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중국의 소비자 세계주의: 브랜드 원산지와 글로벌성의 매개 효과
한충민(C. Min Han),김경애(Kyung Ae Kim),진몽문(Mengwen Chen) 한국경영학회 2019 經營學硏究 Vol.48 No.3
This study examines why cosmopolitan consumers in China prefer foreign brands. Specifically, the study argues that brand origin and globalness mediate the effects of consumer cosmopolitanism. For this empirical investigation, it conducted surveys with 350 Chinese consumers and examined their perceptions of European and Japanese brands. The study found that brand origin and globalness mediate the effects of consumer cosmopolitanism on quality perceptions. The results suggest that consumers prefer foreign brands because they possess favorable country-of-origin images and they also recognize the globalness of the brands. Furthermore, the study found that consumer cosmopolitanism does not have direct effects on quality perceptions. Instead, the effects were mainly mediated through brand origin and globalness.