소비자들의 소매점 태도 형성에서의 자민족중심주의의 역할 = Role of Ethnocentrism in Consumer Attitude Formation Toward Retail Stores

다국어 초록 (Multilingual Abstract)

Evaluations on Retail store attributes have generally been regarded as major factors forming consumer attitudes toward retail stores. Since the opening of Korean retail market to foreign retailers recently, however, ethnocentrism, which is not a retail store attribute, has attracted many interests in relation with consumer attitude formation toward retail stores. The purpose of current study is to explore roles of ethnocentrism on consumer attitudes formation toward both domestic and foreign retail stores operating in Korea. According to study results, effects of ethnocentrism on consumer attitudes toward retail stores differ depending on nationality of retail stores. In case of domestic retail stores, ethnocentrism has not only a direct effect but also a mediating effect on attitudes toward retail stores. On the contrary, ethnocentrism has a direct effect only on attitudes toward retail stores in case of foreign retail stores. This study also reports relationships between consumer demographic variables and ethnocentrism.