중국 소비자의 유교적 가치가 명품 구매의도에 미치는 영향: 물질주의의 조절효과를 중심으로

• 영문명: Impacts of Chinese Consumers’ Confucian Values on Luxury Purchase Intention: Focusing on Moderating Effect of Materialism
• 발행기관: 한국무역연구원
• 저자명: 이유경(You-Kyung Lee)
• 간행물 정보: 『무역연구』제13권 제2호, 551~567쪽, 전체 17쪽
• 주제분류: 경제경영 > 무역학
• 파일형태: PDF
• 발행일자: 2017.04.30

영문 초록

As Chinese luxury consumption is rapidly expanding and dominant in global luxury market, it becomes very critical to understand Chinese consumers’ luxury consumption pattern. Under this circumstance, this study empirically tested the impacts of Chinese consumers’ confucian values and materialism on luxury purchasing intention. The result of this study is as follows. First of all, Chinese consumer’ confucian values, allocentrism, hierachy and face, have positive impacts on luxury purchasing intention. And Chinese consumer’ materialism also have positive impacts on luxury purchasing intention. However, Chinese consumer’ confucian values and materialism have no interaction impact on luxury purchasing intention. From the results, to promote Chinese consumers’ luxury consumption, marketers must satisfy the confucian values and modern value such as materialism. This research not only enrich theoretical knowledge about Chinese consumers’ luxury purchase behavior, but also assist marketer to develop luxury marketing strategies in China.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경 및 가설

Ⅲ. 연구모형 및 연구방법

Ⅳ. 실증분석

Ⅴ. 결론 및 시사점

키워드

Allocentrism Chinese Consumer Confucian Values Luxury Purchasing Intention