The Role of Consumers' Risk Propensity on Consumer Preference for Domestic VS. Global Brands

• 발행기관: 강원대학교 경영경제연구소
• 저자명: Bang-Wool Han
• 간행물 정보: 『아태비즈니스연구』제15권 제3호, 1~16쪽, 전체 16쪽
• 주제분류: 인문학 > 문학
• 파일형태: PDF
• 발행일자: 2024.09.30

국문 초록

Purpose - The purpose of this study is to investigate how consumers' perceptions of brand localness or globalness influence their preference. This study further examines the role of consumers' risk propensity (risk taker vs. risk averse) on the relationship between brand localness (globalness) and consumer preference. Design/methodology/approach - Data was collected through an online survey with Chinese consumers and the PROCESS model in SPSS 23 was used to analyzed data. Findings - The results of this study indicate that consumers' perceptions of brand localness (globalness) positively influence their preference towards local (global) brands. Furthermore, this effect is moderated by risk propensity, with positive influence of perceived brand localness becoming stronger among consumers who are risk takers. However, consumers among risk averse reveal insignificant interaction effect between perceived brand globalness and consumer preference. Research implications or Originality - This study contributes to the body of international business research by exploring the impact of consumers' perceptions of brand localness/globalness in the context of their risk propensity. The findings of this study also offer global marketers meaningful insights when segmenting the target market.

목차

Ⅰ. Introduction

Ⅱ. Theoretical Background and Hypotheses

Ⅲ. Methodology

Ⅳ. Results

Ⅴ. Discussion and Conclusion

References

키워드

Perceived Brand Localness Perceived Brand Globalness Risk Propensity Consumer Preference