• 마케팅과학연구
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• 제15권3호
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• pp.187-210
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• 2005

소수민족집단의 문화변용은 최근에 매우 중요한 마케팅 연구분야로 각광을 받고 있다. 본 연구는 아시아계 미국인들의 민족중심적 혹은 비 민족중심적인 쇼핑선호도를 개발할 때 영향을 미치는 두 가지 변수인 문화변용과 대인영향력에 대한 민감도의 역할을 파악하는 것을 목적으로 한다. 기존의 연구들은 문화변용의 수준으로서의 민족정체성이 다양한 이민집단간의 소비패턴의 차이를 가장 설득력 있게 설명할 수 있다는 것을 지적한바 있다. 본 연구의 결과는 민족정체성이 단일차원의 변수가 아니라고 제안한다. 민족정체성과 소비자사회화가 '미국인'정체성 보다는 소수민족 자체내의 문화적 배경에 의해 영향을 받는다는 것을 발견했다. 민족정체성과 민족중심적 구매선호도간에는 매우 강한 긍정적인 관계가 있는 것을 발견하였다. 반면에 소비자사회화와 민족중심적 선호도간에는 유의한 직접적 관계를 발견할 수 없었다. 마케터들을 위한 관리적 시사점들이 제안되었다.

• International Journal of Human Ecology
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• 제9권2호
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• pp.45-54
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• 2008

This study examines the influence of acculturation level and ethnic groups as a fashion reference group on Korean-American consumer attitude toward luxury fashion brands. Of interest is the role of Korean culture, which emphasizes luxury brand consumption due to the Confucion value of 'face', on Korean-American attitudes toward luxury brands. Data were collected from 108 young Korean-Americans living in the Pacific Northwest of the United States. Descriptive statistics, factor analysis, and multiple regressions were conducted for the analysis. In general, the respondents had relatively negative attitudes toward luxury fashion brands. Even though the acculturation level did not have a significant influence, attitudes toward luxury fashion brands were influenced by Korean reference groups. Age at immigration did not have a significant relationship with attitudes toward luxury brands. Korean-Americans who maintain ties with Korean culture are more likely to have a positive attitude towards luxury fashion, regardless of familarity with American culture.

• 가정과삶의질연구
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• 제30권2호
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• pp.153-172
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• 2012

The purpose of this study was to find out cultural differences and types of adjustments made in response to the differences between married female immigrants and Korean men of multicultural families. The data were collected by in-depth interviews with 15 female immigrants and 5 Korean men. The major findings of this study were as follows : The female participants experienced cultural differences between Korea and their country in the areas of living culture, stereotyped gender role, and family's cultural traits. The male participants reported cultural differences in terms of the economic supports provided to the wife's family. The types and strategies of acculturation were as follows : adjusting themselves to the spouse's cultural type, the couple's mutual acceptance of the other's cultural type, and female participants resignation to accept help from their husband. The types of acculturation to the cultural differences based on couples' personal efforts and hard work invested into acculturation and the support from their family and society. The results of the study supported that multicultural families' perception of cultural differences and types of adjustment originited from their own experiences and cultural background.

• The International Journal of Costume Culture
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• 제8권2호
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• pp.85-96
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• 2005

The purposes of this study were to examine young women's fashion and their values in South Korea in the 1970s and to explore the dynamics of how the changes in values affected fashion. Fifteen Korean women who were college students in the 1970s were interviewed. With industrialization and acculturation to Western customs in the 1970s, Korean women's fashion reflected the permeation of new ideas and behaviors into the culture. New ideas of 'pursuing a career' or 'gaining professional success' rooted in the women's movement were most important and were reflected in the prevalence of casual and comfortable styles. However, 'having a good husband and being a good wife' was also important. In addition to the transition in gender roles, Korea was fast moving from a collectivist to an individualistic society and underwent the process of melding traditional and newly-adopted values in their acculturation to the West. This study helps us better understand Korea's acculturation process through dress and the dynamics involved between fashion and value changes.

