소비자 민족중심주의가 중국상품 구매 태도에 미치는 영향: 브랜드 인지도의 조절효과를 중심으로

Ming Cui,이승신(Seung Sin Lee) 건국대학교 경제경영연구소 2013 商經硏究 Vol.38 No.2

시장의 글로벌화가 진행됨에 따라, 국내에서 유통판매되는 외국상품의 증가로 소비자들은 자신들에게 익숙한 브랜드와 상품이 아닌 외국상품을 더 많이 구매, 사용함으로써 외국상품에 대한 관심도 중가 하게 됨에 따라 소비자들이 소비하는 과정에 국산상품과 외국상품을 선택하는 경우가 종종 많아지고 있다. 본 연구에서 소비자 민족중심주의가 외국상품의 구매에 미치는 부 정적인 영향을 재검증한 후, 브랜드 인지도가 이런 영향을 감소시킬 수 있는지에 대해 연구목적을 두었다. 또한 브랜드 인지도의 조절효과를 검증한 후, 이런 효과가 상품 군에 따른 차이에 대해서도 검토하였다. 이상 연구 목표를 달성하기 위하여 가설 2가지를 선정하였다. 연구를 진행하는데 있어 설문지를 작성하여 전문기관을 통하여 온라인조사를 실시하였다. 조사대상은 중국 상품을 구매한 경험이 있었던 한국성인소비자이며 최종 분석에 쓰이는 표본수가 총 489명이었다. 통계분석을 하기 위하여 SPSS ver 19.0을 이용하였으며 주요 분석방법은 기술통계분석(빈도와 평균), 탐색적 요인분석, 신뢰성 검증, 그리고 가설 검증하기 위하여 회귀분석과 이원분산분석(two-way ANOVA)을 실시하였다. 연구결과에 의하면 소비자 민족중심주의가 소비자들이 외국상품을 구매하는데에 어떠한 영향을 미치는지를 파악한다. 외국 시장 진출시, 또는 현재 진출해 있는 기업들에게 타국 소비자의 민족중심주의를 고려한다는 점에서 마케팅 전략의 기초자료로 제공되며, 소비자 민족중심주의가 상품구매에 미치는 영향을 약화시켜 성공적으로 타국 시장으로 진출하는데 시사점을 제시하고자 한다. This paper’s aim is to explore how consumerethnocentrism affects the purchase attitudes (trust, perceived risk, and purchase intention) to products made in China, and how the brand awareness attenuates these effects. Finally, to confirm our findings we tested the brand awarenss’s influence on the effect of consumer ethnocentrism on purchase intention among 8 different prodict categories. To achive these goals, we probed our anticipations by 2 major hypothesize. An online research was conducted from 30th November to 6th December 2012. 489 Korean adult consumers (20~59), who have the purchase experiences of goods made in China before, were invited to take part in this investigation. Data analyses were conducted by regression and two-way ANOVA with SPSS ver. 19.0. Study 1 demonstrated that consumer ethnocentrism can increase perceived risk and reduce purchase intention, but has no reference to trust significantly with regression models. Then, the sample was divided into high/low ethnocentrism consumers and high/low brand awareness consumers by Mean. Study 2 was designed to more rigorously test the finding in study 1 that high- and low-ethnocentrism consumers differ in their purchase attitudes according to difference level of brand awareness. As we predicted, brand awareness can decrease the influences ofconsumer ethnocentrism on purchase attitudes, in particular, the reduction was much more among the low ethnocentrism consumers (compared to high ethnocentrism). These results indicate a positive relationship between brand awareness and trust, purchase intention, but indicate a negative between brand awareness and perceived risk when consumer has low ethnocentrism. Practical implications of findings will be discussed and suggested as follows. First, current research results would help us to understand how consumer ethnocentrism affects the conusmers’ purchase attitudes to foreign goods. Secondly, this research can help the companies to make market strategies effectively when they entering foreign market by improving the brand awareness which have strong influences on consumers’purchase attitudes. Our results provide support for brand awarenenss as the moderator, which can reduce the negative effect of consumer ethnocentrism on purchase attidutes toward foreign products as well. Exploring that brand awanrenss can attenuates the negative influence of ethnocentrism on purchase attitudes, but ethnocentrism has greater impact on purchase attitudes when the ethnocentrism is high.

