Religious doctrinal commitment: the search for influences on brand and store switching behaviors in South Korea
0
조회
0
다운로드
8
인용
0
참고문헌
키워드
초록
This paper introduces the new concept of religious doctrinal commitment: the degree to which individuals are committed to upholding the religious rules governing conduct in society and life. The study found that there are significant positive relationships between religiosity and religious doctrinal commitment, and that there is a significant positive relationship between individuals with high religious doctrinal commitment and the use of the same religious group members as socialization agents. Also discovered are significant negative relationships between individuals who highly use the same religious group members as socialization agents and their decreased likelihood of switching stores and brands. Further, it was discovered that positive family dispute resolution is significantly and positively influenced by religious doctrinal commitment, but fails to have a negative influence on brand and store switching behavior. In the light of this study, it can be shown that people’s religious doctrinal commitment plays a role in the ways in which a marketer should attempt to reach out to its target market to either persuade or dissuade consumers in regard to switching behavior. Religious consumers depend upon like-minded believers when searching for information about a product and when making their final purchase decisions.
Abstract
This paper introduces the new concept of religious doctrinal commitment: the degree to which individuals are committed to upholding the religious rules governing conduct in society and life. The study found that there are significant positive relationships between religiosity and religious doctrinal commitment, and that there is a significant positive relationship between individuals with high religious doctrinal commitment and the use of the same religious group members as socialization agents. Also discovered are significant negative relationships between individuals who highly use the same religious group members as socialization agents and their decreased likelihood of switching stores and brands. Further, it was discovered that positive family dispute resolution is significantly and positively influenced by religious doctrinal commitment, but fails to have a negative influence on brand and store switching behavior. In the light of this study, it can be shown that people’s religious doctrinal commitment plays a role in the ways in which a marketer should attempt to reach out to its target market to either persuade or dissuade consumers in regard to switching behavior. Religious consumers depend upon like-minded believers when searching for information about a product and when making their final purchase decisions.
참고문헌 (32)
- Allport, G., "The individual and his religion: A psychological interpretation" (1950), Macmillan
- Allport, G., "Personal religious orientation and prejudice", Journal of Personality and Social Psychology, 2, pp.423~443 (1967)[DOI]
- Arnon, S., "Socialization agents and activities of young adolescents", Adolescence, 43, pp.373~397 (2008)
- Choi, Y., "Religion, religiosity, and South Korean consumer switching behaviors", Journal of Consumer Behaviour, 9, pp.157~171 (2010)[DOI]
- Choi, Y., "Religiosity and consumers’ use of product information source among Korean consumers: An exploratory research", International Journal of Consumer Studies, 34, pp.61~68 (2009)[DOI]
- Cosgel, M., "Religious identity and consumption", Review of Social Economy, 62, pp.339~350 (2004)[DOI]
- Djupe, P. A., "Religious brand loyalty and political loyalties", Journal for the Scientific Study of Religion, 41, pp.78~89 (2002)[DOI]
- Ellison, C., "Religious involvement, social ties, and social support in a southeastern community", Journal for the Scientific Study of Religion, 33, pp.46~61 (1994)[DOI]
- Essoo, N., "Religious influences on shopping behavior: An exploratory study", Journal of Marketing Management, 20, pp.683~712 (2004)[DOI]
- Fam, K., "The influence of religion on attitudes towards the advertising of controversial products", European Journal of Marketing, 38, pp.537~555 (2004)[DOI]
- Fischer, J., "Measures for clinical practice (2nd ed.)" (1994), The Free Press
- Fornell, C., "Evaluating structural equation models with unobserved variables and measurement error", Journal of Marketing Research, 18, pp.39~50 (1981)[DOI]
- Fournier, S., "Consumers and their brands: developing relationship theory in consumer research", Journal of Consumer Research, 24, pp.343~373 (1998)[DOI]
- Goeke-Morey, M., "Children and marital conflict resolution:Implications for emotional security and adjustment", Journal of Family Psychology, 21, pp.744~753 (2007)[DOI]
- Grover, R., "Reflection on a simultaneous approach to market segmentation and market structuring", Journal of Marketing Research, 29, pp.474~476 (1992)[DOI]
- Hamby, J., "Some personality correlates of religious orientation. Dissertation Abstract International, Part A", Humanities and Social Sciences, 34, pp.1127~1129 (1973)
- Hota, M., "The relative influence of consumer socialization agents on children and adolescents: Examining the past and modeling the future", European Advances in Consumer Research, 7, pp.119~124 (2006)
- Kahn, B., "The effects of retraction of price promotions on brand choice behavior for variety seeking and last purchase loyal customers", Journal of Marketing Research, 27, pp.279~289 (1990)
- Kim, A., "Characteristics of religious life in South Korea: A sociological survey", Review of Religious Research, 43, pp.291~310 (2002)[DOI]
- McDaniel, S. W., "Consumer religiosity and retail store evaluative criteria", Journal of the Academy of Marketing Science, 18, pp.101~112 (1990)[DOI]
- Mokhlis, S., "Relevancy and measurement of religiosity in consumer behavior research", International Business Research, 2, pp.75~84 (2009)
- Nager, K., "Evaluating the effect of consumer sales promotions on brand loyal and brand switching segments", The Journal of Business Perspective, 13, pp.35~48 (2009)[DOI]
- Nguyen, H. V., "The effects of family structure and socialization influences on compulsive buying: A life course study in Thailand", Journal of Global Academy of Marketing Science, 19, pp.27~39 (2009)[DOI]
- Nunnally, J., "Psychometric Theory (2nd ed.)" (1978), McGraw-Hill
- Rindfleisch, A., "Religiosity and brand commitment: A multicultural perspective", Asia Pacific Advances in Consumer Research, 6, pp.153~154 (2005)
- Saroglou, V., "Values and religiosity: A meta-analysis of studies using Schwartz’s model", Personality and Individual Differences, 37, pp.721~734 (2004)[DOI]
- Schwartz, S., "Value priorities and religiosity in four western regions", Social Psychology Quarterly, 58, pp.88~107 (1995)
- Sheth, J., "Consumer behavior: A managerial perspective (2nd ed.)" (2004), Thomson South-Western
- Siguaw, J., "Effects of religiousness on Sunday shopping and outshopping behaviours: A study of shopper attitudes and behaviours in the American south", The International Review of Retailing, Distribution, and Consumer Research, 7, pp.23~40 (1997)[DOI]
- Straus, M., "The revised conflict tactics scales (CTS2)", Journal of Family Issues, 17, pp.283~316 (1996)[DOI]
- Tarakeshwar, N., "Religion: An overlooked dimension in cross-cultural psychology", Journal of Cross-Cultural Psychology, 34, pp.377~394 (2003)[DOI]
- Terpstra, V., "The cultural environment of international business (3rd ed.)" (1991), South-Western Publishing Company