COMPARISON ON HAN-LYU COSMETICS BUYING BEHAVIOR ACCORDING TO THE BRAND LEVEL BETWEEN KOREAN AND CHINESE FEMALE CONSUMERS

Jin-Hwa Lee,Yuan-Yang Bi,Meng Yu 글로벌지식마케팅경영학회 2015 Global Fashion Management Conference Vol.2015 No.06

Towards the 21st century, the whole world is regarded as one market. Globalization is spreading all over the world as many cosmetics companies pioneering new market abroad, overcoming relatively limited domestic markets. Korean cosmetics companies are not the exception and they are aiming Chinese consumer market, the largest one in Asia, which is growing steadily since government’s open door policy. So, the necessity to compare and figure out the difference between Korean and Chinese consumer’s cosmetics buying behavior is very high for those companies that have their eyes on the Chinese Market. Therefore, the purpose of this study is to compare buying behavior between Korean and Chinese female consumers related to Korean cosmetics brand level. Cosmetics buying behavior is examined in 4 areas; purchasing motives, information sources, purchasing criteria, and the level of satisfaction. Subjects were selected through a convenient sample technique and a questionnaire was developed in Korean and Chinese by translation and back translation method. Data were collected from the sample of 187 out of 233 in Beijing for Chinese female consumers, and 188 out of 200 in Pusan for Korean female consumers. Respondents’ age varied from 20’s to 50’s. Korean cosmetics brands were divided into high /low levels; low brand level included Micha, The face shop, and Laneige while high brand level included Sulhwasu, O’hui, and The history of who. Among many types of cosmetics, this study focused on the basic types of cosmetics product such as lotion, moisture cream, nutrition cream, mask pack with the exception of color based cosmetics products. Data were analyzed by ANOVA and cluster analysis using SPSS 20.0. Respondents were divided into 4 groups: Korean high brand purchasing consumers, Korean Low brand purchasing consumers, Chinese high brand purchasing consumers, and Chinese low brand purchasing consumers. 1. For purchase motives, Chinese consumers affected by Korean celebrities and had more motives to experience Korean cosmetics. To relax and to relieve from stress was the main reasons to buy Korean cosmetics for Chinese high brand consumers. Price was the main reason to buy Korean cosmetics for both low brand purchasing groups. 2. For information sources, Chinese consumers had tendency to collect information from personal relations such as friends and family. Korean and Chinese low brand consumers used internet advertising. Chinese high brand consumers collected information from department salesman. Korean high brand consumers showed lowest use of any kinds of information sources. 3. Korean high brand group put on importance on color and scent as cosmetics purchase criteria. Chinese high brand consumers showed importance on brand image, ingredients, containers/packing, skin fit, and feeling. Korean and Chinese low brand groups have importance on brand image, ingredients, and skin fit. 4. Concerned satisfaction level, Korean high brand group showed lowest satisfaction level. Chinese consumers had satisfied with container design and feelings.