Our Brand or Their Brand? Consumers’ Responses to Negative Consumer-Generated Product Reviews Regarding Domestic versus Foreign Brands

Mikyoung Kim 한국마케팅과학회 2011 마케팅과학연구 Vol.21 No.3

With the growth of Web 2.0 technologies, more and more consumers share product-related information with many other consumers on various web platforms, such as product review websites (e.g., epinions.com), brand websites (e.g., dell.com), retailer websites (e.g., amazon.com), and social media. However, the question of how credible such product information is has arisen. On the Internet, the anonymous nature of consumer product reviews makes it difficult for consumers to evaluate review quality and credibility. Due to the lack of assurance of product review veracity, consumers often depend on cues to evaluate the review content accurately. One of such cues is the valence of the review: either positive or negative. Between these two valences, negative reviews have been known to be more attention getting and diagnostic than positive reviews. Thus, this study only focused on negative reviews. Another cue can be the consensus level of the review (i.e., the degree to which other consumers agree with the product opinion of the reviewer). Finally, consumers may consult the brand origin of the target brand in product reviews (either domestic or foreign brand). To date, however, little research has focused on the role of consumer ethnocentrism on brand evaluations in the context of online product reviews, despite today’s consumers often being exposed to both domestic and foreign brand product reviews in a globalized economy where major firms have multiple international branches. Thus, the purpose of this study is to examine how different cues influence consumers’ responses to negative online reviews about domestic and foreign brands. Toward that end, this study explores how a consumer’s personality trait (level of ethnocentrism) interacts with brand origin and a property of the medium (consensus information) to influence his or her brand attitude. To test the proposed hypotheses, a 2 (Brand origin: domestic versus foreign) x 2 (Consumers’ ethnocentrism: high versus low) x 2 (Consensus level: high versus low) between-subjects experiment was used. As experimental stimuli, four fictitious online retailing web pages including product reviews about a laptop computer (negative review of a domestic brand with high consensus, negative review of a domestic brand with low consensus, negative review of a foreign brand with high consensus, and negative review of a foreign brand with low consensus) were created. An Analysis of Covariance (ANCOVA) was run to test the hypothesized relationships with prior attitude toward target brand as a covariate. The results showed that there was a significant two-way interaction effect between brand origin and consumer ethnocentrism on attitude change. Consistent with predictions, when consumers’ ethnocentrism levels were high, consumers exposed to the negative review of the foreign brand exhibited significantly greater attitude change than did those exposed to the negative review of the domestic brand in a less favorable way. In contrast, when consumers’ ethnocentrism levels were low, no difference appeared between the negative review of the domestic brand and the negative review of the foreign brand in attitude change. When exposed to the negative review, attitude toward the brand was degraded for less ethnocentric consumers regardless of brand origin. Further, three-way interaction effects among brand origin, consumer ethnocentrism, and consensus level on attitude change were found. Under high-consensus condition, a negative review of the foreign brand led highly ethnocentric consumers’ brand attitudes to deteriorate, compared to a negative review of the domestic brand. Contrarily, for less ethnocentric consumers, however, there was no difference between the negative review of the domestic brand and the negative review of the foreign brand in attitude change. Under low-consensus condition, there was no