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문화적 차이가 지각된 위험과 브랜드 충성도 관계에 미치는 영향: 집단주의와 위험회피의 조절효과를 중심으로

Effects of Cultural Differences on the Relationship Between Perceived Risk and Brand Loyalty: Focusing on the Moderating Effects of Collectivism and Risk Avoidance

이철|박혜진
한국국제경영학회 (Korean Academy of International Business)|2020.02|국제경영연구 (International Business Journal)|제31권 제1호|pp. 89-121|DOI http://dx.doi.org/10.14365/ibj.2020.31.1.4

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참고문헌

키워드

조절효과문화적 차이moderating effects집단주의개인주의브랜드 충성도지각된 위험brand loyaltyperceived risk불확실성 회피uncertainty avoidance불확실성 감수collectivism vs individualism
주제분류경영학

초록

본 연구는 지각된 위험과 브랜드 충성도의 관계에 집단주의와 위험회피 성향 등 문화적 차이가 어떠한 영향을 미치는지를 살펴보았다. 실증분석을 위한 표본은 한국의 서울과 미국 주요 도시에 거주하는 대학생으로 선정하였으며, 집단주의와 개인주의, 위험회피 성향과 위험감수 성향의 문화적 차이가 지각된 위험과 브랜드 충성도에 미치는 조절효과를 살펴보았다. 실증 분석 결과 지각된 위험과 브랜드 충성도의 부의 관계는 문화적 차이와 상관없이 일관성 있게 나타났다. 그러나, 이러한 지각된 위험과 브랜드 충성도 간의 부의 관계는 집단주의 성향이 높은 소비자일수록, 또한 위험감수 성향이 높은 소비자일수록 더욱 크게 나타났다. 이러한 분석 결과를 통해 한국소비자와 미국소비자 간의 문화적 가치관의 차이 즉 집단주의와 개인주의 그리고 위험회피성향과 위험감수성향의 차이가 지각된 위험과 브랜드 충성도의 관계에 영향을 미치는 것을 확인하였다.

Abstract

The objective of the paper is to identify effects of cultural differences between Korean and American consumers on the relationship between perceived risk and brand loyalty. Specifically we aim to analyze moderating effects of collectivism vs individualism and high vs low uncertainty avoidance tendency. We collected samples of college students from Seoul in Korea and from major metropolitan cities in USA. The results of empirical analysis show that a negative relationship between perceived risk and brand loyalty is found across different cultural groups. However, the negative relationship is found more strongly among consumers with collectivistic rather than individualistic tendency. And so among consumers with low uncertainty avoidance than those with high uncertainty avoidance. Thus, we can conclude that cultural differences moderate the relationship between consumer’s perceived risk and brand loyalty.

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