체면민감성에 따른 문화예술상품 소비자들의 추구혜택과 만족도에 관한 실증연구 -중국 북경, 상해, 심천의 20~40대 소비자들을 중심으로-
An Empirical Analysis on the Social-Face Sensitivity, Pursuit of Benefit and Satisfaction Level Cultural-Art Products Consumers: Focusing on Beijing, Shanghai, Shenzhen between Twenties and Forties Consumers
0
조회
0
다운로드
7
인용
0
참고문헌
키워드
초록
In the wake of sustainable economic development and the economic globalization, consumers in today’s society trend to seek the emotional experience of culture-centered consuming behaviors themselves instead of the rational consumption that is satisfied with physical performance. In this study, an empirical analysis was made to identify the ultimate benefits that Chinese consumers aged between 20s and 50s are seeking from the cultural-art products which typically reflect contemporary consumers’pursuit and the effects of social-face sensitivity on consumers’ satisfaction. The analytical results show that benefit sought were derived from such three factors as individual benefit-oriented, social relation-oriented and hedonic purchasing-oriented factors, and there three factors are the benefits Chinese consumers are seeking from the cultural-art products. The results of multiple linear regression analysis demonstrate that both benefit and physical environment have positive effects on satisfaction level. In addition, the social-face sensitivity’s moderating effects on benefit and satisfaction level were tested and the results demonstrate that the more social-face sensitive consumers are, the less individual benefits- oriented and hedonic purchasing-oriented effects they have on satisfaction level. In this research, a study on China’s cultural-art products consumers were conducted. By examining the relationship between benefit sought and satisfaction level in accordance with social-face sensitivity, basic materials and analytical methods are provided for the research on cultural-art products consumers in theory and necessary information about consumers are provided for artists, cultural-art providers and governmental policy makers in practice.
Abstract
In the wake of sustainable economic development and the economic globalization, consumers in today’s society trend to seek the emotional experience of culture-centered consuming behaviors themselves instead of the rational consumption that is satisfied with physical performance. In this study, an empirical analysis was made to identify the ultimate benefits that Chinese consumers aged between 20s and 50s are seeking from the cultural-art products which typically reflect contemporary consumers’pursuit and the effects of social-face sensitivity on consumers’ satisfaction. The analytical results show that benefit sought were derived from such three factors as individual benefit-oriented, social relation-oriented and hedonic purchasing-oriented factors, and there three factors are the benefits Chinese consumers are seeking from the cultural-art products. The results of multiple linear regression analysis demonstrate that both benefit and physical environment have positive effects on satisfaction level. In addition, the social-face sensitivity’s moderating effects on benefit and satisfaction level were tested and the results demonstrate that the more social-face sensitive consumers are, the less individual benefits- oriented and hedonic purchasing-oriented effects they have on satisfaction level. In this research, a study on China’s cultural-art products consumers were conducted. By examining the relationship between benefit sought and satisfaction level in accordance with social-face sensitivity, basic materials and analytical methods are provided for the research on cultural-art products consumers in theory and necessary information about consumers are provided for artists, cultural-art providers and governmental policy makers in practice.
참고문헌 (26)
- 고정민, "미국영화와 한국영화의 흥행요인에 관한 비교연구 - 애국심 유발 요인을 중심으로 -", 문화산업연구, 10(2), pp.71~96 (2010), 한국문화산업학회
- 高春姬, "방한 중국 패키지관광객의 동기와 상품선택속성이 만족 및 사후행동에 미치는 영향", 박사, pp.2008
- 김동기, "신소비자행동-디지털시대의 마케팅전략 적용" (2001), 박영사
- 김용상, "국가이미지에 대한 이론적 고찰", 관광정책학연구, 5(2), pp.87~113 (1999)
- 김주호, "멀티플렉스 영화관 시설에 대한 소비자의 감정 반응과 재방문 의도에 대한 실증연구", 마케팅관리연구, 16(1), pp.1~26 (2011), 한국마케팅관리학회
- 박상수, "중국 7대 지역권의 소비의식" (2011), 한국학술정보 (주)
- 박상수, "중국 TV 홈쇼핑의 소비자 만족도에 관한 연구", 중국연구, 49, pp.373~397 (2010), 중국연구소
- 안광호, "SPSS를 활용한 사회과학조사방법론" (2006), 학현사
- 안종석, "다차원적 속성의 국가이미지가 제품평가 및 브랜드태도에 미치는 영향: 중국소비자를 중심으로", 국제경영연구, 16(2), pp.63~90 (2005), 한국국제경영학회
- 이가원, "예술 교육개선을 위한 미국링컨 센테의 심미적 교육 프로그램에 대한 고찰", 연세음악연구, 12, pp.55~78 (2005)
- 이영선, "문화예술상품에 대한 소비자의 가치인식과 추구혜택에 관한 질적 연구", 아시아마케팅저널, 12(4), pp.27~54 (2011), 한국마케팅학회
- 이형룡, "호텔 양식당 서비스의 물리적 환경에 의해 지각된 서비스 품질이 고객만족에 미치는 영향", 관광연구, 17(2), pp.10~197 (2002), 대한관광경영학회
- 정미란, "문화적 가치가 와인구매동기 및 만족도에 미치는 영향: Hofstede이론의 적용", 관광레저연구, 22(5), pp.243~261 (2010), (사)한국관광레저학회
- 조남규, "한국 공연예술시장의 현황과 전망", 한국무용기록학회지, 18, pp.79~97 (2010), 한국무용기록학회
- 최정원, "과시적 소비성향과 콜레보레이션 패션제품 구매동기, 선택기준 및 만족도에 관한 연구", 한국의류학회지, 34(4), pp.628~641 (2010), 한국의류학회
- 함현진, "Q 방법론을 적용한 문화예술상품 소비자 유형에 관한 연구", 상품학연구, 29(2), pp.87~100 (2011), 한국상품학회
- Arnold, M. J., "Hedonic shopping motivations", journal of retailing, 70, pp.77~95 (2003)
- Bernstein, J. S., "문화예술 마케팅" (2007), 커뮤니케이션북스
- Bouder-Pailler, "A Model for Measuring the Goals of Theare Attendance", International Journal of Arts Management, (Winter), pp.427~435 (1999)
- Danziger, P. N., "사람들은 왜 소비하는가" (2004), 거름
- Bouder-Pailler, D., "A Model for Measuring the Goals of Theare Attendance", International Journal of Arts Management, (Winter), pp.427~435 (1999)
- Engel, J. F., "Consumer Behavior, 4th ed." (1986), The Dryden Press
- Fornell, C., "The American Customer Satisfaction Index: nature, purposeand finding", Journal of Marketing, pp.7~18 (1996)
- Garbarino, E., "The difference roles of satisfaction, trust, and commitment in customer relationships", Journal of Marketing, 63, pp.70~87 (1999)
- Kolb, B. M., "You Call This Fun? Response of First Tim Attender to a Classical Music Concert" (1999), International Arts and Cultural Management Association
- Solomon, M., "consumer behavior in fash" (2004), Prentice Hall