• 한국지역사회생활과학회지
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• 제22권2호
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• pp.267-282
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• 2011

This study investigated Korean and Chinese female college students' retirement attitudes. Considering the fact that the two countries are experiencing dramatic increases in elderly population, retirement planning is a significant social issue. Even though Korea and China share similar cultural backgrounds, economic systems and governmental retirement policies have been developed in different ways. The purpose of this research was to compare retirement attitudes and related factors between Korean and Chinese female college students. Based on a survey with 214 female college students (130 Koreans and 84 Chinese), differences and similarities in retirement attitudes and related factors were identified. On average, Chinese female college students showed more positive attitudes towards retirement than Korean students. The levels of thinking about retirement and worrying about finances in retirement were greater for Korean students than Chinese students. More Korean students anticipated that their actual retirement age will be earlier than their desired retirement age. Korean students believed that they should start retirement planning at an earlier age than Chinese students' retirement planning age. Korean students anticipated that the cost for food and housing as the major expenditure category in retirement while Chinese students anticipated cost for health care as the major expenditure category. Korean students who worry about finances in retirement, and those who anticipated that they will retire earlier than their desired age showed negative retirement attitudes when controlling other factors. Implications for retirement planning and education were presented based on the research findings.

• 한국의류산업학회지
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• 제17권1호
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• pp.116-126
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• 2015

This paper compared the properties of cosmetics depending on the shopping tendency of female consumers in Korea and China. The data on Chinese women living in Korea and Korean women in their 20s was collected using an offline survey. The data on Chinese women living in China in their 20s was collected using an online survey. Three hundred twenty-seven questionnaires out of a total of 330 questionnaires were used for statistical analysis. The survey was conducted from January to February 2014. Eighteen questions on shopping tendency and eight questions on the properties of cosmetics were analyzed using a 5-point Likert scale. Data was analyzed by Descriptives, Factor Analysis, Reliability Analysis, ANOVA and Cluster Analysis, and SPSS 21 statistical program. In accordance with the analyses, the shopping tendency comprised a showing-off tendency, pleasure-seeking tendency, and practicality tendency; the properties of cosmetics were classified into conformity and functionality. On the basis of the elements in the shopping tendency, the female consumers were categorized into a low involvement consumer group, high involvement consumer group, and hedonic consumer group. The Chinese women emphasized conformity or functionality of cosmetics more than the Korean women regardless of the countries where they lived. Regardless of shopping types or countries where they lived, the Korean and Chinese women in their 20s emphasized functionality over conformity of cosmetics. Furthermore, Chinese women living in Korea showed a similar shopping tendency to Chinese living in China.

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

• 복식문화연구
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• 제24권4호
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• pp.511-529
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• 2016

The current study aims to segment Chinese female consumers using their lifestyle dimensions in the cosmetics market, and analyze their cosmetics purchasing behavior based on that segmentation. Specifically, lifestyle groups were examined to see if there is any group difference(s) in consumer behavior for Korean cosmetics. Lifestyle groups were examined based on: consumers' demographic characteristics, perceived brand attributes, loyalty toward Korean cosmetics, usage of Korean cosmetics products, preferred stores of shopping for Korean cosmetics, and use of information sources in purchase decisions. An online survey was administered to female consumers who live in Beijing and Shanghai. A total of 493 surveys were used for data analyses. The results of the study were as follows: First, factor analysis revealed 11 significant lifestyle dimensions. Second, using these 11 lifestyle dimensions, cluster analysis was conducted, which revealed four distinct groups of consumers: (1) "timid inactive group," characterized by having low scores in most lifestyle dimensions; (2) "showcase goers," who tend to be highly fashion/appearance-conscious and brand-oriented; (3) "practical buyers," who tend to be price-conscious, sensitive and timid; and (4) "sensible buyers," who enjoy finer meals and wellbeing lifestyles, as well as hardworking in everything and impulse-buy things. Third, consumer behavior of purchasing Korean cosmetics brands were examined; significant differences among the four lifestyle groups were found. The study concludes with a discussion of the results and practical implications.

