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...

한국과 중국 소비자의 의료 서비스 평가와 이에 미치는 영향요인 비교에 관한 실증연구

이희정 ( Hee-jung Lee ),하연희 ( Youn-hee Ha ) 한국유통경영학회(구 한국유통정보학회) 2016 유통정보학회지 Vol.19 No.2

Purpose: The goal of the present research is to identify common and different factors that lead to greater consumer satisfaction and revisit intention on medical service (e.g., seeing a doctor for illness or having any related medical tests) in China and Korea. Although much research explored Chinese consumers’ reaction to medical services in Korea, very little attention was given to their reaction to medical service in China. Based on the survey among medical consumers in these two countries, we identified dimensions of service quality for medical service and compared the effect of these dimensions on Chinese and Korean consumers’ satisfaction and revisit intention. Hence, the findings of this research provide useful insights for Korean medical service providers who consider entering Chinese medical market. Research design, data, and methodology: This research used a survey questionnaire to compare differences between Chinese and Korean participants in terms of relevant factors to evaluate medical service. Factor analysis, t-test, Chi-square analysis, and multiple regression analyses were used to analyze the differences between Chinese and Korean participants’ evaluation of medical service. Results: The results revealed that different factors have influence on evaluation of the two groups of medical consumers. In particular, we found that Korean consumers were less likely to care about the size of hospitals than Chinese consumers. Furthermore, the perceived price appropriateness had positive impact on Koreans’ satisfaction and revisit intention. In addition, they were satisfied with the price of medical service of small than large size hospitals. Unlike Korean consumers, however, Chinese consumers showed greater satisfaction with large than small size of hospitals. Furthermore, favorable evaluation on service process was not effective factor to increase their revisit intention. Instead, Chinese consumers took indirect factors into account, such as size and reputation of hospitals. Accordingly, these factors had significant influence on their satisfaction and revisit intention. Conclusions: The present research provides useful insights for those who consider entering Chinese medical industry and extend its presence in distribution in medical industry. One of the major implications drawn from the finding is that a large size hospital with excellent reputation would be more likely to appeal to Chinese consumers who value for upscale medical service at premium price.

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.

“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.

