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중국 소비자의 소외감이 추억상품 구매의도에 미치는 영향에 대한 연구 -노스탤지어의 매개효과를 중심으로-
박상수 ( Sang Soo Park ),김동환 ( Dong Huan Jin ),장유운소 ( Yuyun Xiao Zhang ) 한국외국어대학교 중국연구소 2015 中國硏究 Vol.65 No.-
Rapid social and economic transformation, uncertainty of the future, competition in the market, acceleration of the life tempo, pressures on work and other aspects of life would lead to consumers`` Alienation, such as threats, pressure and trauma. Therefore, people will generate strong emotion and high purchase intention to nostalgic products which can wake up their memory of past experience in order to relieve the sense of Alienation.Based on the literature in marketing area, psychology area and sociology area, this paper researched the relationship between consumers`` Alienation which is consisted of social Alienation, interpersonal Alienation, natural environmental Alienation and purchase intention of nostalgic product with personal nostalgia and social nostalgia as mediating variables. The results show that consumers`` Alienation and nostalgia have a significant effect on purchase intention of nostalgic products. In addition, social Alienation and natural environmental Alienation are positively associated with nostalgia which includes personal nostalgia and social nostalgia. On the contrary, interpersonal Alienation is negatively associated with nostalgia. And furthermore, nostalgia has mediating effect on independent variables excluding interpersonal Alienation and dependent variable consisting of purchase intention of nostalgic products.
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중국 기업인들에 있어서 중국식 사회자본의 역할 -꽌시(Guanxi)와 신용(Xinyong)을 중심으로-
박상수 ( Sang Soo Park ),김동환 ( Dong Huan Jin ) 한중사회과학학회 2016 한중사회과학연구 Vol.14 No.3
Now, Cooperation, Transaction, M&A, and the like business activities are being actively conducted in China domestic and foreign. Like this, Chinese entrepreneurs were created their own business performance with skillful negotiating ability and a unique negotiating style. In society of China, the social and cultural variable-Sinicism Network(Guanxi, 關係) have a important influence on Chinese business operations, survival, growth. Moreover, Chinese people tend to depend on Xinyong(信用) when conduct business transactions, so Xinyong is key of building transaction relationship. In other words, in the Chinese business environment, the two cultural variables of guanxi and xinyong are believed to influence long-term business relationships. For research Chinese traditional cultural factors were still play an effective role in the business of China, the purpose of this research was to explain causality between Guanxi, Xinyong, Relationship Performance in transaction of company relations for Chinese entrepreneurs. First, we have investigated which relationship category(Zi Ji Ren, Old friend, Acquaintance, Strangers) Chinese entrepreneurs put parties to a transaction, in succession analyzed Difference Verification on each factors and analyzed Crosstabs on before transaction relationship. Next, Guanxi is classified into Renqing(人 情), Mianzi(面子), Ganqing(感情) three categories, and testing the effects on Relationship Performance. Lastly, testing the Mediating Effects of Xinyong in the relationship between Guanxi and Relationship Performance. The analysis result shows, Renqing, Ganqing, Xinyong are positively related to Relationship Performance. And Xinyong mediates the relationships between Renqing and the Relationship Performance, Xinyong mediates the relationships between Ganqing and the Relationship Performance. Consequently, we can investigate the role of Sinicism Social Capital-Guanxi and Xinyong in Chinese business transaction, so the fact that Xinyong is mightily important variable in business transaction relationship. Based on positive analysis result, this research was proofed that factor of Chinese traditional culture is necessary condition in Chinese business activity, and proposed implications and Future Direction of Research.
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