• 패션비즈니스
• /
• 제7권1호
• /
• pp.101-115
• /
• 2003

The object of this study looks into the awareness and satisfaction about Korean fashion product of Chinese adult women inhabited in China, by comparing with foreign fashion product. The questionnaire used as a method of measurement, and the sample was 848 Chinese women from 20 to 50 age, living in China. The analysis of all data was handled by SAS(Statistical Analysis System) program, Frequency Analysis, ANOVA, Duncan's Multiple Range Test was also executed. The results from the study were as follows: 1. The preference about Korean fashion product of Chinese women is higher than American, English and Japanese fashion product, but is lower than Italy, French and Chinese fashion product in each age. 2. About the quality, design, service's satisfaction and brand reputation of Chinese adult women, Italy product is first ranked and Korean, Chinese is followed. 3. About the possession item on Korean fashion product of Chinese adult women, younger and younger chinese women on age, Ta-Ryun resident in area, a company employee on occupation hold the most. 4. About the recognition on Korean fashion product of Chinese adult women, younger and younger preferred the popularity and special design of Korean fashion product, the women inhabited in Ta-Ryun and Buk-Kyung recognized the Korean product as economical. 5. About the satisfaction on Korean fashion product of Chinese adult women, there is no significant difference on age, residential district and occupation.

• Human Ecology Research
• /
• 제53권4호
• /
• pp.341-350
• /
• 2015

This study explored the determinant variables influence of Chinese consumers' purchase intention towards products featured in Korean TV dramas vis-$\grave{a}$-vis product placement (PPL). We invited 248 Chinese adult consumers who had watched Korean TV dramas in last twelve months to participate in this survey. Data analyses were conducted by Cronbach's ${\alpha}$ reliability test, confirmatory factor analysis, t -test, analysis of variance and hierarchical multiple regression with SPSS ver. 21.0 and AMOS ver. 21.0. We chose PPL effects, product quality perceptions, and product trust as main independent variables. The empirical analysis results demonstrate that female (versus male) and frequency of (or longer time) watching dramas resulted in higher perceived consumer PPL effects, product quality, trust and purchase intention. The positive effects of the product quality and product trust on purchase intentions were confirmed. There are additional mediation effects of product quality perceptions and trust on the relationship between consumer demographic characteristics (gender), TV drama watching conditions (frequency and time) and purchase intention. This research can help Korean corporations produce effective advertising by indicating how PPL affects Chinese consumer consumption behavior. The results are useful for the Chinese government and consumer organizations to improve the domestic consumption environment by developing effective TV drama PPL policies.

• 대한안전경영과학회지
• /
• 제13권3호
• /
• pp.169-174
• /
• 2011

The purpose of this study was to clarify the impact of national and corporate brand image of Korea on chinese consumers' purchasing Intention, also the impact of China on korean consumers' purchasing Intention. And the second aim of the research is to provide Korean businessmen who are interested in chinese market with information about chinese consumers' purchasing behaviour. Data from 205 chinese and korean consumers were analysed. As the result of analyses, it was found that Korean country image positive affects corporate brand image(samsung) and Chinese country image negative affects corporate brand image(haier) and product image. Korean corporate brand image only affects product image on chinese consumers. The product image affects Korean and Chinese consumer's purchasing intention.

• 패션비즈니스
• /
• 제7권3호
• /
• pp.24-35
• /
• 2003

This study is intended to figure out marketing strategies of women clothing brands which are remarkably preferred and recognized among Chinese women in their twenties by analyzing and comparing the features of products between Chinese fashion brands and Korean brands. This study result is follow as: 1. As the result of women fashion brands in China, it became certain that the differentiation policy of each brand and the strategy of development design reflected the needs of Chinese consumers in 20s were preferred in Chinese fashion market. 2. As the result of comparing and analysing the strategy of Korean brands' clothing product entered China market, some of them reflected well Chinese women' inclination who are in their twenties. Therefore with the proper positioning and the strategy of actual place, those Korean brands are prominently preferred. However others can not be the leading brands because of supplying inharmonious basic-style product with the preference of Chinese women in 20s.

• 한국콘텐츠학회논문지
• /
• 제11권3호
• /
• pp.377-388
• /
• 2011

본 연구는 거시 전략 관점의 기존 중국 연구들과 달리 기초 마케팅 차원에서 한국과 중국 소비자들을 대상으로 마케팅 믹스 중요도를 비교하고자 하였다. 세부적으로 마케팅 믹스에는 상품품질 및 브랜드(product), 상품가격(price), 매장분위기(place), 광고 및 가격할인(promotion)이 포함되었다. 설문조사는 2010년 1월과 2월 한 달 간격으로 양국의 대표적 대도시들인 서울, 부산, 북경, 상해에 거주하는 80년대 출생 315명을 대상으로 일대일 자유 면접 형식으로 이루어졌다. 연구 결과 상품가격 중요도는 중국 소비자에게서, 브랜드 및 광고 중요도는 한국 소비자에게서 높은 것으로 나타났다. 한편, 상품품질 중요도는 중국 소비자에게서, 매장분위기 중요도는 한국 소비자에게서 한계적으로 높은 것으로 나타났다. 반면, 가격할인 중요도는 양국 소비자간 분명한 차이가 나타나지 않았다.