한·중·일 3개국 화장품 브랜드에 대한 브랜드 아이덴티티와 브랜드 이미지 인식 연구 - 3개국 9개 브랜드에 대한 기호학적 분석을 중심으로

전형연 ( Hyeong Yeon Jeon ),이원 ( Yuan Li ) 한국기호학회 2015 기호학연구 Vol.44 No.-

최근 한국산 화장품 브랜드들이 적극적인 중국 시장 마케팅커뮤니케이션에 집중하고 있는 현황에서 본 연구는 치열한 화장품 브랜드의 각축장인 중국 시장을 배경으로 일어나고 있는 국내외 화장품 브랜드들의 경쟁 구도를 파악하고, 국내외 화장품 브랜드에 대한 중국인 소비자들의 브랜드 아이덴티티와 브랜드 이미지 인식 현황을 살펴보고자 하였다. 그 결과, 본 연구는 브랜드 아이덴티티 인식 차원에서 라네즈 > 설화수 > 샹이번차오 > 이니스프리 > 롱리치 > SK-Ⅱ> SHISEIDO > 위니팡 > Za 순으로 그 인식이 강함을 파악할 수 있었다. 또한, 3개국 화장품 브랜드에 대한 아이덴티티 인식도의 평균을 비교해 보아도, 5개 문항 전반에서 한국산> 중국산> 일본산 브랜드 순으로 그 아이덴 티티 인지 정도가 강함을 파악할 수 있었는데, 이는 중국인 소비자들에게 한국산 브랜드에 대한 인지가 얼마나 강하게 각인되었는지를 재확인시켜주는 결과였다. 또한, 브랜드 이미지 차원에서도 한국산 화장품 브랜드 3개 모두가 16개 이미지 문항 모두에서 3개의 중국산 화장품 브랜드보다 중국인 소비자들에게 강한 인식을 받고 있음을 파악할 수 있었다. 그러나 3개국 브랜드에 대한 중국인 여성 소비자의 브랜드 연상은 그 강도는 다를지라도, 공통적으로 /독창성/, /재미성/, /기능성/ 같은 3가지 이미지로 대표되는 유토피아적 가치, 유희적 가치, 실용적 가치에 대한 인식은 강하다는 유사성 역시 발견할 수 있었다. 또한, 한국산 브랜드와 중국산 브랜드는 /친숙성/과 /자연성/이 강하다는 공통성을 그리고, 한국산 브랜드와 일본산 브랜드는 /다양성/과 /저명성/이 강하다는 공통성도 확인할 수 있었다. 특히 한국산 브랜드에게서는 실용적 가치에 대한 인식이 높은 것을 파악할 수 있었는데, 이는 한국산 화장품의 품질에 대한 폭넓은 신뢰에서 기반한다고 설명할 수 있었다. 본 연구는 한국이나 일본 같은 외국산 화장품 브랜드에 대한 중국인 여성 소비자들의 인식 평가가 자국인 중국산 화장품 브랜드에 비해 월등히 높음을 파악할 수 있었음은 물론 중국산 화장품 브랜드에 대한 중국인 소비자의 비호감과 비신뢰를 재확인할수도 있었다. 또한, 본 연구는 중국산 화장품 브랜드뿐만 아니라 국내외 화장품 브랜드들 모두에게 이제는 실용적 가치나 유희적 가치 등을 강조하는 광고와 프로모션 같은 전통적인 마케팅 방식보다는, 오히려 기업의 /윤리성/과 /사회참여성/을 담아낼 수 있는 각종 CSR 활동의 기획과 진행을 통한 지속가능성 높은 PR전략을 개발이 필요함을 파악하였다. This study remarked on Korean cosmetic brands which were increasingly exported to Chinese cosmetic markets. China is one of the remarkable markets in the marketing communication for global cosmetic brands and Korean cosmetic brands also concentrate on developing the active marketing communication strategies to make a relationship with Chinese customers. This study presents a comparative analysis of Chinese consumers’ appraisals of brand identities and brand images on the nine cosmetics brands as Korean, Chinese and Japanese brands Consequently, concerning the cosmetic brand identities, this research found that Chinese women customers have the strength of knowledges for nine brands as Laneige > Sulwhasoo > Inoherb> Innisfree> Longliqicom > SK-II> Shiseido> yunifang> Za. We also verified that the most strong perception of Korean cosmetic brands among three countries’ brands at the average level as Korean brands > Chinese brands > Japanese brands. This result makes us recognize the interests and preferences of Chinese customers for Korean cosmetic brands. Secondly, concerning brand images of nine cosmetic brands, Chinese customers have a impression strongly three Korean to three Japanese brands and three Chinese brands in all the 16 items for brand image evaluation. Korean cosmetics brands are far higher than the two other countries and Japan is in the second place. Chinese domestic brands are the lowest evaluated. Meanwhile, it was common that the Chinese considered more important item among 16 items for each country’s brand as /originality/, /funny/, /functionality/ which represented for utopian values, euphoric value and plastic values. Chinese consumers perceived commonly strongly /familarity/ and /nature/ for the Korean brands and Chinese brands. They also perceived commonly strongly /diversity/ and /reputation/ for the Korean brands and Japanese brands. In particular, for the Korean brands, they appreciated the plastic values visual value in the base of confidence of the product quality. This study tries to get the aspects of the nine brands’ brand identity and their brand images in Chinese consumers’ mind, and at the same time, helps to put forward new communication strategies. Through this, we showed Chinese women consumers on the domestic cosmetic brands, low trust and low preference. In addition, through the survey and analysis more than Chinese brand, the foreign cosmetic brands also just don’t focus on the traditional advertising and marketing to show the practical values and utopian values, but on the diverse CSR activities to achieve the critical values representing /ethics/ and /community participation/.

