한·중 패션제품 소비자 불평행동의도에 미치는 영향요인 분석(Ⅰ) -불평행동 특성을 중심으로-
A Comparative Study on the Cross-cultural Complaint Intention of South Korean and Chinese Consumers regarding Fashion Products (Ⅰ) -Focused on the Traits of Complaining Behavior-
0
조회
0
다운로드
3
인용
0
참고문헌
키워드
초록
This study investigated if there are differences between Korean and Chinese consumers among the determinants of consumer complaint intention, type of complaint intention, and traits of complaining behavior. Sample subjects used in this study were female college students in Jeollabukdo and Jeollanamdo, Korea and Yunnam, China. Questionnaire data from 780 college students(Korea: 441, China: 339) were analyzed through a reliability analysis, factor analysis, frequence, mean, and multiple regression analysis. The results of the study were as follows. First, complaint intention of college students was divided into 3 factors, voice, private, and third party. Second, the findings of regression analysis for the total sample showed that the determinants of the factor 'voice' were the country, salespeople, product involvement, complaint cost, psychological tension, and social benefit. Whereas, the determinants of the factor 'private' were the producer, product involvement, psychological tension, and social benefit. Also, the determinants of the factor 'third party' were the country, oneself, salespeople, complaint cost, personal norms, and social benefit. Third, significant differences were indicated in the determinants of the 'voice', 'private' and 'third party' factors of complaint intention between Korean and Chinese consumers. Fourth, the complaint intention factors of 'voice' and 'third party' of Chinese consumers were higher than Korean consumers. Fifth, the attributions to dissatisfaction of Korean consumers were higher than Chinese consumers, and the product involvement, possibility for success, and consumer complaint attitudes of Chinese consumers were revealed to be higher than Korean consumers.
Abstract
This study investigated if there are differences between Korean and Chinese consumers among the determinants of consumer complaint intention, type of complaint intention, and traits of complaining behavior. Sample subjects used in this study were female college students in Jeollabukdo and Jeollanamdo, Korea and Yunnam, China. Questionnaire data from 780 college students(Korea: 441, China: 339) were analyzed through a reliability analysis, factor analysis, frequence, mean, and multiple regression analysis. The results of the study were as follows. First, complaint intention of college students was divided into 3 factors, voice, private, and third party. Second, the findings of regression analysis for the total sample showed that the determinants of the factor 'voice' were the country, salespeople, product involvement, complaint cost, psychological tension, and social benefit. Whereas, the determinants of the factor 'private' were the producer, product involvement, psychological tension, and social benefit. Also, the determinants of the factor 'third party' were the country, oneself, salespeople, complaint cost, personal norms, and social benefit. Third, significant differences were indicated in the determinants of the 'voice', 'private' and 'third party' factors of complaint intention between Korean and Chinese consumers. Fourth, the complaint intention factors of 'voice' and 'third party' of Chinese consumers were higher than Korean consumers. Fifth, the attributions to dissatisfaction of Korean consumers were higher than Chinese consumers, and the product involvement, possibility for success, and consumer complaint attitudes of Chinese consumers were revealed to be higher than Korean consumers.
참고문헌 (24)
- 백병성, "소비자 불평행동 결정요인: 한국과 미국의 비교를 중심으로", 소비자학연구, 20(3), pp.75~98 (2009), 한국소비자학회
- 최윤영, "인터넷 쇼핑몰 의류상품 구매자의 불평행동 특성에 관한 연구", 한국의류산업학회지, 6(5), pp.595~604 (2004), 한국의류산업학회
- 황종호, "레스토랑 고객의 불평태도, 불평의도, 불평행동에 관한 연구", 관광레저연구, 14(3), pp.409~428 (2002), (사)한국관광레저학회
- Hong, K., "A study on clothing complaining behavior : Taxonomy, cause and type", Journal of the Korean Society of Clothing and Textiles, 23(1), pp.90~98 (1999)
- Kim, D., "New consumer behavior" (2010), Bakyoungsa
- Kim, H., "A study on the influential factors on e-consumer complaint behavior in internet shopping- A comparative study between Korean and Chinese undergraduate students", master, pp.2011
- Kim, S., "The complaining behavior process after purchase of the women's wear", The Journal of The Korean Society of Costume, 42, pp.91~112 (1999)
- Kim, T., "New distribution revolution. -Successful strategy of tele-marketing" (1999), Oreum
- 김윤정, "소비자의 점포인식과 불평행동 결정요인이 불평행동의도에 미치는 영향: 대형마트와 전통시장을 중심으로", Family and Environment Research, 54(2), pp.119~130 (2016), 대한가정학회
- Lee, H., "Consumer behavior" (2015), Bupmunsa
- 이장로, "한국 미국 소비자 e-불평행동의 수렴과 상이:e-소비자불평행동 유형 정립을 위한 탐색적 연구", 국제경영연구, 18(3), pp.83~111 (2007), 한국국제경영학회
- 이옥희, "중국 중서부 지역(운남성) 대학생들의 소비행동 연구(제1보): 물질주의성향에 따른 소비자태도와 의복구매행동분석", 패션 비즈니스, 18(1), pp.50~65 (2014), 한국패션비즈니스학회
- 이수진, "화장품 구매고객의 불평행동 연구-불평처리 경험전과 후의 불평행동 변화를 중심으로-", 한국의류학회지, 33(2), pp.288~298 (2009), 한국의류학회
- Liuxia, "A comparative study of online shopping mall consumer complaint behavior between Korea and China, Korea University", master, pp.2009
- 박지훈, "국가 간 소비자불평의도 선행요인에 관한 비교 연구", 경영학연구, 38(4), pp.1085~1114 (2009), 한국경영학회
- Richins, M. L., "A multi-variate analysis of responses to dissatisfaction", Journal of the Academy of Marketing Science, 15, pp.24~31 (1987)
- Singh, J., "Determinants of consumers decisions to seek third party redress : An empirical study of dissatisfied patients", Journal of Consumer Affairs, 23(2), pp.329~363 (1989)
- Singh, J., "A Typology of consumer dissatisfaction response style", Journal of Retailing, 66(1), pp.57~99 (1990)
- "White consumer, propose with right developmentally" (2013)[URL]
- Ye, J., "Complaint behavior of e-consumer. Asan Foundation Research Studies" (2003), Jipmoondang
- 유소이, "휴대폰서비스에 대한 소비자의 불평행동유형과 불평행동 후 만족에 관한 연구", 소비자학연구, 13(3), pp.7~168 (2002), 한국소비자학회
- Yu, H., "Consumer satisfaction", dissatisfaction and complaining behavior of clothing cable TV home shoppers, 2001, pp.25(6), 1143~1154
- Yun, H., "The study on women's responses to discounting claims and complaining behavior in clothing products", Korean Journal of Human Ecology, 9(4), pp.491~503 (2000)
- 주혁균, "한․중 소비자의 소셜커머스 이용 불평행동 및 재구매의도에 관한 연구", 소비자학연구, 23(2), pp.225~248 (2012), 한국소비자학회