• 산경연구논집
• /
• 제10권5호
• /
• pp.37-47
• /
• 2019

Purpose - It is well known that chemyon, referred to by Westerners as face, naturally penetrates the daily life of Asians and influences their cognition, emotion, and behavior. Studies related to chemyon have been conducted in marketing and consumer behavior fields (e.g., luxury products or brands, service failure and recovery, brand preferences, consumer decision making, wedding ceremony, gift giving). A bulk of studies demonstrate that chemyon influences consumption behavior in Asian consumers. Although chemyon significantly influences consumption behavior of Asian consumers, it is also a cultural phenomenon that is not completely explained within the Western viewpoint. Whereas a number of researchers have approached cross-cultural studies of Asian and Western consumers, a limited number of studies have examined it from the perspective of chemyom. The purpose of this study is to compare the phenomenon that chemyon (face) not only affects the consumption behavior of Asia and the West universally (pan-culturally), but also distinctively (culture-specifically). That is, the purpose of this study is to describe that chemyon (face) is not only a culture-specific phenomenon but also a universal phenomenon in the consumption behavior of Asian and Western consumers, even though the extent that chemyon (face) impacts consumption behavior is differentiated. This study aims to understand commonalities and differences between Asian and Western consumption behavior in terms of chemyon (face), and to suggest how to enhance marketing effectiveness in a global market based on understanding the consumption behavior of Asia and the West. Research design, data, and methodology - Using systematic literature review and meta-analysis, this study investigates consumption behavior of Asian and Western consumers from the perspective of chemyon (face). Systematic literature review was used to compare face (chemyon) consumption of Western consumers with that of Asian consumers. To verify systematic literature review, meta-analysis was also accomplished. Results - First, the influence of face (chemyon) on consumption behavior is observed in Western consumers as well as Asian consumers. Second, Asian consumers are more influenced by face (chemyon) than Western consumers. Conclusions - Overall, chemyon (face) can affect the consumption behavior of Asians as well as the consumption behavior of Westerners.

• 한국축산식품학회지
• /
• 제34권1호
• /
• pp.7-13
• /
• 2014

The consumption of animal flesh food in Ethiopia has associated with cultural practices. Meat plays pivotal and vital parts in special occasions and its cultural symbolic weight is markedly greater than that accorded to most other food. Processing and cooking of poultry is a gender based duty and has socio-cultural roles. Ethiopians are dependent on limited types of animals for meats due to the taboo associated culturally. Moreover, the consumption of meat and meat products has a very tidy association with religious beliefs, and are influenced by religions. The main religions of Ethiopia have their own peculiar doctrines of setting the feeding habits and customs of their followers. They influence meat products consumption through dictating the source animals that should be used or not be used for food, and scheduling the days of the years in periodical permeation and restriction of consumptions which in turn influences the pattern of meat consumption in the country. In Ethiopia, a cow or an ox is commonly butchered for the sole purpose of selling within the community. In special occasions, people have a cultural ceremony of slaughtering cow or ox and sharing among the group, called Kircha, which is a very common option of the people in rural area where access of meat is challenging frequently.

• 한국의류산업학회지
• /
• 제24권4호
• /
• pp.408-417
• /
• 2022

This study developed a structural model to examine the relationships among consumer traits, self-brand connections, and purchase intentions for local fashion brands under "Guochao" consumption in China. An online survey with a self-administered questionnaire was undertaken through Chinese SNS tools to collect the data. A total of 276 usable responses were obtained from Chinese consumers who are residents in China. More females(n=174, +63%) than males (n=102, 37%) participated, and they were aged from 18 to 45 years old. The measurement model was confirmed to be reliable and valid. In the estimated structural model, the consumer traits of ethnocentrism and cultural affinity positively affected the self-brand connection, leading to purchase intentions for the local fashion brands. Specifically, the ethnocentrism factor indirectly affected the purchase intentions by mediating the self-brand connection, while the cultural affinity factor had significant direct effects on purchase intentions. Thus, a partial mediating effect of self-brand connection was found in the relationship between the consumer traits(ethnocentrism and cultural affinity) and purchase intentions of local fashion brands in the cultural "Guochao" consumption context. This study provides insights into extending the cultural theory of ethnocentrism relevant to self-brand connections and discusses the managerial implications for developing strategic global branding in the Chinese fashion markets.