중국 소비자의 영화 캐릭터제품 정품 구매의도에 관한 연구 -중국 및 해외 캐릭터제품 비교를 중심으로-

李 佳 忆,박상수,왕서혜,金 珉 娜 중국지역학회 2019 중국지역연구 Vol.6 No.1

In this study, the purpose of it is to understand the properties of the peripheral commodities of Chinese movies and foreign movies, as well as the properties of movies, and the consumers’ sensitivity to the peripheral commodities of movies, Chinese consumers’ propensity to consume and their intention to purchase authentic products around movies, so as to compare the peripheral commodities of foreign movies with that of Chinese movies. In addition, it also analyzes the properties of the merchandise around the movie, the movie attributes and the good feeling for character products in the movie, as well as causality between consumers’ propensity to consume and the willingness to purchase authentic movie products in this paper. As a result, it can provide the basic information of the development plan of the movie peripheral commodities for the Chinese movie industry, so as to make it more mature in the market of the movie peripheral products in China. The following is the main result. First of all, the visual originality of the commodity itself, the perception of pleasure in watching the movie and the glamour of the movie have a significant influence on the good feeling of the peripheral goods, whether it is peripheral commodity of domestic movie or the foreign movie. In modern society, Chinese consumers pay more attention to the satisfaction and happiness brought by the products around the movie. At present, many domestic publishers regard movie character products as promotional products, gifts and movie promotion tools, in which they have some misunderstandings about movie character products. Most of the movie character products developed in China lack originality or are printed with film elements, which thus have no value for collection. Therefore, Chinese manufacturers need to pay more attention to the originality of their products and the psychological needs of consumers when developing the products around the movie. Secondly, only the perceived risk of foreign movie peripheral goods has a moderating effect in the adjustment effect. It can be seen that Chinese consumers will have a tendency of conspicuous consumption when they buy foreign goods. Moreover, Chinese consumers don’t have a strong awareness for authentic or pirated goods at present. As a result, China’s domestic movie peripheral commodity manufacturers should strengthen the publicity of genuine products and purchasing channels. What’s more, the government should also strengthen copyright protection, which should establish relevant intellectual property rights systems, severely punish pirates, and enhance consumers’ awareness of copyright protection from legislation to law enforcement.

