No Longer a Singular Market: An Exploratory Study Of Divergent Preferences of Chinese Consumers As Revealed through Online Forums for Automobiles
0
조회
0
다운로드
3
인용
0
참고문헌
키워드
초록
In this study, I explore the minds of the consumers in the key emerging market --- China. By analyzing the content of information posted in internet forums, I seek to look beyond the singular market perspective to consider differences in consumer preferences according to their geographic location. The regional distinctiveness necessarily captures the distinct political-economic orientations of the regions and naturally serves to predict differences in individual preferences. I draw on dual theories of information processing were used, namely, differences along dimensions of hedonic/utilitarian, cognitive/experiential, and independent/interdependent mindsets to examine the systematic ways in which preferences may change along the geographic locations. The results suggest that there are significant differences between the better developed coastal cities versus the less developed inland regions, as well as common concern with meeting functional needs. In sum, this study provides a new insight for the global companies in terms of the importance of recognizing the level of heterogeneity among consumers, and the subsequent need to undertake a refined analysis of the local market that go beyond the traditional assumption of singular market.
Abstract
In this study, I explore the minds of the consumers in the key emerging market --- China. By analyzing the content of information posted in internet forums, I seek to look beyond the singular market perspective to consider differences in consumer preferences according to their geographic location. The regional distinctiveness necessarily captures the distinct political-economic orientations of the regions and naturally serves to predict differences in individual preferences. I draw on dual theories of information processing were used, namely, differences along dimensions of hedonic/utilitarian, cognitive/experiential, and independent/interdependent mindsets to examine the systematic ways in which preferences may change along the geographic locations. The results suggest that there are significant differences between the better developed coastal cities versus the less developed inland regions, as well as common concern with meeting functional needs. In sum, this study provides a new insight for the global companies in terms of the importance of recognizing the level of heterogeneity among consumers, and the subsequent need to undertake a refined analysis of the local market that go beyond the traditional assumption of singular market.
참고문헌 (36)
- 김용준, "중국 주요지역 소비자의 구매패턴 특성에 따른 브랜드 평가에 관한 실증연구", 국제경영연구, 20(1), pp.27~54 (2009), 한국국제경영학회
- 김용준, "중국 주요지역별 소비자의 국가이미지와 지역이미지가 제품평가에 미치는 영향에 관한 실증연구", 국제경영연구, 18(2), pp.41~69 (2007), 한국국제경영학회
- 김지희, "개도국의 식민피지배 경험에 기반한 해외 전자정부 구축시장 분석: 한국 IT 산업의 국제화 전략에 대한 시사점", 전략경영연구, 14(3), pp.89~117 (2011), 한국전략경영학회
- 박서연, "Foreign Market Uncertainty, Entry Timing and Firm Performance: The Moderating Effects of Firm Resources and Entry Mode", 국제경영연구, 23(1), pp.1~31 (2012), 한국국제경영학회
- 송상연, "글로벌 브랜드와의 제휴가 소비자 브랜드 평가에 미치는 영향에 관한 연구: 하이테크 브랜드, 하이패션 브랜드 간 제휴를 중심으로", 국제경영리뷰, 14(2), pp.27~50 (2010), 한국국제경영관리학회
- 안종석, "중국 소비자의 자민족중심주의와 그 효과에 관한 연구: 라이프스타일에 따른 차이와 국가이미지의 조절효과", 국제경영연구, 23(3), pp.91~121 (2012), 한국국제경영학회
- 이강표, "이행기 중국 경제에 있어 사회적 자본 및 제도 구조가 기업 간 거래관계 지속성에 미치는 영향: 자동차 산업 부품 공급 관계를 중심으로", 국제경영연구, 19(4), pp.51~81 (2008), 한국국제경영학회
- 이동기, "현대자동차의 글로벌화 사례 연구: 진화론적 관점", 국제경영리뷰, 12(3), pp.67~93 (2008), 한국국제경영관리학회
