글로벌 소비자 문화 수용성의 결정변수
Determinants of susceptibility to global consumer culture
2
조회
0
다운로드
2
인용
0
참고문헌
키워드
초록
The purpose of this study is to identify the determinants of the susceptibility of global consumer culture. As determinants, materialism and self monitoring as psychological variables and fashion clothing product knowledge as clothing-related variable were included. It was hypothesized that both psychological variables and clothing-related variable influence susceptibility of global consumer culture. Data were gathered by surveying university students in Seoul metropolitan area, using convenience sampling, and 311 questionnaires were used in the statistical analysis. In analyzing data, exploratory factor analysis using SPSS and confirmatory factor analysis and path analysis using AMOS were conducted. Factor analysis of susceptibility of global consumer culture revealed four dimensions, ‘social prestige’ factor, ‘quality perception’ factor, ‘conformity to others’ factor, and ‘conformity to consumption trend’ factor. In addition, factor analysis of self monitoring revealed three dimensions, ‘center-oriented attention’ factor, ‘situation-appropriate self-presentation’ factor, and ‘strategic displays of self-presentation’ factor. The results showed that all the fit indices for the variable measures were quite acceptable. In addition, the overall fit of the model suggests that the model fits the data well. Tests of the hypothesized path show that all variables except for the one factor of self monitoring, ‘center-oriented attention’, and materialism influence all the factors of susceptibility of global consumer culture. The implications of these findings and suggestions for future study are also discussed.
Abstract
The purpose of this study is to identify the determinants of the susceptibility of global consumer culture. As determinants, materialism and self monitoring as psychological variables and fashion clothing product knowledge as clothing-related variable were included. It was hypothesized that both psychological variables and clothing-related variable influence susceptibility of global consumer culture. Data were gathered by surveying university students in Seoul metropolitan area, using convenience sampling, and 311 questionnaires were used in the statistical analysis. In analyzing data, exploratory factor analysis using SPSS and confirmatory factor analysis and path analysis using AMOS were conducted. Factor analysis of susceptibility of global consumer culture revealed four dimensions, ‘social prestige’ factor, ‘quality perception’ factor, ‘conformity to others’ factor, and ‘conformity to consumption trend’ factor. In addition, factor analysis of self monitoring revealed three dimensions, ‘center-oriented attention’ factor, ‘situation-appropriate self-presentation’ factor, and ‘strategic displays of self-presentation’ factor. The results showed that all the fit indices for the variable measures were quite acceptable. In addition, the overall fit of the model suggests that the model fits the data well. Tests of the hypothesized path show that all variables except for the one factor of self monitoring, ‘center-oriented attention’, and materialism influence all the factors of susceptibility of global consumer culture. The implications of these findings and suggestions for future study are also discussed.