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 여성 화장품 소비자 유형 연구

장금혜 ( Zhang Jinhui ),구혜경 ( Koo Hye Gyoung ) 한국소비자학회 2018 소비자학연구 Vol.29 No.2

중국 화장품 시장은 미국에 이어 세계 2위 규모이며, 향후 중국 화장품 시장의 빠른 성장이 예상된다. 현재 중국은 여성 기초 화장품을 중심으로 시장이 형성되어 있으며 해외 화장품 브랜드들의 진출뿐만 아니라 중국 로컬 브랜드의 약진 등 경쟁이 치열하다. 본 연구는 중국 화장품 소비자의 이해를 위하여 중국 북경에 거주하는 20대 후반부터 40대 초반의 여성 소비자를 대상으로 화장품 구매를 결정하는 요인과 라이프스타일을 고려하여 중국 여성 화장품 소비자의 유형화를 시도하였다. 그 결과, 중국 여성 화장품 소비자는 유행합리 복합형, 하이엔드형, 실용합리형, 무관심형의 4가지 유형으로 구분되었다. 유행합리형은 전체의 39.3%로 가장 높은 비율을 차지하였으며 색조화장품에 대한 관심도가 높고, 전통적인 오프라인 매장 외에 개인 SNS를 통한 화장품 구매도 이루어지는 집단이다. 하이엔드형은 화장품에 있어서 최고를 추구하고 많은 비용을 투자하며, 관여도 또한 가장 높은 집단으로 전체의 16.5%를 차지하고 있었다. 이들은 유행이나 패션에 민감하고 과시적이고 충동적인 성향도 갖추고 있다. 실용합리형의 경우 전체의 24.3%를 차지하고 있으며, 가격대비 가치를 중시하는 유형이며 전통적으로 검증된 화장품 전문점과 백화점, 대형마트 등 오프라인 매장을 주로 이용하는 것으로 나타났다. 마지막으로 무관심형은 전체의 20%를 차지며 화장품에 대한 관여도가 낮고 합리적인 성향을 보인다. 그러나 이들이 경제적으로 어려운 것은 아니며 전문적 종사자 비율이 높은 것으로 나타났다. 본 연구 결과를 토대로 중국 여성 소비자 유형별 화장품 구매 및 사용 특성. 사용 브랜드 및 고려 사항들을 확인하였으며 유형별 특성에 근거한 상품 개발 및 시장 진출 전략의 수립이 요구되며, 화장품 유통 사업 진출 시 중국 소비자의 신뢰를 확보할 수 있는 방안을 중요하게 고려해야 한다. 이를 위해 향후 중국에 거주하고 있는 소비자를 대상으로 실증 조사와 연구가 강화되어야 하며, 본 연구는 중국 화장품 소비자를 이해하고 중국 화장품 시장에 진출하는데 유용한 기초 자료를 제공하였다는데 의의가 있다. The Chinese cosmetics market is ranked second in the world after the United States, and there is a strong interest in the cosmetics market in China around the world. Women in their late 20s and early 40s who lead the Chinese cosmetics market are called generations after the 80th or 90th generations, and their values and lifestyles are different from those of the older generations. Especially, in China, the development and diffusion of information and communication technologies will make their purchase and usage of cosmetics very different. The purpose of this study is to classify Chinese consumers based on cosmetics purchasing factors and beauty - related lifestyle, and to compare the actual condition of purchase and use of cosmetics by each type. Chinese women cosmetics consumers are classified into four types: fashionable rational, hybrid, high - end, practical rational, and indifferent. The fashionable rational type accounted for the highest percentage of 39.3% of the total, and the interest in the color cosmetics is higher than the basic ones, and the cosmetics purchase through the personal SNS is also performed in addition to the traditional offline shops. The high-end type of cosmetics was found to be the best in terms of attracting the best, investing a lot of money, and occupying the highest level of involvement, accounting for 16.5% of the total. They are fashionable and fashion-conscious, and are inclined and impulsive. In the case of practical rational type, 24.3% of the total is used, and it is found that the ratio of using high-end local brand in China is higher than that of price-value oriented type. And, it has been shown that they mainly use offline shops such as traditionally proved cosmetics stores, department stores, and large-scale marts. Finally, the indifference type occupies 20% of the total, has a reasonable tendency, and is the group with the least involvement in cosmetics. However, they are not economically difficult, and the proportion of professionals is high. This study suggests that it is necessary to enter the Chinese market considering the preferred brands and items of Chinese consumers and that a strategic approach is needed to gain the trust of Chinese consumers. In the past, satisfaction with local brands has risen steadily compared to the past, which has lowered the preference and trust of Chinese local brands. Therefore, it is important for overseas companies to put more trust in quality. In terms of distribution, offline stores are still strong, but shopping and mobile shopping using SNS are active mainly in high-end type consumers, so it is necessary to prepare for distribution of cosmetics using mobile phone in future. It is very important for Chinese consumers to understand the behavior and characteristics of Chinese consumers at the moment of rapid growth of Chinese market because they have a different cultural background from consumers in other countries in Asia. The results of this study are as follows.