중국 농산물에 대한 한국 소비자 인식 연구

고정식 ( Ko Jeongsik ),김영애 ( Kim Young Ae ) 한국비교경제학회 2017 비교경제연구 Vol.24 No.2

본 연구에서는 기존 연구와는 차별적으로 중국산 농산물에 대한 한국의 소비자들의 인식이 성별, 학력별, 소득별, 연령별, 직업별, 거주지역별로 구분하여 볼 때 차이가 있는지를 분석해 보고, 중국 농산물의 한국 소비시장에서의 경쟁력 요인을 파악해보고자 한다. 따라서 본 논문에서는 중국산 농산물에 대한 한국 소비자들의 인식을 설문조사 한 내용을 토대로 ANOVA 분석을 진행하고자 한다. 본 연구에 있어서 한국의 소비자들이 중국산 농산물에 대해서 몇 가지 기준 측면에서 통계적으로 유의미한 차이가 있는 것으로 나타날 경우 중국산 농산물의 한국 소비시장에 있어서의 경쟁력은 성별, 학력별, 소득별, 연령별 등 각 분석요인의 차이에 의해서 달리 나타날 수 있다고 볼 수 있다. 또한 설문 조사 문항에 대하여 통계적 유의성이 없는 것으로 나타날 경우 분석 요인의 차이는 중국산 농산물의 인식 차이에 큰 영향을 미치지 못하며, 해당 설문 문항에 대한 주요 응답자의 누적빈도가 많은 답변위주로 영향을 미치고 있는 것으로 해석할 수 있다. 종합적으로 볼 때, 중국산 농산물에 대한 인식의 차이에 영향을 미치는 주요 요인변수를 보면 연령과 직업, 거주지역으로 나타났으며, 상대적으로 성별, 학력 차이는 영향이 적은 것으로 분석되었다. 따라서 중국산 농산물의 한국 소비시장에서의 경쟁력은 한국 소비자들의 연령, 직업, 거주지역 등에 의해서 영향을 받는 것으로 풀이할 수 있다. 정부의 중국 농산물에 대한 정책대응도 이러한 소비자 인식에 영향을 미치는 변수를 고려해서 보다 구체적으로 수립되어야 할 것으로 판단된다. The purpose of this study is to analyze the differences of Korean consumers’ perceptions of Chinese agricultural products by gender, educational background, income, age, occupation, and residence area, We will try to understand the competitive factors of Chinese agricultural products in the Korean consumer market. Therefore, in this paper, the ANOVA analysis will be conducted based on the questionnaire survey of Korean consumers’ perception of Chinese agricultural products. The main items of the questionnaire according to the purpose of the research are purchase experience and recommendation intention for Chinese agricultural products, assessment of the price level of Chinese agricultural products and the share rate of Korean agricultural products market, Identification to the differentiation of raw materials, taste and flavor of Chinese and Korean agricultural products, the impact of image change to the China on cognition to the Chinese agricultural products, the satisfaction and reliability of the quality and safety of Chinese agricultural products, and so on. This study analyzes whether there are statistically significant differences in the perception of Korean consumers by gender, education, income, age, occupation, and residence area. In this study, when Korean consumers have a statistically significant difference in terms of some criteria for Chinese agricultural products, The competitive power of Chinese agricultural products in the Korean consumer market can be differentiated by the difference of analysis factors such as gender, educational background, income, and age. In addition, when there is no statistical significance on the questionnaire items, the difference of analysis factors does not affect the recognition difference of Chinese agricultural products, the cumulative frequency of the main respondents to the questionnaire items can be interpreted as having an effect mainly on the answers. In this study, we conducted a questionnaire survey and ANOVA analysis for Korean consumers about Chinese agricultural products. Based on these studies, Korean consumer perceptions of the Chinese agricultural products differ according to age, income, occupation, and other factors. Therefore, based on this research, it is necessary that the government’s agricultural policies to the Chinese agricultural products should be established specifically in the microscopic level. The main analysis contents of this study are summarized as follows. First, in terms of gender, it is analyzed that they have a common perception without gender discrimination. Second, by age group, age related differences were found to be significant among 16 questionnaires of Chinese agricultural products. There was a significant difference in age-specific perceptions. Third, the effect of the income difference of Korean consumers on the recognition of Chinese agricultural products is not significant. Fourth, by the occupation, the perception difference was significant in the 10 items of questionnaire, the differences in the perception of Chinese agricultural products in 13 items were significant. This is because urban consumers and rural residents are perceived to have a big difference in perception of Chinese agricultural products, as revealed by the characteristics of the survey. Overall, age, occupation and residence were the major factors influencing perceptions of Chinese agricultural products, gender and educational background were not relatively affected. Therefore, it can be concluded that the competitiveness of Chinese agricultural products in the Korean consumer market is influenced by the age, occupation and residence of Korean consumers.

