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옥경영(Ohk, Kyung-Young) 중국문화연구학회 2015 중국문화연구 Vol.0 No.27
In this study, we attempt to explore how social and personal characteristics of The Post-8090 in China and brand properties influence to global brand consumption. For the purpose, we explore two research questions; (1) What is different between Post-80 and Post-90 in the social and personal characteristics and brand properties to global brands? (2) How the social and personal characteristics of The Post-8090 in China and brand properties of three global brands influence to brand attitude, purchase intend, and recommend? Using data, we analyzed social and personal characteristics which are social belongingness, susceptibility to consumption trend, consumption uniqueness and brand properties which are brand ownership and knowledge. The major findings are summarized below. First, the evaluation of the social and personal characteristics and brand properties to global brands appeared to differ by generation. Second, Chinese brand’s ownership was evaluated more highly than other brands and susceptibility to consumption trend of American brand or brand knowledge of Korean brand ware evaluated more highly than Chines brand in brand attitude step. Third, knowledge of Chinese brand was evaluated more highly than other brands and consumption uniqueness of American brand or susceptibility to consumption trend of Korean brand ware evaluated more highly than Chines brand in purchasing step. Based on these findings, we summarized and suggested some implications and future direction.