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중국 소비자의 자민족중심주의와 외국제품 브랜드에 대한 태도의 관계에 관한 연구

A Study on the Relationship between the Ethnocentrism of Chinese Consumers and the Brand Attitudes toward Foreign Products

안종석
중국연구센터 (China Research Center)|2012.01|중국과 중국학 (China and Sinology)|제15권 |pp. 65-101|DOI 10.17935/Chinan.2012.15..65

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참고문헌

키워드

중국 소비자브랜드 태도Chinese consumers소비자 자민족중심주의Consumer ethnocentrismforeign brand attitude

초록

This study focuses on the ethnocentrism of Chinese consumers and its relationship with the brand attitudes toward foreign products. Specifically, this study investigates whether the relationship between consumers’ ethnocentrism and the brand attitudes varies with product types and the origin of foreign brand. This study gathers the data through customer survey at 5 cities in China and 1,257 Chinese consumers participated. The results of the study show that ethnocentric Chinese consumers have more negative attitude toward foreign brands than the less ethnocentric ones. However, this negative relationship between consumer ethnocentrism and the foreign brand attitude varies with the specific product and the country-of-origin of brand. With the product types,the negative relationship is strongest in the sportswear product which is thought more influential on the Chinese economy, companies, and employment. And it shows insignificant relationship in the passenger car product which is not necessary to the Chinese consumers compared with the mobile phone product. With the country-of-origin of foreign brands, ethnocentric Chinese consumers have most negative attitude toward Japanese brands while show insignificant relationship at the other countries’ brand(US, Germany, Korea).

Abstract

This study focuses on the ethnocentrism of Chinese consumers and its relationship with the brand attitudes toward foreign products. Specifically, this study investigates whether the relationship between consumers’ ethnocentrism and the brand attitudes varies with product types and the origin of foreign brand. This study gathers the data through customer survey at 5 cities in China and 1,257 Chinese consumers participated. The results of the study show that ethnocentric Chinese consumers have more negative attitude toward foreign brands than the less ethnocentric ones. However, this negative relationship between consumer ethnocentrism and the foreign brand attitude varies with the specific product and the country-of-origin of brand. With the product types,the negative relationship is strongest in the sportswear product which is thought more influential on the Chinese economy, companies, and employment. And it shows insignificant relationship in the passenger car product which is not necessary to the Chinese consumers compared with the mobile phone product. With the country-of-origin of foreign brands, ethnocentric Chinese consumers have most negative attitude toward Japanese brands while show insignificant relationship at the other countries’ brand(US, Germany, Korea).

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