기업의 사회적 책임 활동이 중국 소비자의 인식과행동적 반응에 미치는 영향

하의의 ( Yiyi He ),이혜미 ( Hyemi Lee ) 한국소비자학회 2016 소비자학연구 Vol.27 No.3

본 연구는 중국 소비자들을 대상으로 기업의 사회적 책임 활동이 소비자 인식과 행동적 반응에 어떠한 영향을 미치며, 이러한 영향이 소비자의 자본주의적 태도에 따라 어떻게 달라질 수 있는지 살펴보았다. 기업의 사회적 책임 활동은 경제적 책임, 법적 책임, 윤리적 책임, 자선적 책임으로 구성되며, 소비자 인식은 기업 평판과 기업 태도를 중심으로 살펴보았고, 소비자의 행동적 반응은 구매의도로 측정되었다. 본 연구를 위해 중국의 베이징과 상하이 지역에 거주하는 20대~50대 소비자 387명을 대상으로 설문조사를 실시하였다. 연구의 주요 결과를 요약하면 다음과 같다. 첫째, 소비자 인식의 하위 요인인 기업 평판의 경우, 윤리적 책임을 제외한 경제적, 법적, 자선적 책임이 기업 평판에 긍정적인 영향을 미치는 것으로 나타났고, 소비자 인식의 또 다른 하위 요인인 기업 태도의 경우, 경제적 책임과 자선적 책임이 기업 태도에 긍정적인 영향을 미치는 것으로 확인되었다. 둘째, 기업의 사회적 책임 활동 중 경제적 책임, 윤리적 책임, 자선적 책임이 소비자의 구매 의도에 긍정적인 영향을 미치는 것으로 나타났다. 셋째, 기업 평판 및 기업 태도는 구매 의도에 긍정적인 영향을 미치는 것으로 확인되었다. 넷째, 소비자의 자본주의적 태도는 기업의 사회적 책임과 소비자 인식 및 소비자의 행동적 반응 간의 관계를 유의미하게 조절하지 않는 것으로 나타났다. 본 연구의 결과를 바탕으로 중국 내 기업들의 사회적 책임 활동에 대한 시사점을 제시하였다. With the rapid progress of globalization, the interest in Corporate Social Responsibility has increased and expanded into a global scale from the Chinese corporations to the world. As the Chinese consumers pay attentions to corporate social responsibility, the corporate social response activities become emphasized. Therefore, this study is designed to focus on how the social responsibility activities of corporations influence the awareness and response of the Chinese consumers. The results of this study are as follows. First of all, on the result analysis from the influences of corporate social responsibility activities on consumer awareness, it was found that economic responsibility, legal responsibility, charitable responsibility, all except for ethical responsibility, gave positive influences on corporate reputation in the case of corporate reputation as a sub-factor of consumer awareness. In the case of corporate attitude as a sub-factor of consumer awareness, economic responsibility and charitable responsibility were found to give positive influences on corporate attitude except for legal responsibility and ethical responsibility. Therefore, such results confirmed that corporate social responsibility activities affect consumer awareness. Secondly, on the result analysis from the influences of corporate social responsibility activities on consumer response, it was found that they gave positive influences on economic responsibility, ethical responsibility, and charitable responsibility except for legal responsibility. Among them, economical responsibility was the most influential element in consumer response compared to ethical responsibility. Thirdly, on the result analysis from the influences of consumer awareness on consumer response, it was found that the Chinese consumers had positive influences on purchase intentions from corporate reputation. In the case of corporate reputation as a sub-factor of consumer awareness, corporate attitude had significant influence on purchase intentions, and the Chinese consumers`` purchase intentions were positively impacted through good, favorable, and positive images on corporate reputation. Therefore, such results showed the influences of consumer awareness on consumer response. Fourthly, on the result analysis from the influences of capitalistic attitude on consumer awareness by interacting with corporate social responsibility, it was found that the corporate social responsibility according to capitalistic attitude did not influence consumer awareness at all. Although the attention on social responsibility activities related to the unique characteristics in China, such as the scientific development perspective, harmonious society, and sustainable development that emerged since 2002, it was found that capitalism over a ‘socialistic market economy” policy was not influential and suitable for the current Chinese circumstances. Fifthly, on the result analysis from the influences of capitalistic attitude on consumer awareness by interacting with corporate social responsibility, it was found that the corporate social responsibility according to capitalistic attitude also did not influence consumer response at all. Just like consumer awareness, it was found that capitalism over a ‘socialistic market economy” policy with the unique characteristics in China was not influential and suitable for the current Chinese circumstances either.

