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- 저자 : 추호정;Pysarchik, Dawn Thorndike (검색결과 1 건)
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추호정;Pysarchik, Dawn Thorndike 한양대학교 2004 韓國 生活 科學 硏究 Vol.- No.23
In the current globalizing marketplace, consumers encounter various products with multiple country-of-origins everyday. New terms in international trade such as “captive import”, “transplant” and “hybrid” represent complicated country of origin cues many global products are carrying. To predict consumer behavior in these markets, therefore, it is necessary to understand how consumers use country of origin cues in their purchase decision making processes. Consumer ethnocentrism has been known as one of individual characteristics which determine the effect of country of origin. The primary purpose of this study is the Korean consumers‘ ethnocentric tendency. Specifically, the study compares ethnocentric tendency of Korean consumers in the year of 1995, 1997, and 2000. Also this study examines the relationships between ethnocentrism and demographic factors including age, gender, marital status, and monthly income, product attribute evaluation, quality perception, and purchase intention. The empirical part of the study is conducted with survey data collected from Korean students of a major mid-western university in the US and their family in the year of 1995, 1997, and 2000.The result shows that Korean consumers have stronger ethnocentric tendency in 1997 than in 1995 and 2000, which implies that economic crisis in Korea might stimulate consumers to become more economically conservative. The study confirms previous studies arguing consumers’ demographic factors and ethnocentrism are closely related. Women, married, older, and middle income consumers are likely to have stronger ethnocentric tendencies in Korea. Consumers’ attribute evaluation (design, comfort, and brand image), quality perception, and purchase intention for domestic brand jeans (Nix)and an imported brand jean (Levi) are compared. Consumer ethnocentrism seems to affect purchase intention but not attribute evaluations and quality perception. Consumer Ethnocentrism, Economic Crisis, Demographics, Product Attribute Evaluation, Quality Perception, Purchase Intention
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