difference between highly and less ethnocentric consumers in attitude change. The findin... With the growth of Web 2.0 technologies, more and more consumers share product-related information with many other consumers on various web platforms, such as product review websites (e.g., epinions.com), brand websites (e.g., dell.com), retailer websites (e.g., amazon.com), and social media. However, the question of how credible such product information is has arisen. On the Internet, the anonymous nature of consumer product reviews makes it difficult for consumers to evaluate review quality and credibility. Due to the lack of assurance of product review veracity, consumers often depend on cues to evaluate the review content accurately. One of such cues is the valence of the review: either positive or negative. Between these two valences, negative reviews have been known to be more attention getting and diagnostic than positive reviews. Thus, this study only focused on negative reviews. Another cue can be the consensus level of the review (i.e., the degree to which other consumers agree with the product opinion of the reviewer). Finally, consumers may consult the brand origin of the target brand in product reviews (either domestic or foreign brand). To date, however, little research has focused on the role of consumer ethnocentrism on brand evaluations in the context of online product reviews, despite today’s consumers often being exposed to both domestic and foreign brand product reviews in a globalized economy where major firms have multiple international branches. Thus, the purpose of this study is to examine how different cues influence consumers’ responses to negative online reviews about domestic and foreign brands. Toward that end, this study explores how a consumer’s personality trait (level of ethnocentrism) interacts with brand origin and a property of the medium (consensus information) to influence his or her brand attitude. To test the proposed hypotheses, a 2 (Brand origin: domestic versus foreign) x 2 (Consumers’ ethnocentrism: high versus low) x 2 (Consensus level: high versus low) between-subjects experiment was used. As experimental stimuli, four fictitious online retailing web pages including product reviews about a laptop computer (negative review of a domestic brand with high consensus, negative review of a domestic brand with low consensus, negative review of a foreign brand with high consensus, and negative review of a foreign brand with low consensus) were created. An Analysis of Covariance (ANCOVA) was run to test the hypothesized relationships with prior attitude toward target brand as a covariate. The results showed that there was a significant two-way interaction effect between brand origin and consumer ethnocentrism on attitude change. Consistent with predictions, when consumers’ ethnocentrism levels were high, consumers exposed to the negative review of the foreign brand exhibited significantly greater attitude change than did those exposed to the negative review of the domestic brand in a less favorable way. In contrast, when consumers’ ethnocentrism levels were low, no difference appeared between the negative review of the domestic brand and the negative review of the foreign brand in attitude change. When exposed to the negative review, attitude toward the brand was degraded for less ethnocentric consumers regardless of brand origin. Further, three-way interaction effects among brand origin, consumer ethnocentrism, and consensus level on attitude change were found. Under high-consensus condition, a negative review of the foreign brand led highly ethnocentric consumers’ brand attitudes to deteriorate, compared to a negative review of the domestic brand. Contrarily, for less ethnocentric consumers, however, there was no difference between the negative review of the domestic brand and the negative review of the foreign brand in attitude change. Under low-consensus condition, there was no difference between highly and less ethnocentric consumers in attitude change. The findings of...