LUXURY CONSUMER BEHAVIOUR OF CHINESE YOUNG ADULTS – A COMPARISON BETWEEN INTERNATIONAL STUDENTS & YOUNG CONSUMERS FROM MAINLAND CHINA

Anne-Flore Maman Larraufie,Lu Wang,Nathalie Veg-Sala 글로벌지식마케팅경영학회 2015 Global Fashion Management Conference Vol.2015 No.06

The Chinese market has played an important role for the luxury industry in the past years, with double-digit yearly growth (except for last year). Luxury brands have tried to design strategies to meet the local requirements, be it in terms of retail formats or communication strategies. However, Chinese luxury consumers are evolving in terms of consumption habits and materialistic value: observations from the field show that there is less and less emphasis on logo display among certain consumers (Dubois & Laurent, 1994; Lin & Wang, 2010). Such changes might affect also young consumers, which already stand for a great share of luxury consumers (Source: Red Luxury,2012). Besides, past studies on Chinese consumers’ attitudes toward luxury and values behind luxury consumption have often relied on student-samples, acknowledging the potential limitation to their results due to a potential lack of representativeness of the population interviewed. Few studies have provided analyses of the causes of the values and behaviours of young Chinese customers towards luxury product consumption, focused on them as ‘young people’ (Wang et al., 2012; Xue & Wang, 2012). Besides, most of those that tried to do so relied upon student samples of Chinese students studying abroad (in the USA or Europe) (Chen & Kim, 2013). This paper attempts to investigate the contemporary young Chinese consumers’ behaviour towards luxury consumption, segmenting them into two groups : the international student group and mainland Chinese young consumer group. A quantitative survey collected data from 104 respondents within a month where the snowball sampling method was applied to broadcast both online and offline questionnaires. Qualitative data was analyzed through lexical analyzis, while quantitative data was analyzed with the help of SPSS (Levene-test and T-tests). This study mainly focuses on four features: Chinese culture, materialism, young Chinese generation culture and buying motivation. The results of the study mainly indicate that there have been some changes between generations. One such change is that Chinese youths are more individualistic than what was found in previous studies, and another change is that young Chinese consumers hold different points of view towards the values of luxury consumption. As far as differences between international students and local young people from Mainland China are concerned, we found the following differences: • Finding 1: International students purchase luxury products to fit-in with their friends & because they want others to view them as a member of the upper class & as a successful person more than their local fellows. • Finding 2: International students’ income is more able to support them purchase luxury products than for young locals, and they are more inclined to save money to buy luxury products that their local fellows. • Finding 3: Mainland Chinese young people usually go luxury shopping with their parents more than international students do and claim they will still purchase luxury products even if prices increase more than them as well. • Find 4: Purchasing luxury products make local young people happier than international students, and they care more about the style (as opposed to price) of luxury products than these lasts.  We believe such findings will help luxury companies refine their strategies for the coming generations and help researchers notice on which dimensions of luxury consumption using expatriated Chinese students might have an impact and lead towards biased results.

중국 소비자의 소비자 민족주의: 소비실천 이론의 측면에서 접근

장가준,전승우 부산대학교 중국연구소 2022 Journal of China Studies Vol.25 No.4

The purpose of this study was to investigate Chinese consumers’ practices related to consumer nationalism. Based upon Holt’s typology of consumer practices(1995), we analyzed how Chinese consumers perform consumer nationalism practices in a variety of ways for multiple reasons. To do so, we conducted in-depth interviews with 15 Chinese young adults living in mainland China. First, the results showed that participants explained and evaluated various consumer nationalism phenomena with their own interpretive framework. Most of them evaluated Guochao as evidence of the economic development of China and supported consumer boycotts of global brands. All participants appeared to be competent in performing political and banal consumer nationalism practices in everyday life in appropriate ways with regard to the integration related to construction of self-identity through consumption. Third, play is related to gaining joyful experiences in consumer nationalism practices. The participants were found to experience pleasure while interacting with others online and offline. Fourth, classification is deeply related to the acquisition of status. Most of the participants tried to avoid deviating from social norms, as they were aware of others’ attention on their nationalist consumption. It was also found that people uploaded videos and photos to gain popularity online. The results have several contributions to consumer nationalism research. This study showed a possibility that consumers would engage in consumer nationalism not as a result of their attitudes toward their nation, but in order to enjoy positive experiences or gain social status. Therefore, their nationalist attitudes or patriotism may develop as the result of their nationalist consumption practices.

