소비자 개인주의가 한국 소비자 세계주의와 적대감에 미치는 영향: 일본 제품 중심으로
How Consumer Individualism Affects Consumer Cosmopolitanism and Consumer Animosity in Korea: An analysis with Japanese Products
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본 연구는 최근 확산되고 있는 한국 사회의 개인주의화가 한국 소비자의 세계주의화와 외국 제품 평가에 미치는 영향을 분석하고자 하는 연구이다. 구체적으로, 본 연구에서는 근대화 이론(modernization theory: Weber, 1922)을 바탕으로 소비자 개인주의가 소비자 세계주의 성향과 소비자 적대감에 미치는 영향을 검증하고, 이러한 효과가 한국 소비자의 일본 제품 평가에 미치는 영향을 실증적으로 분석한다. 426명의 소비자를 대상으로 한 온라인 조사자료를 분석한 결과, 우선 개인주의 성향이 높은 소비자들은 세계주의 성향이 높아 일본 제품을 호의적으로 인식하는 것으로 나타났다. 기대와 달리 개인주의와 세계주의 성향이 높은 소비자들의 경우, 일본에 대한 적대감이 낮지는 않았다. 그러나 이들 소비자들은 일본 제품 평가에 있어서는 적대감의 영향을 받지 않는 것으로 나타났다. 즉 소비자 개인주의와 세계주의는 소비자 적대감의 선행요인은 아니지만, 소비자 적대감의 효과를 완화하는 것이 확인되었다.
Abstract
This study examines how consumer individualism and cosmopolitanism affects consumer perceptions of foreign products in Korea. Specifically, we examine the effects of consumer individualism on consumer animosity and consumer cosmopolitanism in Korea and how they relate to consumer perceptions of Japanese products. For this, our study conducts on-line surveys with 426 consumers in Korea. The results indicate that individualistic consumers in Korea perceive Japanese products favorably because of their strong cosmopolitanism. However, consumer individualism and cosmopolitanism were not found to attenuate CA toward Japan; instead, they moderate the negative effects of consumer animosity in the evaluation of products. As a result, our findings suggest that the individualization and globalization of a society can change consumer values and consumer evaluations of foreign products, especially products from a country that was previously viewed with animosity.
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