경제 블로킹의 상황적 이슈에 따른 자민족 중심주의가 국산 제품과 외국산 제품에 대한 평가 및 브랜드 간섭효과에 관한 연구

고지숙(Go, Ji Sook),이경은(Lee, Kyung Eun),나운봉(Na, Woon Bong) 한국상품학회 2020 商品學硏究 Vol.38 No.5

본 연구는 자민족 중심주의를 유발하는 상황 하에서 외국산 제품과 국산 제품의 품질을 판단함에 있어 자민족 중심주의가 제품평가에 직접적인 영향을 미칠 것인가를 중점적으로 살펴보았다. 구체적으로 선행연구들은 자민족 중심주의 성향이 소비자의 반응과 관련하여 외국산 제품에 대한 태도에 부정적인 관계가 있다는 단편적인 연구들이 주를 이루고 있었다면, 본 연구는 제품 유형(실용재 vs. 쾌락재), 관여도(저관여 vs. 고관여), 브랜드 간섭효과(제시 vs. 미제시) 등 다양한 변수들의 효과를 세밀하게 규명하고자 하였다. 연구결과를 요약하면 다음과 같다. 자민족 중심주의가 높은 소비자는 낮은 소비자보다 외국산 제품을 부정적으로 평가하는 반면에 국산 제품을 긍정적으로 평가하는 것으로 나타났다. 이러한 결과는 제품유형과 관여도에 따른 차이가 발생하지 않는 것으로 나타났다. 더 나아가 자민족 중심주의에 따른 제품평가가 브랜드 제시로 인해 개선되는 브랜드 간섭효과가 나타나는지 살펴보았다. 그 결과, 외국산 제품의 경우에는 브랜드 간섭효과로 인하여 자민족 중심주의가 높은 집단과 낮은 집단 모두에서 제품 평가가 더 긍정적으로 개선되는 것으로 나타났다. 반면, 국산 제품의 경우에는 자민족 중심주의가 낮은 집단에서만 브랜드 제시로 인해 제품평가가 개선되는 브랜드 간섭효과가 나타났다. 본 연구결과를 토대로 자민족 중심주의가 제품평가에 미치는 영향에 대한 이론적, 실무적 시사점을 제공하였다. This study examined that consumer ethnocentrism influences product quality evaluation toward foreign products and domestic products in situation induced by patriotism. Previous studies have focused on fragmentary studies that showed that consumer ethnocentrism had a negative relationship with the quality evaluation of foreign products. Therefore, this study sheded light on clarifying the effects of various variables such as product type, degree of involvement, and brand interference effects. The results can be summarized as follows: First, while consumers with high ethnocentrism evaluated foreign products more negatively than consumers with low ethnocentrism, consumers with high ethnocentrism evaluated domestic products more positively than consumers with low ethnocentrism. However, these results showed that there was no moderating effect depending on product type and involvement. Furthermore, we investigated whether the difference in product quality evaluation based on consumer ethnocentrism resulted in improved interference effects due to brand presentation. As a result, brand interference effects were seen in both high and low consumer ethnocentrism groups in the case of foreign products, while brand interference effects were only seen in low consumer ethnocentrism groups in the case of domestic products. Based on the results of this study, theoretical and practical implications were provided on the impact of consumer ethnocentrism on product quality evaluation.

CONSUMER SATISFACTION AS A SUPPRESSOR VARIABLE IN THE CONSUMER ETHNOCENTRISM-REPURCHASE INTENTION RELATIONSHIP

Ahmad Daryanto,Nicholas Alexander 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.7

Consumer ethnocentrism (CET) has been widely research in various marketing contexts since the construct was identified by Shimp and Sharma (1987) in their seminal paper. The central tenet of consumer ethnocentrism theory is that consumer ethnocentrism will have a negative effect on foreign product purchase intention and a positive effect on willingness to purchase home country products. So far, the role of satisfaction has not been integrated into the CET model. The satisfaction-repurchase relationship has also received considerable attention in the marketing literature whereby satisfaction is found to have a direct positive effect on repeat purchase. Anecdotal evidence suggests that both satisfaction and consumer ethnocentrism will have a joint effect on willingness to repurchase a home country product, especially when foreign competitor products are seen as a threat in the domestic markets. However, it remains unclear how satisfaction and consumer ethnocentrism jointly affect purchase intentions. In this research we examine the dynamics of the two constructs. This study considers South Korean consumers’ willingness to repurchase the Samsung Galaxy smartphone and examine the interrelationship among the above variables. The findings of the study suggest that consumer ethnocentrism moderates the satisfaction-repurchase intention relationship or vice versa and satisfaction and consumer ethnocentrism are mutual cooperative suppressors for repurchase intention. This study highlights that the effect of consumer ethnocentrism on repurchase intention will be stronger when consumers are satisfied with the product.