“谣言”对中国消费者购买韩国商品的影响研究: 基于感知价值模型

Huang Peng,Zhang Wei Lin 부산대학교 중국연구소 2018 Journal of China Studies Vol.21 No.3

The share of Korean products in the Chinese market has declined since 2016, with the Samsung mobile and Hyundai motor having lost more than 60% of their share than the apex by the end of 2017. Meanwhile, the same is true for the household appliances, cosmetics and food. The reasons for the weakness of Korean products in the Chinese market include the competition of others brands, pricing strategy mistakes and the Chinese media's Biased reports on Korean products and South Korea. According to some symbolic events, there are two types of rumors that affect Korean brands in the Chinese market: one is directly related to the product, the other is unrelated to the product. Therefore, to analyze the market problems of Korean products in China, it is necessary to explore the intrinsic mechanism of market rumors affecting Chinese consumers' judgment of the value of Korean products from the perspective of Chinese consumers This study starting with the sensitivity of consumers to market rumors which based on the theoretical model of perceived value discusses the rumor sensitivity of Chinese consumers, under the rumor environment and its impact on evaluating the value of Korean products. The analysis of 5 consumers' interviews and 399 effective questionnaires revealed that 72.3% of Chinese consumers showed high rumor sensitivity tendency. Through regression analysis, intermediary effect and adjustment effect analysis, we get the following three conclusions: (1) Chinese consumers will be more likely to evaluate the quality of products from the inherent attributes of the products, and the labeling of origin is being weakened. (2) Chinese consumers are more inclined to choose products with high cost performance ratio, so they no longer think that the high price of Korean products represents high quality. (3) When Chinese consumers evaluate Korean products, market rumors directly affect the subjective quality perception of Chinese consumers. Accordingly, this study suggests that the key of Korean products is to win the Chinese consumers’ approval of the objective attributes of Korean products by the way of enhancing the product force. On this basis, we can take the subsidiary of Korean company in China as the main body that develop the local brands with different pricing strategy in order to eliminate the problem of the decline of market share caused by rumors that about Korean.

