Cosmopolitanism and ethnocentrism among young consumers in emerging Asia Chinese vs Koreans towards Japanese brands
Cosmopolitanism and ethnocentrism among young consumers in emerging Asia Chinese vs Koreans towards Japanese brands
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DOI：
10.1108/apjml-07-2016-0113
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发表时间：
2017-01-01
影响因子：
3.7
通讯作者：
Han, C. Min
中科院分区：
文献类型：
--
作者：
Han, C. Min
目的-本文的目的是调查消费者世界主义（COS）和消费者民族中心主义（CET）如何影响中国的年轻人群（新兴国家）和韩国（一个先进的新兴国家）对日本品牌的评价。设计/方法/途径-作者假设，由于中国和韩国经济发展水平的不同，中国和韩国的消费税和消费税的水平和影响也会有所不同发展和全球化。调查进行了311中国和韩国的年轻人具有可比的样本characteristics.Findings -研究揭示了一些有趣的发现。首先，调查结果显示，中国年轻消费者可能比韩国年轻消费者更以种族为中心，国际化程度略低。此外，COS被发现有更大的影响，日本品牌在中国的评价比在韩国。另一方面，在一项研究中，CET在品牌评估中发挥了微弱的作用，为两国。研究限制/影响-研究结果表明，COS和CET可能会减少对未来消费者的影响，在新兴亚洲和其他新兴国家，因为他们经历了日益全球化。独创性/价值-这项研究解决了一个下-研究课题是在经济快速发展和全球化的新兴亚洲，消费者价值观可能如何变化。
Purpose - The purpose of this paper is to investigate how consumer cosmopolitanism (COS) and consumer ethnocentrism (CET) may affect young populations in China (an emerging country) and Korea (an advanced emerging country) on their evaluations of Japanese brands.Design/methodology/approach - The author hypothesize that the levels and the effects of COS and CET will differ between China and Korea because of their differing levels of economic development and globalization. Surveys were conducted with 311 Chinese and Korean young individuals with comparable sample characteristics.Findings - The research reveals a few interesting findings. First, the findings show that Chinese young consumers may be more ethnocentric and moderately less cosmopolitan than their Korean counterparts. Additionally, COS was found to have greater effects on evaluations of Japanese brands in China than in Korea. On the other hand, CET played a subdued role in brand evaluations for both countries.Research limitations/implications - The findings suggest that COS and CET may have reduced influences on future consumers in emerging Asia and other emerging countries as they experience increasing globalization.Originality/value - This study addresses an under-researched issue of how consumer values may change in emerging Asia experiencing rapid economic development and globalization.