• Journal of Distribution Research
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• v.15 no.2
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• pp.71-99
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• 2010

Most of studies on patriotism in the marketing area have focused on ethnocentric tendencies observed in consumption behaviors. On the contrary, there have been few empirical studies on how patriotism in the general sense, indicating affection for, attachment to, and pride in the country, influences consumers' evaluation of domestic and foreign products. Given the current situation that marketing activities appealing to people's patriotism is increasing, this is somewhat surprising. Thus, this study examined empirically how patriotism influences people's evaluation of domestic and foreign products. In addition, we tested whether consumer ethnocentrism works as an intervening variable in the relation between patriotism and product evaluation. The empirical analysis was conducted through a questionnaire survey of undergraduate and graduate students at universities in Seoul. The survey asked about the respondents' patriotism, consumer ethnocentrism, domestic product evaluation, foreign product evaluation, and demographical characteristics. In foreign product evaluation, the respondents were requested to evaluate Chinese and Japanese products. Email was used to send and recover the questionnaires, and 135 replies were used in the analysis. Major findings from the empirical analysis are as follows. First, a significant relationship was observed between patriotism and domestic product evaluation. That is, patriotic participants evaluated domestic products more favorably. On the other hand, no significant relationship was observed between patriotism and foreign product evaluation(See Table 1-1 and 1-2). Next, the effect of patriotism on domestic product evaluation was mediated by consumer ethnocentrism. However, whether the effect of patriotism on domestic product evaluation is mediated by consumer ethnocentrism partially or fully was different according to product(See Table 2-1 and 2-2). Lastly, we tried to analyze the relation between consumer ethnocentrism and product evaluation and comparing the results with findings of previous researches. According to the results, a significant relationship was observed between consumer ethnocentrism and domestic product evaluation but not between consumer ethnocentrism and foreign product evaluation. The meanings of this study are as follows. First, there have been few marketing studies that investigated the relation between patriotism and product evaluation. Thus, this study is meaningful in that it supplemented the limitation of previous research. Second, consumer ethnocentrism was found to mediate the relation between patriotism and domestic product evaluation. Considering the absence of previous research that examined the role of consumer ethnocentrism as an intervening variable, this study is significant in that it expanded the scope of research on consumer ethnocentrism. Third, from the practical aspect, the results of this study suggest that marketing appealing to patriotism is effective in stimulating consumers' purchase and consumption of domestic products. Accordingly, such a marketing strategy is expected to be effective in protecting domestic markets from imported goods and overseas brands and to increase demands for domestic products and brands. However, there is the question of whether the effect of patriotism based marketing strategies in promoting demand for domestic products would persist. That is, this study could not find a significant relation between patriotism and foreign product evaluation, and this means that the increase in patriotism for the home country does not damage people's view to the quality of foreign products negatively. Accordingly, without change in people's perception of foreign products, it is highly likely that the increase in demand for domestic products or brands induced by patriotism elevated at a specific time or situation may not last long. Fourth, the results of this study suggest that the patriotism level may influence consumers' choice behavior toward retailers strongly connected to a specific country or region. That is, consumers with high level patriotism may hesitate or avoid using a retailer associated with some foreign country. Fifth, according to the results of this study, when people's patriotism is stimulated by a specific social situation or event, it can be an opportunity for domestic franchise brands to increase their market performance such as sales and market share and, at the same time, for foreign franchise brands to experience adversities. Therefore, during a period like the Olympic Games or the World Cup when people's sense of belonging or attachment to their country is heightened, domestic franchise brands need to make marketing activities that may lead market opportunities to substantial results and foreign franchise brands to cope with such adversities. Sixth, consumers' brand choice is often made in retail stores. It has been demonstrated by numerous studies that in store stimuli such as point of purchase display can affect consumers' behavior. Considering this, domestic brands facing competition with foreign brands should make continuous efforts to enhance the market performance of their products through developing in store stimuli that can stimulate consumers' patriotism. Finally, based on the major findings of this study, both academic and practical issues were discussed. Suggestions for future studies were provided.

• Journal of the Korea Society of Computer and Information
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• v.26 no.6
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• pp.173-181
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• 2021

Chinese people have increasingly high interests in skin care and trust and prefer medical institution products and equipment to treat skin problems. The purpose of this study is to examine skin types and skin care situations, skin care recognition, and skin care satisfaction by gender in medical skin care center patients from in their 10s to 50s in Hainan Province, China. The questionnaire survey consisted of general characteristics(n=8), skin care situations(n=6), skin care recognition(n=11), and skin care satisfaction(n=21). A total of 328 questionnaires were researched from December 21, 2020 to January 9, 2021 using WeChat and Wenjuanxing program. Data were analyzed by SPSSWIN 21.0. Frequency analysis was applied for general characteristics, skin care situations, skin care recognition, and skin care satisfaction and Cronbach's α was used for the reliability of skin care recognition and satisfaction. The relationship among skin care situations, skin care recognition, and skin care satisfaction was analyzed by χ² test and t-test. As a result, the common skin types by gender was dry skin in females and oily skin in males. The highest skin trouble was melasma and pigments in females and pimple in males. The most common way to manage troubled skin was homecare in both females and males, followed by the dermatology department in females and pharmacy in males, suggesting a significant difference. The common period of skin trouble was from one year to three years and the most effective way to improve skin was good life habit, followed by laser treatment in both females and males. The most important consideration to choose a hospital was a famous franchise hospital and the most important matters in management was doctor or skin care professionalism. Skin care and treatment recognition was high in external effects for females and internal effects for males. Skin care satisfaction was high in service for females and effect for males. Skin care satisfaction was significantly higher in males than in females. In conclusion, there was a difference in skin types, skin troubles, skin problems, skin care ways, and skin care satisfaction by gender in Chinese medical skin care center patients. Therefore, this study suggests the development of various products and the need of systematic management programs.