Young Chinese Consumers’ Perceptions toward a U.S. Apparel Brand

Chae Mi Lim,Ning Yu,Youn-Kyung Kim 한국마케팅과학회 2011 마케팅과학연구 Vol.21 No.2

The mature and competitive domestic retail environment has driven U.S. retailers to seek opportunities for expansion to new emerging economies such as The People’s Republic of China (China). The entrance of China into the World Trade Organization, combined with great market potential due to the large population and rapid economic growth, has made China one of the most attractive markets for U.S. companies. As young Chinese consumers are exposed to Western lifestyles, their demand for foreign apparel has increased. Although these young Chinese consumers offer favorable atmosphere to foreign apparel firms, an important question facing U.S. apparel firms is whether young Chinese consumers would be interested in buying U.S. apparel brands when China is already the world’s largest apparel manufacturer and is producing many domestic brands. Another important issue is that Chinese consumers are not a homogeneous group. Although young Chinese consumers crave for fashionable and famous brands, some Chinese traditional values and beliefs such as balancing quality, price, and utility may lower their desire to buy foreign brands products (Chen, 2009). This notion suggests that differences may exist among these young consumers in psychographic characteristics relevant to apparel consumption. To this end, this study was designed to identify distinct segments among Chinese consumers identified as a potential target market to U.S. retailers (i.e., younger, well-educated, urban-living Chinese consumers) based on psychographic variables and to examine each segment’s brand equity perceptions toward a U.S. apparel brand. A sample of college students (n=220) who were enrolled at two major universities in Tianjin, China, was used. The analyses involved a two-step cluster analysis based on the domain-specific psychographic factors that are relevant to young Chinese consumers’ foreign apparel consumption (i.e., need for uniqueness, satisfaction with life, satisfaction with appearance, and attitudes toward American products). Each consumer segment identified from the cluster analysis was profiled with four brand equity perceptions (i.e., brand loyalty, brand association with brand awareness, perceived quality, and emotional value) using a multivariate profile analysis. This study demonstrated that domain-specific psychographic characteristics (i.e., need for uniqueness, satisfaction with life, satisfaction with appearance, and attitudes toward American products) successfully segmented potential Chinese consumers for the U.S. apparel brand. The cluster analysis generated five distinct groups of Chinese consumers: self-satisfied, American product lover, uniqueness seeker, satisfied ethnocentric and apathetic consumer segments. Furthermore, consumer perceptions toward a US brand (the Polo Ralph Lauren brand) on four brand equity dimensions differed among consumer segments. The findings supported the argument that potential target Chinese consumers for U.S. apparel brands, who are younger, well-educated, urban-living consumers, are not homogeneous, and thus cannot be targeted with identical marketing strategies. Although identifying profitable consumers who are likely to buy U.S. apparel brands among young urban consumers may be a challenge to U.S. apparel retailers, an opportunity seems to exist because a great portion of respondents (i.e., Self-satisfied consumers and American product lovers) exhibited relatively positive attitudes toward American products and positive brand perceptions toward Polo Ralph Lauren brand. Among the four dimensions of consumer-based brand equity toward Polo Ralph Lauren brand, perceived quality received the highest ratings for all five consumer segments. However, consumers provided relatively lower mean scores on brand loyalty that contained more behavioral-oriented items than the other three brand equity dimensions. The result on young Chinese consumers’ relatively low brand loyalty is consistent with the argu...

中国女性消费者的民族中心主义、 产品典型性及购买意向之间的关系硏究 -以韩国化妆品为例-

马俊(Ma Jun),김중인,이용진 한중사회과학학회 2019 한중사회과학연구 Vol.17 No.1

Ethnocentrismis one of the core topics in the study of consumers’ purchasing behavior of foreign products. Previous empirical studies on the correlation between Chinese consumer ethnocentrism and foreign consumer buying behavior are inconsistent. In this regard, researchers believe that different product categories, origin, product typicality and other product characteristics will affect the causal relationship between consumer ethnocentrism, purchase attitude, purchase intention and other variables. Koreancosmeticshave been explosive growth in the Chinese market as a product that is typical of female consumers due to the influence of the Korean wave in the export of consumer goods to China. However, the growth has slowed significantly due to the dispute over THAAD deployment between South Korea and China. Against this backdrop, the research aims to reveal the relationship between Chinese female consumers’ ethnocentrism, perceived Korean cosmetics typicality, and the purchase intention of Korean cosmetics. The results of an empirical study conducted based on a survey of 340 Chinese female consumers using Wechat are as follows.First, it has been shown that Chinese female consumer’s ethnocentrism has a negative relationship with the purchase intention of Korean cosmetics. Second, the Chinese female consumer’s ethnocentrism has shown negative relationship with the perceived of Korean cosmetics typicality. Third, the perceived of Korean cosmetics typicality has a mediation effect between the Chinese female consumer’s ethnocentrism and the purchase intention of Korean cosmetics.In order to overcome the limitations of verification of mediated effects in regression analysis, the Bootstrapping Effect Test confirmed that the perceived of Korean cosmetics typicality has a mediated effect between the Chinese female consumer’s ethnocentrism and the purchase intention of Korean cosmetics. Based on these findings, theories and practical implications were presented, and future research were suggested. 외국 제품의 구매 행위에 관한 소비자의 연구에서 자국중심주의는 핵심 논제 중 하나이다. 중국소비자의 자국중심주의와 중국소비자의 외국 제품의 구매 행위와 관련된 실증연구는 현재까지 일관된 결과를 나타내지 않았다. 이에 대하여 선행 연구자들은 구매 제품의 범주별, 원산지별, 제품 전형성 등 제품 특성이 소비자의 자국중심주의와 구매 태 도, 구매 의사 등 변수 간의 인과관계에 영향을 미칠 수 있다고 주장하 였다. 이러한 점에서, 본 연구는 중국여성소비자의 자국중심주의와 한국화장품의 전형성 및 한국화장품의 구매의도간의 관계를 밝히는 것을 연구의 목적으로 하였다. 한국화장품은 중국 소비재 수출에서 한류의 영향으로 여성소비자들에게 전형성이 높은 상품으로 중국시장에서 폭발적인 성장을 가져왔었다. 그러나 한⋅중간의 사드 배치 갈등으로 인하여 그 성장세가 크게 둔화되기도 하였다. 본 연구는 이러한 상황을 배경으로, 중국여성소비자들을 연구대상으로 자국중심주의, 한국화장품의 제품전형성 및 한국화장품 구매의도간의 관계를 밝혀는 것을 목적으로 하였다. Wechat를 이용하는 중국여성소비자 340명에 대한 설문조사 자료에 기반하여 진행된 실증연구의 결과는 다음과 같다. 첫째, 중국여성소비자의 자국중심주의는 한국화장품 구매의도와 부정적인 관계를 가지는 것으로 나타났다. 둘째, 중국여성소비자의 자국중심주의는 한국화장품의 제품전형성과 부정적인 관계를 나타내었다. 셋째, 한국화장품의 제품전형성은 한국화장품의 구매의도와 긍정적인 관계를 나타내었다. 그리고 회귀분석에서 매개효과에 대한 검증의 한계를 극복하기 위하여 Bootstrapping효과검증으로 제품전형성이 자국중심주의와 구매의도 간에서 매개효과를 가지는 것을 검증하였다. 이러한 연구 결과에 근거하여 이론과 실무적인 시사점을 제시하고 향후의 연구과제 를 제시하였다.

