부산과 상해 대학생의 글로벌브랜드의 선호도와 구매 의도에 관한 비교연구

Abstract

Ted Levitt's globalization of markets described a Brand Utopia in which tastes and needs would become increasingly homogenized, with successful companies focusing on what 'everyone' wants. Entering the 21st century, the global brand is at a crossroads. Anti-globalization movement raise questions about ‘how local should global brands get?’ In order to answer this question, the Research International Observer(RIO) qualitative study of consumer understanding and reactions to global brands conducted in late summer and early fall of 2002. In this study Korea and China are divided into different section of globalization ‘Roadmap’. Korea is in the ‘Global Sensitives’ section. In this section, these are collectivist societies that are open to the world. China is in the ‘Cultual Sensitives’ section. In this section these are collectivist markets consumers who take high pride in local culture. According to this study, we can draw a conclusion that there is a homogeneous and heterogeneous propensity to consume of global brand between Korean and Chinese consumers. The purpose of this study is to compare the Korean(Busan) university students' global brand preference and purchase intension with Chinese(Shanghai) university students. Based on the literature review, we created structural correlation between brand of origin image, perceived quality, ethnocentrism, fashion-oriented lifestyle, global brand preference and purchase intension. The survey polled 500 university students in Busan, Korea and Shanghai, China. SPSS ver.15.0과 AMOS ver.7.0 statistical package were used to analysis the questionnaire data. In order to examine the structural correlation between variables and the difference on global brand preference and purchase intention between the demographic variables groups, we operated structural equation modeling and Anova analysis. The results of the study were as follows: in the structural equation modeling results, Korean student's perceived quality, fashion-oriented lifestyle and brand of origin image had positive effect on global brand preference, but ethnocentrism had no effect on global brand preference. And Korean student's global brand preference had positive effect on purchase intension. Chinese student's perceived quality and fashion-oriented lifestyle had positive effect on global brand preference, but brand of origin image and ethnocentrism had no effect on global brand preference. And Chinese student's global brand preference also had positive effect on purchase intension. In the Anova results, Korean student's demographic variables showed no differences on global brand preference and purchase intention, while Chinese student's demographic variables(grade, monthly average pocket money and monthly average household total income) showed some differences on global brand preference and purchase intention. This study has provided cross-cultural evident that the preference and purchase intention of global brand in Korea university students are found to be generally similar to Chinese university students. Specifically, this study found most of the Korea constructs used in this study have similar meanings in China. The findings suggest that, whether it is in Korea or in the China, perceived quality and fashion-oriented lifestyle is associated with global brand preference and purchase intention.