참고문헌 (56)
- Alden, D. L, "Brand positing through advertising in Asia, North America, and Europe : The role of global consumer culture", Journal of Marketing, 63(1), pp.75~87 (1999)
- Auty, S., "Fashion involvement, self-monitoring and the meaning of brands", Journal of Product & Brand Management, 7(2), pp.109~123 (1998)
- Bae, B. R., "Structural equation modeling with Amos 19: Principles and practice" (2011), Chungram
- Barder, N, "Influence of wine packaging on consumers’ decision to purchase", Journal of Foodservice Business Research, 9(4), pp.83~98 (2006)
- Becherer, R. C., "Self-monitoring as a moderating variable", Journal of Consumer Research, 5(3), pp.159~163 (1978)
- Belk, R. W., "Materialism : Trait aspects of living in the material world", Journal of Consumer Research, 12(3), pp.265~280 (1985)
- Belk, R. W., "Three scales to measure constructs related to materialism : Reliability, validity, and relationships to measures of happiness", Advances in Consumer Research, 11(1), pp.291~297 (1984)
- Belk, R. W., "The fire of desire : A multisited inquiry into consumer passion", Journal of Consumer Research, 30(3), pp.326~351 (2003)
- Chang, L. C., "Materialism as an attempt to cope with uncertainty", Psychology & Marketing, 19(5), pp.389~406 (2002)
- Cleveland, M., "Acculturation to the global consumer culture : Scale development and research paradigm", Journal of Business Research, 60(3), pp.249~259 (2007)
- Cleveland, M., "Cosmopolitanism, consumer ethnocentrism, and materialism : An eight-country study of antecedents and outcomes", Journal of International Marketing, 17(1), pp.116~146 (2009)
- DeBono, K. G., "Self-monitoring and consumer psychology", Journal of Personality, 74(3), pp.715~737 (2006)
- Dholakia, U. M., "How social influence affects consumption trends in emerging markets : An empirical investigation of the consumption convergence hypothesis", Psychology &Marketing, 21(10), pp.775~797 (2004)
- Enger, J. F., "Consumer behavior" (1993), The Dryden Press
- Flynn, L. R., "A short, reliable measure of subjective knowledge", Journal of Business Research, 46(1), pp.57~66 (1990)
- Ger, G., "I’d like to buy the world of Coke : Consumptionscapes of the"less affluent world"", Journal of Consumer Policy, 19(3), pp.271~304 (1996)
- Goodey, C., "Testing the maven concept", Journal of Marketing Management, 24(3), pp.265~282 (2008)
- Graeff, T. R., "Image congruence effects on product evaluations: The role of self-monitoring and public", private consumption, 1996, pp.13(5), 481~499
- Harnish, R. J., "Social influence : The role of self-monitoring when making social comparison", Psychology & Marketing, 23(11), pp.961~973 (2006)
- Holt, D. B., "How global brands compete", Harvard Business Review, 82(9), pp.68~75 (2004)
- Hwang, J. I., "Effects of experience providers and brand experience based on types of global fashion products and consumers’ involvement on brand satisfaction and loyalty", doctor, pp.2013
- 전경숙, "글로벌 소비자문화 수용성에 관한 연구-타당성과 소비자동조성 및 글로벌 패션브랜드 구매태도와의 관련성-", 한국의류학회지, 33(9), pp.1419~1429 (2009), 한국의류학회
- 전경숙, "의복 의사 결정 자신감의 결정변수 - 소비자 동조성, Vanity, 의복 지식 -", 복식문화연구, 18(3), pp.476~487 (2010), 복식문화학회
- Kasser, T., "A dark side of the American dream : Correlates of financial success as a central life aspiration", Journal of Personality and Social Psychology, 65(2), pp.410~422 (1993)
- Kavak, B., "Examining the effects of moral development level, self-concept, and self-monitoring on consumers’ethical attitudes", Journal of Business Ethics, 88(1), pp.115~135 (2009)
- Kim, H. Y., "The effect of spa brand personality on identification of fashion consumer and brand loyalty", master, pp.2012
- Kim, M. J., "A study on the degree of self-monitoring, situation and the appeal type of advertising impact on inner", Journal of the Korean Society of Clothing and Textiles, 22(2), pp.267~278 (1998)
- Kurt, D., "The influence of friends on consumer spending : The role of agency communion orientation and self-monitoring", Journal of Marketing Research, 48(4), pp.741~754 (2011)