중국 소비문화에 나타난 신주류 소비층의 심미적 소비특성에 관한 융합 연구 - 쑤저우 성품서점 및 베이징 고궁박물관 문화상품을 중심으로-

왕 운 비,선섭희 한국전시산업융합연구원 2022 한국과학예술융합학회 Vol.40 No.2

The purpose of this study is to study the recent aesthetic consumption characteristics of Chinese consumers, which are historically influenced by Chinese consumer culture, and to provide basic data for analyzing Chinese consumers' aesthetic attitudes and purchasing behavior according to product characteristics. Today, consumers are consuming more for the aesthetic and symbolic value of a product than for the function of it. Also, as the consumer culture changed from material consumption to aesthetic consumption, the individual's pursuit of value and human care brought by consumption behavior became the new trend in this era. In order to analyze the characteristics of Chinese aesthetic consumption, this study identified the changes and current status of Chinese consumer culture through previous studies and literature reviews, and summarized the characteristics of the consumer culture at each period. Then the meaning and necessity of aesthetic consumption were presented, and the three main characteristics of aesthetic consumption were identified as individualization, experiential and virtual. In addition, based on the characteristics of aesthetic consumption in the Chinese consumer culture, we established a case analysis framework of the aesthetic consumption culture, and then analyzed the aesthetic consumption characteristics of two projects that recently succeeded in the Chinese mainstream consumer groups. As a result, in both cases, human care and aesthetics were integrated into the brand culture, concealing the commercial attributes of the product, creating a good lifestyle connection with the brand, and forming an emotional tie with their target consumers through emotional marketing, which made consumers feel the satisfaction of self-realization through the deeply immersive consumption space and consumption experience. Based on the above research results, I will conduct comparative analysis of the consumer culture and aesthetic consumption characteristics of South Korea and China, and then draw out the differences in the impact of aesthetic factors on consumer product purchases in South Korea and China. 본 연구의 목적은 역사적으로 중국 소비문화에 영향을 받는 중국 소비자들의 최근의 심미적 소비특성을 연구하는 것으로서 제품의 특성에 따른 중국 소비자의 심미적 태도와 구매 행동을 분석하기 위한 기초 자료를 제공하는 것이다. 오늘날의 소비자들은 제품의 기능보다 심미적인 아름다움이나 제품이 갖고 있는 상징적 가치를 위해서 소비한다. 또한 물질적 소비에서 심미적 소비로 소비문화가 변화하면서 소비 가치와 인문적 배려에 대한 개인의 추구가 이 시대 새로운 트렌드가 되었다. 이에 본 연구에서는 중국의 심미적 소비 특성을 분석하기 위해 선행 연구 및 문헌 조사를 통해 중국 소비문화의 변천과 현황을 파악하고 각 시기별 소비문화의 특징을 정리하였으며, 관련문헌 고찰을 통해 심미적 소비문화의 의미와 필요성을 제시하고 심미적 소비의 특성을 개성화, 체험성, 가상성으로 분류하여 제시하였다. 또한 중국 소비문화에 나타난 심미적 소비의 특성을 바탕으로 심미적 소비문화의 사례 분석 틀을 구축하여 최근 중국 신주류 소비층에서 성공한 두 가지 사업을 대상으로 심미적 소비 특성에 대한 사례 분석을 한 후 분석결과를 도출하였다. 분석 결과, 두 사례 모두 인문적인 배려와 미학적 요소를 브랜드 문화에 접목시켜 상품의 상업적 속성을 드러내지 않고, 브랜드와 좋은 라이프스타일의 연관성을 만들어 냈으며, 감성 마케팅을 통해 타깃 소비자와 정서적 유대를 형성함으로써 소비자들로 하여금 깊이 몰입할 수 있는 소비 공간과 소비 경험을 통해 자아실현의 만족감을 느끼게 한 것을 확인할 수 있었다. 이러한 연구결과를 바탕으로 향후 한국과 중국의 소비문화와 심미적 소비 특성을 비교분석함으로써 미적 요소가 한국과 중국 소비자들의 제품 구매에 미치는 영향이 어떠한 차이가 있는지를 살펴보고자 한다.