• 한국의류학회지
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• 제28권12호
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• pp.1545-1553
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• 2004

이차원적 문화적응이론은 개인이 새로운 문화를 접했을 때 그 문화를 받아들이기 위해서 모문화를 포기하는 것을 가정하는 기존의 일차원적 문화적응이론에 비하여 개인이 모문화와 새로운 문화를 함께 유지할 수 있음을 인정한다. 본 연구는 (1)이러한 이차원적 관점의 문화적응이론을 바탕으로 한국계 미국인들을 분류하고, (2) 각 하위 집단의 패션 및 관련 쇼핑행동을 살펴보는 것을 목적으로 하였다. 미국 워싱턴주에 거주하는 18-39세의 미국 영주권 또는 시민권을 소지한 미국계 한국인 소비자들을 대상으로 인터넷, 우편, 또는 한인회 행사 등을 통하여 설문조사를 실시하여(n=108). 민족정체감, 미국 체류기간, 한국문화에의 참여도, 한인 또는 타민족과의 접촉도 등과 함께 의복에 대한 관여도, 쇼핑동기, 그리고 패션준거집단의 영향 등을 측정하였다. 한국인으로서의 정체감과 미국인으로서의 정체감에 대한 점수의 중간값을 이용하여 표본집단을 이차원적 문화적응이론에서 정의하는 격리(Segregation) 집단, 동화(Assimilation) 집단, 화합(Integration) 집단으로 구분하였고, 세 집단의 패션 관련 쇼핑 행동을 다중분산분석과 Duncan 다중비교를 통해 살펴보았다. 두 문화적 특성을 함께 지닌 화합집단은 인구통계적인 면이나 민족관련 행동에 있어서는 한국적인 특성을 유지하고 있었으나 패션 및 쇼핑행동면에서는 미국인에 가까운 특성을 보여 동화집단이나 격리집단과는 구별되었다. 이 결과는 이차원적 문화적응이론을 이용하여 패션 소비자들을 이해하는 것이 유용함을 보여준다고 할 수 있다.

• 가족자원경영과 정책
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• 제17권2호
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• pp.121-145
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• 2013

The purpose of this study is to understand married female immigrants' life adjustment process in Korea by explaining the resources to which they have access and how they use them. The data were collected through in-depth interviews with ten female participants who have more than one child, have participated in programs of the multicultural family support center, have work experience, can communicate with Koreans, and live in Daegu. The major findings are as follows. The participants' personal resources differed. English language skills were very useful resources for making money and for earning the respect of family members and others. However, the participants without English language skills had sincerely and actively tried to learn the Korean language and gain bilingual competence. The participants obtained diverse family resources from their husbands and parents-in-law after adapting themselves to perform their gender role. Further, the participants used the social resources offered by public support systems as a starting point for learning the Korean language in their early adaptation process, and formed personal networks with staff members at the multicultural family support center. The results show that the participants used many kinds of resources for acculturation by interacting positively with their environment. Moreover, the resources from diverse levels of their environments affected their acculturation process.

• 한국의류학회지
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• 제48권2호
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• pp.328-349
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• 2024

In the last decade, Korean culture has progressively facilitated the assimilation of appearance-related norms established by modern Korean society among young generations in Vietnam. Of note, Vietnamese consumers residing in Korea, under the influence of diverse sociocultural factors, are aligning themselves with an ideal standard of Korean beauty through cultural adaptation. This study explores how Vietnamese students internalize Korean beauty standards and the resultant negative behavioral reactions. We investigated the effects of sociocultural pressures (media, in-group, and out-group pressure) on risky appearance management and irrational purchase behavior by mediating sociocultural internalization toward appearance. We tested how the mechanism underlying these variables differs based on how long one has resided in Korea. A total of 213 female participants were surveyed online. The research model was tested using structural equation modeling through AMOS 22.0. The findings show that media and out-group pressure significantly increased sociocultural internalization, which led to consumer behavior in the form of risky appearance management and irrational purchases. The influence of internalization on consumption behavior was stronger for short-term residents of Korea. This study contributes to the literature on acculturation by investigating how foreign consumers accept the host country's ideal beauty standards.

