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문화변용과 대인영향력이 민족중심적 소비자 선호도에 미치는 영향에 관한 연구 – 아시아계 미국인을 중심으로 –

Marketing to Asian Americans: The Impact of Acculturation and Interpersonal Influence on Ethnocentric Consumer Preferences

김경훈|Barry J. Babin|Charles R. Taylor
한국마케팅과학회 (Korean Scholars of Marketing Science)|2005.11|Journal of Global Scholars of Marketing Science(마케팅과학연구) (全球营销科学学报)|제15권 제3호|pp. 187-210

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키워드

민족정체성소비자 문화변용소비자 사회화대인영향력에 대한 민감도민족중심적 소비자 선호도Consumer AcculturationConsumer SocializationSusceptibility to Interpersonal InfluenceEthnic IdentificationEthnocentric Consumer Preferences.
주제분류경영학

초록

소수민족집단의 문화변용은 최근에 매우 중요한 마케팅 연구분야로 각광을 받고 있다. 본 연구는 아시아계 미국인들의 민족중심적 혹은 비 민족중심적인 쇼핑선호도를 개발할 때 영향을 미치는 두 가지 변수인 문화변용과 대인영향력에 대한 민감도의 역할을 파악하는 것을 목적으로 한다. 기존의 연구들은 문화변용의 수준으로서의 민족정체성이 다양한 이민집단 간의 소비패턴의 차이를 가장 설득력 있게 설명할 수 있다는 것을 지적한바 있다. 본 연구의 결과는 민족정체성이 단일차원의 변수가 아니라고 제안한다. 민족정체성과 소비자사회화가 ‘미국인’정체성 보다는 소수민족 자체내의 문화적 배경에 의해 영향을 받는다는 것을 발견했다. 민족정체성과 민족중심적 구매선호도간에는 매우 강한 긍정적인 관계가 있는 것을 발견하였다. 반면에 소비자사회화와 민족중심적 선호도간에는 유의한 직접적 관계를 발견할 수 없었다. 마케터들을 위한 관리적 시사점들이 제안되었다.24 마케팅과학연구 제15집 제3호(2005. 11)

Abstract

The acculturation of ethnic minorities is an increasingly important issue. This paper explores the role of two factors which may be related to Asian Americans’ development of preferences for ethnic or non-ethnic shopping: level of acculturation and susceptibility to interpersonal influence. Several prior studies have found that strength of ethnic identification (a measure of level of acculturation) accounts for differences in consumption patterns among immigrant groups. The results of this study suggest that ethnic identification is not a unidimensional construct. Instead, two construct, ethnic identification and consumer socialization are found to be relatedto the level of influence exerted by culturally consistent in-group than "American." A strong positive relationship is found between ethnic identification and ethnocentric purchasing preferences. In contrast, no significant direct relationship between level of consumer socialization and ethnocentric preferences is found. Implications for marketers are discussed.

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