THE BEHAVIORAL EFFECTS OF CONSUMER ETHNOCENTRISM: THE ROLE OF BRAND, PRODUCT CATEGORY AND COUNTRY OF ORIGIN

George Balabanis,Nikoletta-Theofania Siamagka 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.3

The limited available empirical evidence indicates that consumer ethnocentrism does not have a uniform effect on consumer buying (e.g., Klein, Ettenson & Morris 1998; Suh & Kwon 2002). The paper comes to address this gap by investigating the inconsistency of ethnocentric behaviours and the factors underlying such inconsistencies. More specifically, brand, product category and country of origin (COO) effects are examined for their impact on behavioural consumer ethnocentric bias. Contrary to the main stream of research in this area, which concentrates on general attitudes towards the products or buying intentions (e.g., Balabanis & Diamantopoulos 2004; Poon et al. 2010; Sharma etal. 1995; Shimp & Sharma 1987; Verlegh 2007; Wang & Chen 2004) this paper focuses on behavioural outcomes of consumer ethnocentrism. In addition, it adopts a more focused approach and examines the impact of consumer ethnocentrism on the purchase of specific brands, rather than the impact of consumer ethnocentrism on general product categorisations or simple foreigndomestic product dichotomies. Hypotheses are developed to explain observed differences in the behavioural effects of consumer ethnocentrism. The hypotheses are tested on a sample of 468 US consumers involving purchases in 10 product categories, 432 brands and 22 countries of origin. Results confirm that product category is an important determinant of the behavioural effects of consumer ethnocentrism. Consumer ethnocentrism was found to have an impact on the purchases of the most expensive product categories rather than the frequently purchase convenient items. There is also some limited evidence regarding the moderating role of globalness of brands on the relationship between consumer ethnocentrism and purchase behaviour. The cultural proximity of the country of origin of foreign brands was found to have no effect on the purchasing behaviour of ethnocentric consumers.

CONSUMER SATISFACTION AS A SUPPRESSOR VARIABLE IN THE CONSUMER ETHNOCENTRISM-REPURCHASE INTENTION RELATIONSHIP

Ahmad Daryanto,Nicholas Alexander 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.10

Consumer ethnocentrism (CET) has been widely research in various marketing contexts since the construct was identified by Shimp and Sharma (1987) in their seminal paper. The central tenet of consumer ethnocentrism theory is that consumer ethnocentrism will have a negative effect on foreign product purchase intention and a positive effect on willingness to purchase home country products. So far, the role of satisfaction has not been integrated into the CET model. The satisfaction-repurchase relationship has also received considerable attention in the marketing literature whereby satisfaction is found to have a direct positive effect on repeat purchase. Anecdotal evidence suggests that both satisfaction and consumer ethnocentrism will have a joint effect on willingness to repurchase a home country product, especially when foreign competitor products are seen as a threat in the domestic markets. However, it remains unclear how satisfaction and consumer ethnocentrism jointly affect purchase intentions. In this research we examine the dynamics of the two constructs. This study considers South Korean consumers’ willingness to repurchase the Samsung Galaxy smartphone and examine the interrelationship among the above variables. The findings of the study suggest that consumer ethnocentrism moderates the satisfaction-repurchase intention relationship or vice versa and satisfaction and consumer ethnocentrism are mutual cooperative suppressors for repurchase intention. This study highlights that the effect of consumer ethnocentrism on repurchase intention will be stronger when consumers are satisfied with the product.

THE BEHAVIORAL EFFECTS OF CONSUMER ETHNOCENTRISM: THE ROLE OF BRAND, PRODUCT CATEGORY AND COUNTRY OF ORIGIN

George Balabanis,Nikoletta-Theofania Siamagka 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.7