• 한국의상디자인학회지
• /
• 제17권2호
• /
• pp.173-184
• /
• 2015

This study examined the impacts of the cultural proximity of Chinese consumers on the image of both country and product, and investigated how they are related to purchase intention of Korea fashion. Subjects were Chinese female consumers in their 20s and 30s, living in Yangtze River delta and Seoul. The results of the study were as follows: 1) The cultural proximity had a significant influence on the country image and fashion product image. Chinese consumers with more emotional proximity had more positive attitude towards country image, such as politics, economics, technology, cultures and people image. And consumers who had higher interest in Korea and Korean culture evaluated the quality, design, value and reputation of Korean fashion more positively. 2) Chinese consumers with positive attitude towards people, technology and culture image seemed to prefer fashion product. Specifically, the dimensions of country image had a different influence on the fashion product image such as product quality, design, value, reputation. 3) The Korea country image and fashion product image had also affected on purchase intention of Korean fashion products. Consumers with positive attitude towards people and technology image had higher purchase intention of Korea fashion products. And consumers with positive attitude towards reputation, value and design of fashion products had higher purchase intention of fashion products.

• Asia Marketing Journal
• /
• 제17권4호
• /
• pp.21-42
• /
• 2016

Purpose: Social influence has a decisive role in shaping a person's cognition and behavior. Chinese face consciousness, including moral component, is an important part of Chinese traditional culture, which influences people to implement moral behavior. With both eye-tracking technology and traditional questionnaire, this research aims to explore people's moral psychology and the psychological processing mechanisms of Chinese face consciousness, as well as the impact of Chinese face consciousness on the preference for the ecological product. Method and Data: 75 college and MBA students' eye movement data were collected when they read different kinds of moral materials, as well as data from the subsequent questionnaires. To test the hypothesis, ANOVA analysis and Heat Map analysis were performed. Besides, the PROCESS of bootstrap was used to test mediation effect. Findings: The results reveal that: 1. Compared to the moral-situation reading, when subjects read immoral situations, they need more processing time due to the moral dissonance and cognitive load. 2. Compared to the control condition, when threatened moral self is primed, subjects prefer to choose ecological product. 3. Protective face orientation is the mediator between threatened moral self and preference to ecological product. Key Contributions: First, this study broadens the use of eye-tracking technology in marketing and demonstrates a better understanding of the relationship between morality and consumer behavior in a more scientific way. Second, this study not only distinguishes the meanings between "protective face orientation" and "acquisitive face orientation", but also innovatively validates that when moral self is threatened, consumers tend to choose ecological product as moral compensation in order to protect their face. It can shed light on the promotion of ecological product in practical applications.

• 한국콘텐츠학회논문지
• /
• 제17권8호
• /
• pp.162-174
• /
• 2017

제품 인증마크는 소비자의 의사결정에서 제품의 품질수준을 판단할 수 있는 신뢰성 있는 정보를 제공해 준다. 이 연구에서는 인증마크가 제품태도에 미치는 긍정적인 영향을 실증해 보고, 제품의 가격수준을 조절변수로 도입하여 그 차이를 검증하였다. 또한 각각의 경우에서 한국과 중국 두 국가간 비교연구를 시행하였다. 제품특성에 의한 영향을 고려하여 두 가지의 복수 제품을 사례로 조사하였다. 그 결과 인증마크가 제품태도에 미치는 효과는 중국보다 한국 소비자에게서 더 강하게 나타나는 것을 확인할 수 있었다. 가격수준의 조절효과는 중국 소비자의 경우, 그리고 높은 가격수준의 상황에서 더욱 강하게 나타난다는 것을 알 수 있었다. 본 연구는 무엇보다도 인증마크의 효과성에 대한 국가간 비교 연구라는 점에서 연구 의의가 크다고 생각되며, 가격수준에 따른 인증마크 효과의 차이를 검증하여 새로운 탐색적 연구방향을 제시하였다는 점에서 시사점이 있다.

• 통상정보연구
• /
• 제10권2호
• /
• pp.433-453
• /
• 2008

Customer satisfaction and loyalty are becoming an increasing salient topic in many firms and in academic research. This study places significance in establishing corporate marketing strategy via analyzing and understanding purchasing by Korean and Chinese customer, especially those for service store, who serve as the core in marketing activities. To objectives of this study are to investigate which antecedent variables have significant effects on consumer perceived satisfaction or loyalty and to examine whether these factors have differences between Korean and Chinese customer. To test the hypotheses, such antecedent variables as the product quality, service quality, store reputation, store image. All variables are significant factors in both Korean and Chinese customer. Under the current increasingly rapid competitive market, product/service quality, store reputation/image can provide customer satisfaction and loyalty, can generate continual customer expansion of current customer through the reuse intention and can contribute to the expansion of new customers.

• Asia Marketing Journal
• /
• 제22권3호
• /
• pp.29-50
• /
• 2020

Although companies perform societal marketing activities across different cultural regions, previous research was predominantly centered on a specific cultural region-the West. To address this limitation in the literature, the current research examines societal marketing in the Chinese market considering cultural characteristics. China has become the largest market in the world with great potential growth for its vast consumer base. Since there is heterogeneity among regions in China, it is imperative to divide China into several markets for better understanding. Thus, this study investigates different responses of Chinese regional (coastal vs. inland) consumers toward Cause-related Marketing (CM). Our findings reveal that Chinese consumers, in general, prefer utilitarian CM products compared to hedonic CM products, which is the opposite result of findings of the previous research. Further, this was truer for consumers in inland regions, while coastal consumers did not display any preference by product type. The academic and practical implications, limitations, and directions for future research are discussed.