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The Effect of Cultural and Demographic Factors on the Perception of Product Information among Korean College Students

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한국정보관리학회|2013.06|정보관리학회지 (Journal of the Korean Society for Information Management)|제30권 제2호|pp. 61-81|DOI http://dx.doi.org/10.3743/KOSIM.2013.30.2.061

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키워드

다중회귀분석문화성별agegenderculture나이multiple regressioninformation perception정보인식
주제분류문헌정보학

초록

The purpose of this study is to investigate the effect of cultural and demographic factors (age and gender) on the perception of product information. The theoretical frameworks of interest in the current study are two cultural models: Hofstede’s individualism (IND) and Hall’s context. In examining the research questions, this research discovers that the cultural changes are occurring for the Korean young generation, even though Korean students are still within collectivistic culture. The correlation results suggest that the younger students have the higher individualism values compared to the older students. Using two multiple regression analyses (one set for high-context condition and one set for low-context condition), the study finds that cultural value and age significantly predicts the perception of product information in high-context (visual) condition. However, there is no significant difference in the perception of product information between male and female.

Abstract

The purpose of this study is to investigate the effect of cultural and demographic factors (age and gender) on the perception of product information. The theoretical frameworks of interest in the current study are two cultural models: Hofstede’s individualism (IND) and Hall’s context. In examining the research questions, this research discovers that the cultural changes are occurring for the Korean young generation, even though Korean students are still within collectivistic culture. The correlation results suggest that the younger students have the higher individualism values compared to the older students. Using two multiple regression analyses (one set for high-context condition and one set for low-context condition), the study finds that cultural value and age significantly predicts the perception of product information in high-context (visual) condition. However, there is no significant difference in the perception of product information between male and female.

참고문헌 (65)

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