The limited available empirical evidence indicates that consumer ethnocentrism does not have a uniform effect on consumer buying (e.g., Klein, Ettenson & Morris 1998; Suh & Kwon 2002). The paper comes to address this gap by investigating the inconsistency of ethnocentric behaviours and the factors underlying such inconsistencies. More specifically, brand, product category and country of origin (COO) effects are examined for their impact on behavioural consumer ethnocentric bias. Contrary to the main stream of research in this area, which concentrates on general attitudes towards the products or buying intentions (e.g., Balabanis & Diamantopoulos 2004; Poon et al. 2010; Sharma etal. 1995; Shimp & Sharma 1987; Verlegh 2007; Wang & Chen 2004) this paper focuses on behavioural outcomes of consumer ethnocentrism. In addition, it adopts a more focused approach and examines the impact of consumer ethnocentrism on the purchase of specific brands, rather than the impact of consumer ethnocentrism on general product categorisations or simple foreigndomestic product dichotomies. Hypotheses are developed to explain observed differences in the behavioural effects of consumer ethnocentrism. The hypotheses are tested on a sample of 468 US consumers involving purchases in 10 product categories, 432 brands and 22 countries of origin. Results confirm that product category is an important determinant of the behavioural effects of consumer ethnocentrism. Consumer ethnocentrism was found to have an impact on the purchases of the most expensive product categories rather than the frequently purchase convenient items. There is also some limited evidence regarding the moderating role of globalness of brands on the relationship between consumer ethnocentrism and purchase behaviour. The cultural proximity of the country of origin of foreign brands was found to have no effect on the purchasing behaviour of ethnocentric consumers.

애국심이 제품평가에 미치는 영향

홍성태(Hong Sung-TAI),강동균(Kang Dong Kyoon) 한국유통학회 2010 流通硏究 Vol.15 No.2

본 연구에서는 애국심이 자국 및 외국 제품 평가에 미치는 영향을 실증적으로 분석하였다. 또한 애국심과 제품평가 간의 관계에 있어 소비자 자민족중심주의의 매개변수적 영향력을 분석하였다. 실증분석을 위해 서울 소재 대학에 재학 중인 학부생과 대학원생을 대상으로 설문조사를 실시하였다. 조사결과 애국심은 외국제품 평가에는 영향을 미치지 않는 것으로 나타났으나, 자국제품 평가에는 긍정적 영향을 미치는 것으로 나타났다. 또한 소비자 자민족중심주의는 애국심과 자국제품 평가 간의 관계를 매개하는 것으로 나타났다. 실증분석 결과를 토대로 연구의 의의를 논하였으며, 유통관리 측면에서의 시사점을 제시하였다. 끝으로 연구의 한계점과 향후 연구방향을 제안하였다. Most of studies on patriotism in the marketing area have focused on ethnocentric tendencies observed in consumption behaviors. On the contrary, there have been few empirical studies on how patriotism in the general sense, indicating affection for, attachment to, and pride in the country, influences consumers' evaluation of domestic and foreign products. Given the current situation that marketing activities appealing to people's patriotism is increasing, this is somewhat surprising. Thus, this study examined empirically how patriotism influences people's evaluation of domestic and foreign products. In addition, we tested whether consumer ethnocentrism works as an intervening variable in the relation between patriotism and product evaluation. The empirical analysis was conducted through a questionnaire survey of undergraduate and graduate students at universities in Seoul. The survey asked about the respondents' patriotism, consumer ethnocentrism, domestic product evaluation, foreign product evaluation, and demographical characteristics. In foreign product evaluation, the respondents were requested to evaluate Chinese and Japanese products. Email was used to send and recover the questionnaires, and 135 replies were used in the analysis. Major findings from the empirical analysis are as follows. First, a significant relationship was observed between patriotism and domestic product evaluation. That is, patriotic participants evaluated domestic products more favorably. On the other hand, no significant relationship was observed between patriotism and foreign product evaluation(See Table 1-1 and 1-2). 〈표 삽입〉 Next, the effect of patriotism on domestic product evaluation was mediated by consumer ethnocentrism. However, whether the effect of patriotism on domestic product evaluation is mediated by consumer ethnocentrism partially or fully was different according to product(See Table 2-1 and 2-2). 〈표삽입〉 Lastly, we tried to analyze the relation between consumer ethnocentrism and product evaluation and comparing the results with findings of previous researches. According to the results, a significant relationship was observed between consumer ethnocentrism and domestic product evaluation but not between consumer ethnocentrism and foreign product evaluation. The meanings of this study are as follows. First, there have been few marketing studies that investigated the relation between patriotism and product evaluation. Thus, this study is meaningful in that it supplemented the limitation of previous research. Second, consumer ethnocentrism was found to mediate the relation between patriotism and domestic product evaluation. Considering the absence of previous research that examined the role of consumer ethnocentrism as an intervening variable, this study is significant in that it expanded the scope of research on consumer ethnocentrism. Third, from the practical aspect, the results of this study suggest that marketing appealing to patriotism is effective in stimulating consumers' purchase and consumption of domestic products. Accordingly, such a marketing strategy is expected to be effective in protecting domestic markets from imported goods and overseas brands and to increase demands for domestic products and brands. However, there is the question of whether the effect of patriotism based marketing strategies in promoting demand for domestic products would persist. That is, this study could not find a significant relation between patriotism and foreign product evaluation, and this means that the increase in patriotism for the home country does not damage people's view to the quality of foreign products negatively. Accordingly, without change in people's perception of foreign products, it is highly likely that the increase in demand for domestic products or brands induced by patriotism elevated at a specific time or situation may not last long. Fourth, the results of this study sugg