북경 여성 소비자의 화장품 정보탐색에 관한 연구

장금혜(Zhang, Jinhui),구혜경(Koo, Hye-Gyoung) 한국소비문화학회 2017 소비문화연구 Vol.20 No.3

우리나라를 비롯하여 주요 화장품 브랜드들이 중국 시장에 진출하고 있으나, 중국 소비자 고유의 특성과 중국 소비문화를 제대로 이해하지 못하여 실패한 경우가 다수이다. 본 연구는 중국 화장품 소비자들의 이해의 근간이 되는 정보탐색 행동을 구체적으로 확인하고자 하였다. 어떠한 정보원천에서 어떠한 정보 내용을 주로 탐색하는 지, 그리고 화장품 구매를 위한 정보탐색에 어느 정도 노력을 기울이는지를 규명하였다. 그리고 정보탐색노력 수준에 따라 정보탐색유형을 구분하는 시도를 하였다. 선행연구에서는 지각된 위험 및 관여도, 생애주기의 맥락이나 연령대 등이 화장품 정보탐색에의 영향요인으로 밝히고 있어 이것이 중국 화장품 소비자에게도 유사한 경향을 보이는지를 확인하고자 하였다. 연구목적의 달성을 위하여 북경에 거주하는 25세 이상 40대 초반 여성 소비자 400명을 대상으로 1대1 면접 설문조사를 수행하여 그 결과를 분석에 활용하였다. 그 결과 중국 소비자들은 화장품 구매를 위하여 본인의 경험 이나 가족, 친구 등 지인을 주요 정보원천으로 활용하고 있었고, 제품의 적합도를 확인하기 위한 관련 정보 탐색을 가장 활발히 하고 있는 것으로 나타났다. 그리고 주관적으로 스스로 평가하기를 정보탐색에 큰 노력을 기울이지 않는 것으로 나타났다. 정보탐색노력을 근거로 군집분석을 실시하고 소비자집단을 소극적 탐색형, 합리적 탐색형, 적극적 탐색형으로 구분하였다. 화장품 관여도나 지각된 위험, 연령대 및 생애주기별 특성 등에 따라 집단간 유의한 특성을 보이고 있으나 정보탐색 유형의 구분에 영향을 미치는 요인을 보다 명확히 규명하기 위하여 다항로짓분석을 실시하였다. 그 결과 소극적 탐색형에 비해 다른 두 집단의 경우 제품 사용 관련 내용과 제품 이미지 관련 내용을 더 많이 탐색하고, 본인 ․지인 정보원천 외의 원천을 더 이용하고 있는 것으로 나타났다. 중국 화장품 시장에 진출하여 성공하기 위해서는 중국 소비자 중심적인 정보제공채널의 확보와 신뢰의 구축이 요구된다. 그리고 중요한 화장품 정보가 무엇인지, 화장품 사용을 위해 탐색해야 하는 내용에 대한 교육적 접근, 정보원천 및 상품 등에 대한 인증을 고려하는 것이 필요하다. 그리고 현재는 판매접점에서의 정보원천 이용도가 낮아 판매채널과 정보제공채널을 결합하고 신뢰를 얻을 수 있는 방안의 모색이 요구된다. 그리고 중국 화장품 소비자의 경우 우리나라 소비자와 달리 연령이나 생애주기의 영향을 받지 않는 것으로 나타나, 중국 여성의 화장 맥락과 화장 문화를 이해하고자 하는 후속연구가 필요하다고 보았다. Although major cosmetics brands are entering the Chinese market, but there are many cases where they fail to understand the characteristics of Chinese consumers and Chinese consumption culture. The purpose of this study is to identify the characteristics of Chinese cosmetics consumers, especially information seeking behavior. How to search mainly for information contents from some sources of information, and how much effort to search for information for purchasing cosmetics. And this study tried to distinguish the information search type according to the information search effort level. In previous studies, the perceived risk and involvement, the context of the life cycle, and the age range were found to be influential factors in the search for cosmetics information behavior. In order to achieve the purpose of the study, this study conducted a one - to - one interview to check the questionnaire for 400 female consumers who live in Beijing, China in the summer of 2016. As a result, Chinese consumers were using their personal experiences as well as family members and friends to purchase cosmetics as a main source of information, and it was found that they were most actively searching for relevant information to confirm the fitness of products. And did not make much efforts to search for information by subjective self-evaluation. Based on the information seeking effort, cluster analysis was conducted. Consumer groups were classified as passive search, rational search, and active search. The results of this study are as follows. First, there were significant differences between the groups according to cosmetics involvement, perceived risk, age and life cycle characteristics. However, in order to clarify the factors affecting the classification of information search types, multiple logit regression was conducted. As a result, it was found that the two other groups were more likely to use product - related content and product image - related content than the passive search type and to use sources other than the source of the information of the acquaintance. In the case of active exploration, It is confirmed that there is an influence. In order to enter the Chinese cosmetics market and succeed, it is necessary to secure China-oriented information channels and build trust. It is also necessary to consider certification of important cosmetic information, educational approaches to the content to be explored for cosmetic use, sources of information and products. Currently, the use of information sources at sales contacts is so low that it is necessary to search for a way to combine sales channels and information providing channels and gain trust. And Chinese cosmetics consumers do not seem to be influenced by age or life cycle unlike Korean consumers. Therefore, it is necessary to follow - up research to understand cosmetics context and make - up culture of Chinese women

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.