한중 소비자들의 위조품 구매의도에 미치는 요인에 관한 실증연구

장운비,배상욱,김완민 동북아시아문화학회 2017 동북아 문화연구 Vol.1 No.53

The study identified the factors influencing Korean and Chinese consumer’s purchase intention to buy fake products in two aspects: social factors and personal factors. Social factors include conformity group, others-conscious inhibited consumption, and social norms. Personal factors are perceived risk, price sensitivity, and conspicuous consumption. This study surveyed 279 Koreans and 297 Chinese who have experienced of buying counterfeits. The statistical analysis conducted frequency analysis, reliability and validity analysis to identify statistical characteristics of respondents using SPSS 18.0 and AMOS 18.0. After checking the suitability of the measuring instruments and models, the hypothesis was verified. The results are as follow. First of all, others-conscious inhibited consumption has positive impact on both Korean and Chinese consumers. Secondly, Korean social norms are not significant factors whereas Chinese social norms have negative impact on consumer conformity. While legal importance of the social norms is growing due to the economic and ethical concerns, Korean consumers still appear to fail to recognize restrictions on norms or usage. Chinese consumers recognize that buying counterfeits does not conform to the social norms and the normative pressure constrains an individual's from purchasing. Third, Korean perceived risk has negative impact on consumer conformity while Chinese perceived risk is not significant factor. When Korean consumers decide to buy a counterfeit, being aware of various dangers can have negative effect on purchase intention. If they already consider risks associated with buying counterfeits and uncertain quality of that product, purchase intention becomes smaller. On the other hand, Chinese consumers do not recognize the potential risks of fake goods. Fourth, after verifying the relationship between price sensitivity and consumer conformity, price sensitivity is not significant factor for both Korean and Chinese consumers. Fifth, in relation to conspicuous consumption and consumer conformity, conspicuous consumption has positive impact on consumer conformity in both countries. Lastly, between consumer conformity and purchase intention, consumer conformity as parameter positively influences on purchase intention in both countries. A further research should be an empirical study which reflects various aspects like feature of company, characteristics of produced luxury goods, and quality of counterfeits. Moreover, it needs to examine whether there is a discrepancy in purchase intention according to the area or define specific comparisons between the two countries. It is necessary to expand the research to account for various counterfeits, but it needs to clarify the exact classification for counterfeits.