• 산경연구논집
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• 제11권1호
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• pp.29-38
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• 2020

Purpose: Understanding which product types of overseas travel (free independent travel vs. package travel) consumers will choose is one of the key issues of marketing and consumer behavior in travel agency management. Prior studies on overseas travel type preferences mainly focused on comparing regional differences (e.g., Asian vs. Westerner, or Korean vs. Australian, or Korean vs. Japanese, or American, French, Italian vs. Japanese) influencing the choice of overseas travel type. Another researchers focused on comparing cultural differences (e.g., individualism vs. collectivism, or individualistic culture vs. collectivistic culture), subcultural difference (e.g., acculturation; Koreans living in Republic of Korea vs. Koreans living in Australia), travel lifestyle, and socio-demographics (e.g., age, gender, income level, education level, marital status, occupation etc.). However, there are few studies that identify individual psychological differences (i.e., individual psychological differences within the same culture) influencing the choice of overseas travel type. Self-construal is a psychological factors that greatly influences choice behavior. The purpose of this study was to examine the role of self-construal as an antecedent variable influencing choice of overseas travel product type. Research design, data and methodology: To achieve the purpose of this study, the questionnaire survey method was used. Self-construal items composed of independent self-construal items and interdependent self-construal items. Product types of overseas travel were free independent travel (FIT) type versus package travel type. In this study, the correlation coefficient between independent self-construal and interdependent self-construal was nonsignificant. It meant that the relationship between independent self-construal and interdependent self-construal was orthogonal. Therefore it was analyzed that independent self-construal and interdependent self-construal separately. Reliability analysis, factor analysis, and logistic regression analysis (controlling gender and age) was used as the data analysis method. Results: According to the results of this study, the stronger independent self-construal, the more preference for the free independent travel type rather than package travel, and the stronger interdependent self-construal, the more preference for the package travel type rather than free independent travel. Conclusions: Self-construal is an antecedent variable influencing the choice of travel type. Travel agencies must consider the consumer's self-construal (independent self-construal vs. interdependent self-construal) before planning and designing overseas travel products.

• 가정과삶의질연구
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• 제24권1호
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• pp.159-179
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• 2006

Each ethnic group has different cultural backgrounds and each culture has developed with its own traditions. The interaction between different cultures is getting more active through acculturation and cultural contacts. The purpose of this study was to compare domestic living of Korean immigrants with Australians in the form of a Cross-Cultural study. For this, usage of domestic space and seating style of 52 Korean households and 53 Australian households in Melbourne were analyzed. Ethnographic research with questionnaire was used. The results of the research were as follows. 1. The most popular type of Living-Dining-Kitchen arrangement was L+ K. D for Koreans and L. D . K for Australians. 2. A laundry room was indispensable for both and they all wanted to do ironing in there as well as dry. Both were satisfied with the type which toilet was separated from the bathroom Drain hole on the floor of the bathroom was not indispensable for most Koreans and Australians. 3. Koreans and Australians were doing various activities in living area and both were getting together around kitchen(dining) area. The particular thing of Koreans was that they were using the main bedroom with multiple purpose. 4. The seating style of Koreans and Australians belong to chair-seating style generally. But Koreans were using floor seating style in making bed for the guest and making Kimchi. Koreans and Australians were using mixed style of floor seating and chair-seating in relaxing time with watching TV, treating guest or so. 5. Koreans were not satisfied with using carpet cause of dust but Australians were satisfied with the carpet cause of warmness. 6. Most Koreans and Australians were take off shoes inside of the house. Koreans were organize shoes around the front door of the house usually and Australians were organize shoes in bedroom usually. 7. The most popular heating system was ducted heating for both. The level of satisfaction about ducted heating was low for Koreans because they though that it could contaminate air. Australians were satisfied with ducted heating because they though that this one was fit on the weather of this area. 8. Living room was the most important one for Koreans and Australians and they also thought it should be decorated well for entertaining guests. Most Koreans were estimate that the brightness of the light of the house was not enough but it was estimated to moderate for Australians on the contrary.