• 한국의상디자인학회지
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• 제21권3호
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• pp.37-53
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• 2019

The purposes of this study were to investigate Chinese female consumers' shopping orientation and clothing shopping behaviors on the internet and to find the differences in internet shopping behaviors of consumer groups segmented by clothing shopping orientation. The subjects were 417 women in their 20s and 30s from the Gillim Province, China. The research method was a survey, and the questionnaire consisted of a clothing shopping orientation subscale, clothing, their shopping behaviors via the internet, and the subjects' demographic characteristics. For data analysis, a frequency analysis, a cross-tab analysis, a factor analysis, a cluster analysis, ANOVA, and Duncan's multiple range test were performed. The results of this study were as follows. The clothing shopping orientation was derived using five factors (trend pursuit, pleasure pursuit, brand pursuit, economic pursuit, and convenience pursuit). Chinese female consumers were classified into three groups (hedonic group, ambivalent group, and practical group) by clothing shopping orientation. These three groups showed many significant differences in their clothing shopping behaviors on the internet. The hedonic group preferred the specialty and cross-border shopping malls, and considered product quality and trend as their main purchase motives. The ambivalent group considered the convenience of the purchase and trend as important motives as compared to the other groups, and they use more various product selection criteria. The practical group considered low price and convenience and the search simplicity of various products as major purchase motives. In addition, the hedonic and ambivalent groups had a higher purchase satisfaction and purchase intention from internet shopping than the practical group. This study suggested that clothing shopping orientation is one of the useful segmentation variables and fashion marketers needed to establish differentiated marketing strategies for each consumer group that is segmented by clothing shopping orientation.

• 한국의류학회지
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• 제32권7호
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• pp.1104-1115
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• 2008

The main purpose of this study is to analyze how differences in lifestyle affect the consumer decision making process on Korean and Chinese consumers. We conducted a survey on 210 female college students to gather the data needed. Through this study we were able to distinguish five different type of lifestyles; the confident, the charismatic, the vogue pursuing, the competitive, and the sociable. We also found out that the consumers of Korea and China with different lifestyles act differently throughout the decision making process. Chinese consumers were more influenced by advertising than Korean consumers. Korean and Chinese consumers also showed a difference in the perception of cosmetic prices, purchasing motivations, types of cosmetics, and where it was made from. Both Chinese and Korean consumers are influenced by salesperson more than any other marketing variables at point of purchase. The findings of this study are expected to help marketer make successful marketing strategy for cosmetics business in China.

• 산업융합연구
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• 제18권2호
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• pp.77-86
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• 2020

본 연구는 한·중 여대생의 결혼관과 웨딩드레스 디자인 선호도를 비교하는데 연구의 목적을 두었다. 이를 위하여 한국 여대생 191명과 중국 여대생 199명을 대상으로 설문조사를 통하여 자료를 수집하였다. 자료는 SPSS PC+ 25.0을 활용하여 분석하였으며, 분석방법은 신뢰도 분석, 교차분석, 평균비교분석이었고, 검증은 카이 스퀘어 및 t검증으로 하였다. 주요 연구결과는 다음과 같다. 첫째, 한국 여대생은 결혼하겠다는 응답이 중국 여대생보다 높았다. 중국 여대생은 결혼을 희망하는 이유로 경제, 생활, 부모 관련 문항에서 한국 여대생보다 높았다. 또한 결혼을 희망하지 않는 이유로는 배우자에 관한 걱정, 일에 대한 걱정, 경력에 관한 걱정 등에서 중국 여대생이 높았다. 둘째, 한국과 중국 여대생이 선호하는 웨딩드레스 디자인은 네크라인에서 차이가 있었다. 끝으로 미래 웨딩산업의 중국 진출을 위한 방안을 논의하였다.