자문화중심주의(Ethnocentrism)와 다문화교육자의 리더십

MOONSUN AE SOPHIA 한국종교교육학회 2011 宗敎敎育學硏究 Vol.37 No.-

The phenomena of multiculturalism in Korea have brought about significant change in the social demography of Korea. Here has stood out a need to educate multicultural families and their offsprings including North Korean defectors as well as alien workers and international marriage migrants, who are getting increased every year. Particularly, international marriage families have struggled with language gap or cultural difference between children and parents and cultural shock even within the boundary of a family. The foremost problem to overcome seems to be ethnocentrism in a multicultural society. Those multicultural educators influenced by ethnocentrism bear the limitation in leadership as an educator. Ethnocentrism they hold tends to come into conflict with culture either consciously or unconsciously while performing their education in multiculturalism: never easy to achieve the result of education. Educational concern in a multicultural society will be above all things a culturally focused education. At the core, then, are the ethnocentrism influential in education, the multicultural education required of overcoming ethnocentrism, and the leadership as the competence of multicultural educators which is necessary for the education. This paper stresses and reviews what is important is the leadership as the competence of multicultural educators to make the education that is practiced in Korea become a genuinely multicultural. It is also to review the leadership of existing educators in multiculturalism. And then, it discusses about the leadership of multicultural educators to overcome ethnocentrism. For a conclusion, it adds a recommendation for religious education in a multicultural society.

중국소비자의 자민족중심주의가 한·미 친환경 자동차 구매행동에 미치는 영향에 대한 비교연구

이유경,리우위 한국무역연구원 2023 무역연구 Vol.19 No.4

Purpose – China is one of the most fast-growing green automobile market. However, it is not easy to enter the Chinese green automobile market for global automaker companies. One of the entry barriers into Chinese green automobile market is Chinese consumers’ ethnocentrism. Political and economic conflicts between China and major exporting countries seem further intensify the ethnocentrism of Chinese consumers. Therefore, the study tries to empirically test whether the Chinese consumer ethnocentrism negatively affect consumers’ attitude and behavior to Korean vs. U.S. green automobiles. Design/Methodology/Approach – The study collected 423 Chinese consumer samples at the automobile exhibition in China and analyze the data using structural equation modeling with AMOS22. Findings – The study results show that Chinese consumer ethnocentrism is negatively related with product perceived social value and trust for Korean green automobiles, while Chinese consumer ethnocentrism is negatively related with only product perceived social value for U.S. green automobiles. Meanwhile, Chinese consumer ethnocentrism has no significant impacts on purchase intention for Korean and U.S. green automobiles. Research Implications – The study results serve an evidence how global green automobile companies respond to consumer ethnocentrism in China. The study also presents theoretical and practical implications for building a successful international marketing strategy for green automobile market in China.