• 한국콘텐츠학회논문지
• /
• 제16권12호
• /
• pp.244-257
• /
• 2016

본 연구는 소비자의 문화소비성향과 문화서비스속성이 문화서비스만족도에 미치는 영향을 조사하기 위하여 수행되었다. 본 연구의 조사기간은 2015년 1월12일~2015년 2월15일까지였으며, 조사대상자는 20세 이상의 문화서비스를 이용하는 소비자 309명을 대상으로 이루어졌다. 수집된 자료는 SPSS 18.0을 이용하여 요인분석, 군집분석, ANOVA, 교차분석, 다중회귀분석 등으로 통계처리 하였다. 분석결과, 문화소비성향 유형에 따른 공연문화서비스속성의 차이는 고객응대, 고객관리, 서비스이행에서, 전시문화서비스속성에서는 고객응대, 고객관리에서 유의미한 차이가 나타났다. 그리고 문화서비스속성이 만족도에 미치는 영향으로는 공연에서는 '서비스이행', '시설', '고객관리'에서 유의미한 영향을 미치고 있으며, 전시에서는 '서비스이행', '시설', '고객관리, '고객응대'에서 유의미한 영향이 나타났다. 본 연구는 문화서비스를 이용하는 소비자의 만족을 높일 수 있는 기초자료로 활용되기를 기대한다.

• 한국프랜차이즈경영연구
• /
• 제11권1호
• /
• pp.31-44
• /
• 2020

Purpose: The baby boomers and the millennials, who make up the largest share of the market, are showing the gap in their differentiated cultural styles. The purpose of this study is to study the consumption propensity and purchasing determinants of the baby boomers generation and the millennials generation, which have become a very important key pillar in shaping the market based on the cultural dimension model theory of h(=>H)opstead, and to identify the difference Research design, data, and methodology: In order to verify the research hypotheses, The data was collected from the baby boomers and the millennials using online questionnaires. The pre-test was conducted from October 10 to 12, 2019, and the main survey was conducted from October 15 to 25. A total of 230 copies were recalled, and the final 219 copies were used for the final analysis. Results: The consumption propensity between the baby boomers and the millennials differed in resource saving purchase propensity and impulse buying propensity. The baby boomers showed higher resource saving purchase propensity than the millennials, while the millennials showed higher impulse buying propensity. There was a difference in the determinants to purchasing only in the evaluation factor. Results of gender differences by generation, baby boomers differed in their planned purchase propensity, and women were higher. The millennials generation differed in resource saving purchase propensity and awareness propensity for others, all higher in men. In determinants to purchasing, the baby boomers did not differ in gender, and the millennials did differ in product factors. A canonical correlations analysis of the relationship between the baby boomers and the millennials showed a significant relationship between consumption propensity and determinants to purchasing. Also, the baby boomer generation has the biggest link between impulse buying propensity and evaluation factor. The millennials generation showed the biggest link between resource saving purchase and product factors. Conclusions: This study compared consumption propensity and determinants to purchasing of baby boomers and millennials on the basis of Hopstead's cultural dimension model theory to identify differences between generations, presenting practical and theoretical implications for establishing a correct understanding and specific marketing strategy among generation.

• Asian Journal of Business Environment
• /
• 제8권2호
• /
• pp.23-32
• /
• 2018

Purpose - This study investigated the relationship among cultural disposition (Chemyeon, Noonchi, Woozzul), media use, and attitude toward luxury goods consumption. Research design, data, and methodology - We analyzed online survey data for 300 Korean Women between 20 and 39 years of age who lived in Seoul, capital of South Korea. We used multiple regression analysis to examine the relative influence of cultural orientation on cognition of luxury goods, Sobel test. to determine mediating effect, and a two-way analysis of variance in IBM SPSS 23.0. Results - The finding suggests that cultural disposition (Chemyeon, Noonchi, conspicuous Woozzul) correlated significantly with perceived self-identity, attitude toward luxury goods. The effects of Chemyeon, Noonchi, and selfish Woozzul on the attitude toward luxury goods was fully mediated by perceived self-identity. However, association between conspicuous Woozzul and attitude toward luxury goods was partially mediated by perceived self-identity. Regarding media effects, the results indicate that there were interaction effects between selfish Woozzul and amount of time spent on TV on attitude toward luxury goods, as well as between selfish Woozzul and amount of time spent on Internet. Conclusions - These findings suggest that luxury goods consumption of Korean young women is consumer behavior that reflects individual cultural disposition and media use.

