• 복식문화연구
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• 제29권5호
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• pp.634-650
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• 2021

This study was conducted to investigate the effect of relationship and service marketing on the brand interest and behaviors among Korean and Chinese active senior consumers and whether this effect differed between the two groups. A survey was conducted by having participants complete questionnaires administered by a research firm. For empirical analysis, frequency, EFA, CFA, SEM, the metric invariance test, and multiple-group comparison analysis were performed. The analysis results revealed that relationship marketing positively affected both brand interest and consumer behavior. Although service marketing positively affected brand interest, it did not have a significant effect on consumer behavior. In other words, brand interest positively affected consumer behavior through relationship and service marketing. Multiple-group comparison analysis demonstrated that no difference existed between Korean and Chinese active consumers in terms of how relationship marketing affected their brand interest, but a difference existed in how it affected their behavior. Service marketing had a greater influence on Chinese active senior consumers' brand interest than on Korean active senior consumers. However no difference existed between the two groups with respect to how service marketing affected their behaviors. Finally, brand interest had a positive effect only on Korean active senior consumers' behavior through relationship and service marketing, but not on Chinese active senior consumers. In conclusion, relationship and service marketing should be used to enhance the brand interest among Korean active senior consumers, and business activities should be planned by building relationships with Chinese active senior consumers to affect their behavior.

• 패션비즈니스
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• 제15권4호
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• pp.155-166
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• 2011

The purposes of this study was to examine Chinese consumers's perception toward Korean fashion brands. Especially, this study aimed to compare the Chinese consumers in three local groups (Beijing, Shanghai, & Yangji). The subjects used for this study were one hundred ninety-six participants(male; 110, female; 86) in 20s age who live in China. For data analysis, descriptive statistics, Cronbach's alpha, and t-test were used. Cronbach's alpha test revealed that all instruments which were used for this study had over 0.85. As the results, first, 67.9% of Chinese consumers perceived Korean brands correctly as Korean brands. Also, 42.5% of Chinese participants had purchased Korean fashion brand products such as Teenie Weenie or E-land. Second, there were not significant differences in brand attitudes among three group participants. However, there was a significant difference in 'brand preference' factor, one of three brand attitudes, between two ethnic groups. Finally, there were not signifiant differences in brand image, while there was a significant difference in intelligent brand image, one of 4 brand image factors, between two ethnic groups. These results of this study would be very useful for Korean fashion brand marketers in order to understand Chinese fashion consumers more details, and provide more efficient fashion marketing strategies.

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

• Journal of Korea Trade
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• 제26권7호
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• pp.185-202
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• 2022

Purpose - As overseas direct purchase transactions using e-commerce increase, the scale and scope of international trade are diversified, and the transaction volume using online platforms in e-commerce is increasing. The e-commerce market share will become more important because it is not only a medium connecting B2C, but also because it will expand the scope of trade. This study aims to reveal the factors that influence purchase intention according to Korean-Chinese consumers in e-commerce. In addition, the study has comprehensively confirmed the influence between each factor in the e-commerce environment by integrating and analyzing the characteristic factors of online information sources and platforms in one structural equation. Finally, the study confirmed that there is a significant difference in the influence relationship between Korean and Chinese consumers. Through this, the study will contribute to content production in the e-commerce market according to the target market and the expansion of the mutual entry of Korea and China. Design/methodology - This study aims to confirm the mediating effect of the details of the online information source characteristics and platform characteristics when the perceived quality affects purchase intention. It is confirmed that the factors affecting Korean and Chinese consumers differ. Findings - It was confirmed that differences exist according to the group of Korean or Chinese consumers for the entire research model. In the case of Korean consumers, the mediating factors when perceived quality affects purchase intention are expertise, reliability, entertainment, informativity, and convenience; in the case of Chinese consumers, the factors are expertise and informativity. Originality/value - This study proved that Korean and Chinese consumers cannot be regarded as having the same characteristics, and therefore, strategies aimed at each e-commerce market should be differentiated. In addition, although previous studies on online information sources and platform characteristics were not integrated, this study confirmed a significant influence relationship among the factors that could affect purchase intention in the actual e-commerce environment.

• 한국의류학회지
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• 제41권2호
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• pp.362-377
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• 2017

This study examined the relationship between country-of-brand-origin perception and brand equity elements among Korean and Chinese male consumers. It also examined if there were differences between the two national consumers in the effect of country-of-brand-origin on brand evaluation. We analyzed survey responses from 414 Korean men and 393 Chinese men in their 20s-30s. Country-of-brand-origin perception was found positively related to brand awareness and brand image for both Korean and Chinese men in each group that selected domestic or foreign country-of-brand-origin. The results revealed a positive relationship between brand attitude and brand awareness as well as brand image for the two national consumers in each country-of-brand-origin selection group. The results indicated differences in the influence of brand image on brand attitude between these two male consumers in the group that selected the domestic country-of-brand-origin. The results also support the hypothesis on differences in the effect of country-of-brand-origin as well as brand evaluation between male consumers in the group that selected foreign country-of-brand-origin. This study has significant implications for fashion marketers, particularly when building brand equity by revealing country-of-brand-origin.

