중국인들의 브랜드 국적인지에 따른 글로벌 소비성향과 성별이 제품구매의도에 미치는 영향
The Impact of Global Consumer Preferences and Gender on Product Purchase Intentions According to Chinese Perceptions of Brand Nationality
- Resource Type
- Article
Text
- Authors
- 전문박; 이영일; Tian, Wenbo; Lee, Yeoung-Il
- Source
- 경영컨설팅연구, 02/28/2022, Vol. 22, Issue 1, p. 109-129
- Subject
- 브랜드 국적인지
자민족 중심주의
세계시민주의
소비자 성별
구매의도
Perceptions of BrandNationality
Ethnocentrism
Global Citizenism
Consumer Gender
Purchase Intention
- Language
- 한국어(KOR)
- ISSN
- 1598-172X
The purpose of this paper is to investigate the impact of global consumer preferences and gender on product purchase intentions according to Chinese perceptions of brand nationality. Four hypotheses are established and tested for this purpose. A questionnaire survey was conducted with 320 Chinese consumers. A 2× 2× 2 between-group experiment with situation was designed with brand nationality perception (China brand, foreign brand) as the independent variable, while Chinese consumers' global consumption preferences (consumption thought of ethnocentrism and consumption thought of global citizenism) and gender (male, female) as control variables. The dependent variable is product purchase intention of Chinese consumers. The data are analyzed by analysis of variance (ANOVA) and descriptive statistical analysis. The first point of analysis is that Chinese consumers are more willing to buy national brands than foreign brands; The second point is that Chinese consumers with global citizenism consumption thought are more willing to buy foreign brands than Chinese consumers with ethnocentrism consumption thought; The third point is that Chinese female consumers are more willing to buy foreign brands than Chinese male consumers; The fourth point is that Chinese female consumers with global citizenism consumption thought are more willing to buy foreign brands than Chinesemale consumerswith global citizenismconsumption thought.