• 한국지역사회생활과학회지
• /
• 제21권3호
• /
• pp.379-393
• /
• 2010

The purposes of this study were to estimate the effect of related factors such as cultural values and individual characteristics to consumer attitude, and furthermore to estimate the effect of consumer attitude and related factors such as price perception and individual characteristics to consumption behavior(expenditure) of food away from home. To do this, the data was collected from college students and a 2 step approach by using LIMDEP program was applied to estimate the structural equation model. The results of this study were as follows: 1) Consumer attitude toward food away from home was found to be significantly influenced by some cultural values such as health, sensibility, socially responsible consumption and religion, and individual characteristics such as sex and pocket money. If they perceived more positively about the value of health, sensibility and religion, they would be likely to have more positive attitude, while they perceived more negatively about the value of socially responsible consumption, they would be likely to have more negative attitude. In addition, if they were females and had much more pocket money, they would be more likely to have more positive attitude. 2) Expenditure of food away from home was found to be significantly influenced by age and pocket money, while consumer attitude did not have a significant impact on expenditure of food away from home at the second stage in the structural equation model. It might imply that consumption behavior of food away from home for college students would be more constrained by individual characteristics such as sex and economic capital.

• 수완나부미
• /
• 제8권2호
• /
• pp.113-129
• /
• 2016

Brunei Darussalam is a Malay Islamic Monarchy practicing and upholding traditional heritage. Brunei Darussalam is rich with tangible and intangible cultural heritage shaped by its way of life. One of the traditions maintained and preserved in the country is traditional textile weaving. The tradition covers both consumption and production. In the context of consumption, traditional textiles have multiple roles and symbolic meanings. In the context of production, the tradition showcases great skills and the distinctive cultural, social, intellectual, spiritual, and emotional values of the people of Brunei. This paper will explicate the distinctive values and characteristics of Brunei people from the practices of textile weaving.

• 한국의상디자인학회지
• /
• 제19권2호
• /
• pp.101-115
• /
• 2017

This study classified social stratum variables of adults in their 20s to 50s by subjective and objective measurements and classified leisure activities into groups to examine the conspicuous consumption of leisure apparel. A total of 365 adults in their 20s to 50s living in Daegu and the Kyungbuk area were selected considering their jobs and residences. SPSS PC+ 20.0 was used to analyze the data with frequency analysis, factor analysis, reliability examination, cluster analysis, ANOVA, Duncan-test, Scheffe-test, and ${\chi}^2-test$. The results of this study are shown as follows. First, 'Jogging/Walking' was found to be the most favorable activity in the examination of leisure sports activities among the participants and showed a difference in gender. Second, leisure activities were pastime-culture activity, sports activities, static activity, volunteering, and relaxing, and these activities were grouped into non-participant, active and passive leisure activities. Conspicuous consumption of leisure apparel was classified into personality oriented, luxury goods-oriented, and other people-oriented. Third, there was a significant difference in the sub-factors of the conspicuous consumption of leisure apparel (personality oriented, luxury goods-oriented, other people-oriented) according to the sub-factors of subjective stratum(economic power, social position, level of consumption, cultural level and overall stratum consciousness). Fourth, there was significance in the objective social stratum variable by the types of leisure activities. Significant differences were found in personality orientation, luxury goods-oriented, and other people-oriented in conspicuous consumption of leisure apparel by the types of leisure activities. Finally, there were significant differences in economic power, level of consumption, cultural level of subjective social stratum by gender, sports activities and volunteering in leisure activities, as well as other people-oriented conspicuous consumption of leisure apparel. This study also found significant differences in economic power, level of consumption and cultural level of social stratum by age, as well as other people-oriented conspicuous consumption of leisure apparel.

• 한국생활과학회지
• /
• 제14권4호
• /
• pp.593-611
• /
• 2005

The purpose of this study is to explore the consumption cultural meaning of Community Currency Movement - a substitute currency institution - through an analysis of consumption behaviors and attitudes of Hanbat-LETS participants, who are recognized as the most active among Korea Community Currency Movements. The analytical method adopted in this study is the participation and observation method, along with the Focus Group Interview. Major findings are as follows: Hanbat-LETS participants experienced the following consumption behaviors and attitudes: economical consumption behavior creating the currency value, sustainable consumption behavior, consumption behavior shared with community, consumption behavior free from the need of competition and ownership, satisfaction from offering one's property, equal status and relationship among members, merry and happy attitude toward life. Community Currency Movement implies the consumption cultural meaning as followings: emergence of alienation through the realization of community society, practice of environment-friendly value, activation of region economy, development of one's ability and means of redemption of unemployment, construction of trustworthy society via trust.