Koreans prefer urban images while Chinese prefer cute, intelligent, and sexy images. Second, males prefer innocent or sexy images, while females prefer sophisticated images. Third, Korean males prefer innocent, active, sophisticated, gentle, cute, sexy, urban, natural, intelligent, spectacular, and neutral images in order. Chinese males prefer gentle, innocent, sexy, active, sophisticated, intelligent, cute, natural, urban, spectacular, and neutral images in order. Fourth, Korean females prefer sophisticated, gentle, urban, natural, intelligent, innocent, active, sexy, cute, spectacular, and neutral images in order. Chines females prefer sophisticated, intelligent, cute, gentle, innocent, active, natural, sexy, urban, spectacular, and neutral images in order. Using these results, it will be possible to design marketing strategies for global consumers.

• 유통과학연구
• /
• 제12권12호
• /
• pp.107-118
• /
• 2014

Purpose - Due to the recent slowdown of growth in global luxury brands, which have been an engine of our domestic fashion market growth, there is an increasing need to develop a global market for domestic high-priced fashion brands. In spite of the large scale of trade between Korea and China with respect to fashion products, current trade concentrates on middle- and low-priced products rather than high-priced products. Diversification of the trade between Korea and China in terms of the price levels of trade products is needed. An understanding of Chinese consumption values and purchase intentions for luxury fashion brands will be very helpful for the establishment of strategies with the aim of increasing the level of trade with regard to high-priced fashion products. Therefore, the study aimed to identify the differences in the clothing consumption values of South Korean and Chinese women in their 20s, especially with reference to how those values affect their preference and purchase intention for luxury fashion brands. Research design, data, methodology - The study was implemented through a descriptive survey method using a self-administered questionnaire. The sample consisted of 283 Korean and 306 Chinese women in their 20s, residing in Seoul, Beijing, Guangzhou, and Shanghai. Data were collected from March 3 to 15, 2014. A total of 589 completed responses were analyzed. Data were analyzed by factor analysis, t-test, and multiple regression analysis. Results - Fivefactors for clothing consumption values were formulated: conspicuous/social value, fashionability value, personality expression value, hedonic value, and practical value. There were significant differences between Korean and Chinese consumers in clothing consumption values (except social value), preference, and purchase intention for luxury fashion brands. With regard to clothing consumption values, Chinese women attached more importance to fashionability value, personality expression value, hedonic value, and practical value than South Korean women. In addition, Chinese women's preference and purchase intention for luxury fashion brands were higher than South Korean women's. Second, in the case of South Korean women, social value, practical value, and fashionability value had positive effects on preferences for luxury fashion brands, while attractive/personality expression value and hedonic value had no influence. In contrast, in the case of Chinese women, social value and fashionability value had positive effects on preference for the luxury fashion brands. Third, in the case of South Korean women, social value and practical value had positive effects on purchase intentions for luxury fashion brands. In contrast, in the case of Chinese women, social value, personality expression value, and fashionability value had positive effects on purchase intention for luxury fashion brands. Conclusions - Considering the findings of the study, it is clear that differentiated marketing strategies are needed for luxury fashion brand markets in Korea and China. The results of the study could provide useful information that will help increase the effectiveness of luxury fashion brand marketing strategies in Korea and China.

• 한국국제농업개발학회지
• /
• 제30권4호
• /
• pp.320-327
• /
• 2018

포도 재배면적과 생산량이 줄고 있는 상황에서도, 재배농가의 끊임없는 노력과 농촌진흥기관의 기술개발을 통해서 한국산 샤인머스캣이 현재 국내 소비자는 물론 해외 소비자들에게 인기를 얻고 있으며, 이에 따라 타 품종에 비해 재배면적과 생산량이 증가하고 있다. 따라서 새로운 수요처 발굴과 수출 증대를 통해서 포도 산업의 지속성을 유지하는 것이 무엇보다도 필요한 때이다. 본 연구에서는 중국 소비자들에게 한국산 샤인머스캣을 구매하는데 영향을 주는 요인들(사전, 사후)이 어떻게 평가되고 있는지, 향후 구매로 이어질 수 있는지 여부를 실증적으로 규명하고자, 부분최소자승-구조방정식 모형을 사용해서 2017년 10월 중국 광저우에서 개최된 국제중소기업박랍회 행사장에서 시식과 설문조사를 통해 수집한 유의한 102명의 응답자료를 이용하여 분석하였다. 분석결과, 사전요인(외관, 착색, 신선도, 알 크기) 보다 사후 요인(당도, 식감)이 좋은 평가를 받고 향후 구매로 이어지는데 통계적으로 유의하며 큰 역할을 함을 보였으며 이에 따른 품질관리의 방향성에 대한 시사점을 제공하였다. 다만, 자료의 보완을 통해서 관찰되지 않는 설문응답자 내의 집단을 보다 면밀히 분석해야 할 필요가 있다. 따라서 집단의 특성과 수요에 보다 맞는 맞춤형 품질관리와 수출방안이 뒤따라야 함을 한계로 남긴다. 또한, 조사대상자의 인구통계 특성과 중국 전체 모집단과 차이가 있으므로 분석결과를 해석에 유의할 필요가 있다. 포도수출 확대노력은 포도 생산농가의 소득향상과 경영안정성을 높이고, 국내 포도산업에 활력을 줄 수 있다. 이를 위해서는 또한 신품종에 대한 안정적 생산 수확후 관리기술 개발 및 농가 기술보급, 수출조직 육성이 병행되어야 할 것이다. 또한 일본이 개발한 샤인머스캣 재배에서 더 나아가 소비트렌드에 부합하는 국내품종을 중장기적으로 육성할 필요가 있다. 또한 수출성공을 위해서는 국내 업체간 과당경쟁, 저가경쟁 등을 예방하고, 의견을 조율할 협의체 구성과 함께 한국산 포도라는 점을 내세워 프리미엄 제품을 생산해 중산층 이상의 중국시장 진출을 모색할 필요가 있을 것으로 사료된다.

• 한국식품조리과학회지
• /
• 제25권6호
• /
• pp.655-662
• /
• 2009

This study investigated foreign consumers' perceived brand image of Korean food by applying the factor analysis research method. Questionnaires were distributed to 600 foreigners visiting Korea, from September 1 to 21, 2008. A total of 416 questionnaires were returned, of which 70 unusable questionnaires were excluded and 346 were used in the final analysis. SPSS 12.0 was employed for the statistical analysis. According to the factor analysis results, the brand image of Korean food were classified into four factors, 'premium concerns', 'novelty concerns', 'health concerns', and 'popularity concerns', where 'health concerns' had the highest mean score among the factors. The results also showed that the respondents perceived Korean food as 'healthy' and 'organic', but not as 'feminine' or 'high-grade', particularly respondents who were Japanese and Chinese. Additionally, the respondents were divided into two groups by degree of preference for Korean food. No significant differences existed between the two groups except for the attribute 'family-oriented'. Overall, the results suggested that the representative brand image of Korean food is 'healthy', which also corresponds with recent food consumption trends and Korean food characteristics.