• 통상정보연구
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• 제18권3호
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• pp.101-130
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• 2016

최근 소비시장으로서 중국의 중요성이 증대됨에 따라 중국 소비자들에 대한 체계적이고 과학적인 연구의 필요성이 제기되고 있다. 이러한 맥락에서 본 연구는 국가이미지와 기능적 속성 및 브랜드개성이 중국 소비자들의 한국제품 선택에 어떠한 영향을 미치는가를 성(性)별 비교분석을 통해 살펴보고 있다. 이를 위하여 중국 북경(北京), 상해(上海), 광주(廣州) 지역에 거주하는 성인 소비자들을 대상으로 한국산 핸드폰 제품에 관한 설문조사를 실시하였으며, 실증분석 결과 나타난 주요 연구결과를 요약하면 다음과 같다. 첫째, 여성 소비자들이 한국 핸드폰 선택시 남성 소비자들에 비해 국가이미지와 브랜드개성의 영향을 상대적으로 더 많이 받는 것으로 나타났다. 둘째, 남성과 여성 소비자 모두 한국 핸드폰 선택시 다른 두 요인에 비해 기능적 속성 요인의 영향을 더 많이 받는 것으로 나타났다. 본 연구에서는 이러한 연구결과를 토대로 한국기업들의 바람직한 대중국 마케팅 전략에 관한 주요 시사점을 제시하고 있다.

• 한국의류산업학회지
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• 제16권4호
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• pp.614-624
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• 2014

This study is intended to offer basic data for developing outdoor clothing exported to China by identifying how Chinese consumers use outdoor clothing. To accomplish the objective, a survey was conducted on 300 male and female Chinese tourists in their 10s to 40s who have purchased outdoor clothing before. As more than twice as many respondents said they wear sweatsuit or everyday clothes for mountain-climbing instead of outdoor clothing, the necessity of outdoor clothing is obviously perceived at a low level. Among them, 57.4% wear outdoor clothing as townwear in everyday lives, and other respondents are dissatisfied with the design. Thus, it is necessary to develop townwear-style design. When buying outdoor clothing, wearability was the biggest consideration. Also, the first criteria for evaluating outdoor clothing was practicality for mountain-climbing activities. The functionality of outdoor clothing they needed the most was air permeability. As for outdoor clothing top, the main inconvenience was tightness around the neck. As for bottoms, it was tightness of pants when bending knees. In terms of areas to be improved, the No. 1 was unformed design. Thus, it is imperative to develop design of diverse styles. As the Chinese outdoor clothing market has grown significantly in recent years, the following should be executed by domestic companies before advancing to the market. First, they should form Korean brand image and boost the brand awareness with various activities, amid Korean Wave. Second, they should develop preferred designs among Chinese consumers and strengthen functionality of products, based on consumer survey.

• 패션비즈니스
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• 제22권1호
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• pp.56-70
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• 2018

This study investigated if there are differences between the effects of lifestyle and personality on consumer complaining behavior between Korea and China. Sample subjects of this study were female college students of Korea(Jeollabuk-do and Jeollanam-do) and China(Yunnan). The questionnaire data from 780 college students were analyzed through the following statistical analyses: a reliability analysis, factor analysis, frequency, mean, and multiple regression analysis. The results of the study was as follows. First, the complaining behavior types of college students were divided into 4 factors: third party, breakaway behavior, compensation claim, and negative word of mouth. Second, significant differences were revealed between the dissatisfaction and the conditions of complaining behavior between Korean and Chinese consumers. Third, significant differences were found which were related to the effects of lifestyle and personality on types of consumer complaining behavior between Korea and China. Fourth, the complaining behavior factors of 'third party' and 'compensation claims' of Chinese consumers were higher than those of Korean consumers; however, the 'negative WOM' of Korean consumers were higher than those of Chinese consumers. Fifth, the lifestyle factors of 'fashion orientation, 'rational orientation' and 'activity orientation' of Chinese consumers were higher than those of Korean consumers. The 'achievement orientation' of Korean consumers was higher than that of Chinese consumers. And the personality factors of 'sense of responsibility' of Chinese consumers were higher than Korean consumers. Finally, 'openness' of Korean consumers were higher than Chinese consumers.