- 임형록, "기업전략이 신생기업의 기업성과와 브랜드 이미지에 미치는 효과분석", 전략경영연구, 13(1), pp.1~27 (2010), 한국전략경영학회
- 정인식, "Product Strategy of Korean Exporters in China", 국제경영리뷰, 13(3), pp.151~172 (2009), 한국국제경영관리학회
- Cui G, "Executive Insights: Emerging market segments in a transitional economy: a Study of Urban Consumers in China", Journal of International Marketing, 9(1), pp.84~106 (2001)
- Dickson, MA, "Chinese Consumer Market Segments for Foreign Apparel Products", Journal of Consumer Marketing, 21(5), pp.301~317 (2004)
- Dou, W., "Generational and Regional Differences in Media Consumption Patterns of Chinese Generation X Consumers", Journal of Advertising, 35(2), pp.101~110 (2006)
- Epstein, S., "Cognitive-Experiential Self-theory, In Handbook of Personality: Theory and Research", pp.165~192 (1990), Guilford Press
- Epstein, S., "Integration of the Cognitive and Psychodynamic Unconscious", American Psychologist, 49(8), pp.707~724 (1994)
- Hirschman, E., "Hedonic Consumption: Emerging Concepts, Methods and Propositions", Journal of Marketing, 46(summer), pp.92~101 (1982)
- Hofstede, Geert, "Culture's Consequences, Comparing Values, Behaviors, Ins- titutions, and Organizations Across Nations" (2001), Sage Publications
- Huff, A. S., "Mapping Strategic Thought" (1990), John Wiley and Sons
- Insch, G.S., "Content analysis in leadership research: Examples, procedures, and suggestions for future use", Leadership Quarterly, 8, pp.1~25 (1997)
- Krippendorff, F., "Content analysis: An introduction to its methodology" (1980), Sage Publications
- Kwon, J., "Does China have more than One Culture?", Asia Pacific Journal of Management, 29(1), pp.79~102 (2012)
- Littrell, R. F., "Regional Differences in Managerial Leader Behavior Preferences in China", Cross Cultural Management, 19(3), pp.315~335 (2012)
- Markus, H., "Culture and the Self: Implications for Cognition, Emotion, and Motivation", Psychological Review, 98, pp.224~253 (1991)
- 임성준, "음반 제작주체의 역량 및 제작시스템이 흥행에 미치는 영향에 관한 연구(2002~2006년 한국 음반 산업을 대상으로)", 전략경영연구, 11(2), pp.131~154 (2008), 한국전략경영학회
- Ralston, D. A., "The Cosmopolitan Chinese Manager: Findings of a Study on Managerial Values across the Six Regions of China", Journal of International Management, 2(1), pp.79~109 (1996)
- Sun, X, "Attitudes and Consumption Values of Consumers of Imported Fruit in Guangzhou, China", International Journal of Consumer Studies, 30(2), pp.179~188 (2005)
- Smith, J., "China’s Youth Define Cool", China Business Review, (31), pp.30~34 (2004)
- Tung, R.L., "Strategic Management thought in East Asia", Organizational Dynamics, 22(4), pp.55~65 (1994)
- Xin-an, Z., "The Myth of China as a Single Market: the Influence of Personal Value Differences on Buying decisions", Journal of Market Research, 50(3), pp.377~402 (2008)
- Xu, Y., "Research on China’s regional differences of crowding-in or crowding out effect of FDI on domestic investment", Modern Economy, 3(7), pp.884~890 (2012)
- Watts, J, "China’s E6 Electric car: ‘We’re not Trying to Save the World- We’re Trying to Make Money’", The Guardian, ~ (2009)
- Yeung, Y.H., "China’s Coastal Cities as Development and Modernization Agents: An Overview" (1992), University of Hawaii Press
- Zhou, J. X., "Chinese Consumer Decision-Making Styles: a Comparison between the Coastal and Inland Regions", Journal of Business Research, 63, pp.45~51 (2010)
- Economist, "More Cars are now sold in China than in America", ~ (2009)
- China Automotive 2015: the Cost of Opportunity, "J.D. Powers", ~ (2010)
- The World’s Top Auto Markets in 2030: Emerging Markets Transforming the Global Automotive industry, "SIEMS Research Monthly Briefings", Moscow School of Management SKOLKOVO, ~ (2010)