• 한국지역사회생활과학회지
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• 제16권3호
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• pp.57-64
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• 2005

The purpose of this study was to compare clothing attitudes and the criteria for clothing selection between Korean and Korean-Chinese college female students in the Yanbian region of China. The subjects were selected as follows: 404 Korean female college students in the Choongchung area and 242 Korean-Chinese female college students in the Yanbian region of China. Questionnaires were used to collect the data and the data was analyzed by frequency, factor analysis, and t-test. The major results of this study were as follows: The clothing attitudes of the total respondents were classified into 5 factors: the fashion involving factor, the modesty involving factor, the economy conscious factor, the brand-name oriented factor, and the practical user factor. The modesty involving factor, the economy conscious factor, the brand-name oriented factor, and the practical user factor were significantly different between Korean and Korean-Chinese college female students. Korean consumers thought highly of the economy conscious factor and the practical user factor compared with Korean-Chinese college female students. However, Korean-Chinese college female students thought highly of the brand-name oriented factor and the modesty factor compared with Korean consumers.

• 경영과정보연구
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• 제30권3호
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• pp.27-56
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• 2011

최근 오픈마켓에 대한 관심과 활성화로 국내 오픈마켓 이용고객이 국내 소비자뿐만 아니라 외국인 소비자의 비중이 증가되고 있는 시점에서 본 연구의 목적은 다음과 같다. 첫째, 국내 오픈마켓을 이용하는 한국인 소비자와 중국인 소비자 모두를 대상으로 오픈마켓의 브랜드 개성과 고객만족, 애호도와의 관계를 규명하고자 한다. 둘째, 한국인 소비자와 중국인 소비자간에 국내 오픈마켓의 브랜드 개성이 고객만족, 애호도에 미치는 영향에 차이가 나는지를 비교하고자 한다. 우선, 오픈마켓의 이용고객 즉, 한국인 소비자와 중국인 소비자를 모두 대상으로 한 연구가설을 검증한 결과, 브랜드 개성차원 중 능력만이 오픈마켓에 대한 만족에 긍정적인 영향을 미치지 않았다. 그 외 활기, 신뢰, 성실감, 친숙함 등은 오픈마켓에 대한 만족형성에 중요한 영향요인 것으로 나타났다. 다음은 한국인 소비자와 중국인 소비자간에 국내 오픈마켓의 브랜드 개성이 오픈마켓에 대한 고객만족과 애호도에 미치는 영향에 차이가 나는지를 검증한 결과, 차이가 있는 것으로 나타났다. 즉, 한국인 소비자의 경우, 브랜드 개성 중 능력과 오픈마켓에 대한 만족과의 관계에서 긍정적으로 유의한 영향을 미치지 않는 것으로 나타났다. 그 외의 브랜드 개성차원은 모두 오픈마켓에 대한 만족에 긍정적인 영향을 미치는 것으로 나타났다. 또한 오픈마켓에 대한 만족이 높으면, 결과적으로 오픈마켓에 대한 애호도도 높아진다는 것을 알 수 있었다.

• 한국의류산업학회지
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• 제20권3호
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• pp.293-303
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• 2018

Since 2009, consumers could access a new shopping channel called 'mobile shopping' with the generalization of smartphones. Mobile shopping (based on wireless communication technology), emphasizes convenience differentiated from internet shopping. A recent report introduced fashion products as powerful global drivers for mobile shopping sales. Korea and China have the highest percentage of consumer mobile shopping experiences compared to other countries. This study investigates the effects of cross-over shopping orientation, perception of app attributes, and flow on app loyalty that compared Korean and Chinese consumers. We obtained 652 usable questionnaires from two local college students; subsequently, data were analyzed by using factor analysis, Cronbach's alpha, and regression analysis using SPSS 21.0 Package. The study results showed that the cross-over shopping orientation affected perception of app attributes that included Review/Information, Design, Response and Product. Product only affected Flow, which reflected a high similarity between Korean and Chinese consumers. However, Korean and Chinese consumers showed remarkable differences in the factors related to app loyalty. Therefore, the results indicate that retailers of fashion products have developed strategies to improve mobile sales and increase the app loyalty of cross-over shopping orientation consumers.

• 한국콘텐츠학회논문지
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• 제16권7호
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• pp.91-99
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• 2016

본 논문은 디지털 환경에서 상호작용이 높은 광고와 낮은 광고의 비교를 통해 상호작용성이 한 중 소비자의 광고태도, 브랜드인지도, 구전의도 및 구매의도에 미치는 영향을 실험을 통해서 살펴보았다. 실험물은 상호작용성이 높은 광고와 상호작용성이 낮은 광고 각각 1개를 선정하여 실험연구로 진행하였다. 조사대상은 한국인과 중국인이 각 120명, 총240명의 유효 표본을 회수하였다. 연구 결과에 의하면 한국 소비자와 중국 소비자가 동일하게 상호작용성이 높은 광고에 대해 광고태도, 브랜드 인지도, 구전의도 및 구매의도가 유의미하게 높은 것으로 나타났다. 그리고 상호작용성이 낮은 광고에 대해 한국 소비자들이 중국 소비자들 보다 구매의도가 더 높았고, 상호작용성이 높은 광고에 대해 한 중 소비자의 구매의도가 다 높게 나타났지만, 양국 간 비교에서는 중국 소비들이 한국 소비자들보다 구매의도가 높게 나타났다.

• 패션비즈니스
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• 제12권3호
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• pp.72-86
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• 2008

This study was aimed at providing some information about Chinese adult women's body measurements and standard body types to the Korean apparel businesses who have advanced into the Chinese apparel markets, while endeavoring to localize their businesses, and thereby, conducing to development and production of women's apparel well fitting the Chinese consumers in terms of measurements and shapes. To this end, the researchers sampled the Chinese adult women in Beijing and Shanghai aged between 19 and 20 and therewith, surveyed their upper body measurements and changes over time and thereupon, determined their standard body types.