- 이혜주, "개인적 특성과 사회적 기능 태도가 명품 구매의도에 미치는 영향", 한국의류학회지, 37(7), pp.922~934 (2013), 한국의류학회
- Lee, S. H., "The effects of variables on fashion luxury brand purchasing behavior", Journal of the Korean Society of Clothing and Textiles, 27(11), pp.1241~1251 (2003)
- 이선재, "물질주의 성향 및 사회화대행자의 태도가 의복의 상징적 소비에 미치는 영향", 한국의류학회지, 28(12), pp.1562~1570 (2004), 한국의류학회
- Lim, M. H., "The effect of product benefit on brand attachment and brand commitment", master, pp.2007
- O’Cass, A., "Consumer self-monitoring, materialism and involvement in fashion clothing", Australasian Marketing Journal, 8(1), pp.46~60 (2001)
- O'Cass, A., "Fashion clothing consumption : Antecedents and consequences of fashion clothing involvement", European Journal of Marketing, 38(7), pp.869~882 (2004)
- Okazaki, S., "Global consumer culture positioning : Testing perceptions of soft-sell and hard-sell advertising appeals between U. S. and Japanese consumers", Journal of International Marketing, 18(2), pp.20~34 (2010)
- Park, C. W., "Consumer knowledge assessment : How product experience and knowledge of brands, attributes, and features affects what we think", Advances in Consumer Research, 19(1), pp.193~198 (1992)
- 박혜정, "패션스타일 지향성의 선행변수", 복식문화연구, 21(5), pp.639~654 (2013), 복식문화학회[DOI]
- Park, H. J., "Fashion Savvy:Conceptualization and measurement", Proceedings of the Korean Society for Clothing Industry, Spring Conference, pp.233~235 (2011)
- Park, H. J., "Cultural value, consumption value, and global brand image: A crossnational study", Psychology & Marketing, 26(8), pp.714~735 (2009)
- Quelch, J., "Global brands: Taking stock", Business Strategy Review, 10(1), pp.1~14 (1999)
- Richens, M. L., "The material values scale : Measurement properties and development of a short form", Journal of Consumer Research, 31(1), pp.209~219 (2004)
- Richens, M. L., "A consumer vales orientation for materialism and its measurement : Scale development and validation", Journal of Consumer Research, 19(3), pp.303~316 (1992)
- Richins, M. L., "Special possessions and the expression of material values", Journal of Consumer Research, 21(3), pp.522~533 (1994)
- Rosenbloom, A., "Global brands in the context of China : Insights into Chinese consumer decision making", International Journal of China Marketing, 3(1), pp.20~43 (2012)
- Snyder, M., "Self-monitoring of expressive behavior", Journal of Personality and Social Psychology, 30(4), pp.526~537 (1974)
- Snyder, M., "Selling images versus selling products : Motivational foundations of consumer attitudes and behavior", Advances in Consumer Research, 16(1), pp.306~311 (1989)
- Snyder, M., "On the nature of self-monitoring : Matters of assessment, matters of validity", Journal of Personality and Social Psychology, 51(1), pp.125~139 (1986)
- Song, W. J., "A study on the relationship between the cognition of 4P and purchase intention to global SPA brands- Focused on the Korean and Chinese consumers", master, pp.2012
- Steenkamp, J. B., "How perceived brand globalness creates brand value", Journal of International Business Studies, 34(1), pp.53~65 (2003)
- Strizhakova, Y., "The young adult cohort in emerging markets : Assessing their global cultural indentity in a global marketplace", International Journal of Research in Marketing, 29(1), pp.43~54 (2012)
- Wang, J., "Materialism, status signaling, and product satisfaction", Journal of the Academy of Marketing Science, 34(4), pp.494~505 (2006)
- Webster, C., "Nationality, materialism, and possession importance", Advances in Consumer Research, 24(1), pp.204~210 (1997)
- Wong, Y. C., "Suppose you own the world and no one knows? Conspicuous consumption, materialism and self", Advances in Consumer Research, 24(1), pp.197~203 (1997)
- Workman, J. E., "Materialism, fashion consumers and gender : A cross-cultural study", International Journal of Consumer Studies, 35(1), pp.50~57 (2011)
- Zhou, L., "Susceptibility to global consumer culture : A three-dimensional scale", Psychology & Marketing, 25(4), pp.336~351 (2008)
- Zukin, S., "Consumers and consumption", Annual Review of Sociology, 30, pp.173~197 (2004)
