문화심리특성과 혁신성이 소비유형에 미치는 영향에 관한 한․중 비교연구

Abstract

ABSTRACT

A Comparative Study Between Korean and Chinese Consumers on the Effects of Culture Psychology and Innovativeness on the Consumption Patterns

Jin, Xiu Advisor: Prof. Jung, Hyung-Shik Ph. D. Department of Business Administration Graduate School of Chosun University

This research was comparatively conducted to investigate the different effects of Korean and Chinese consumers on culture psychology between Korean college students and Chinese college students. The study was conducted for three weeks, using questionnaires with Korea college students and Chinese students of university schools in China. A total of 363 questionnaires were used in the analysis utilizing the SPSS 15.0 statistic program. The findings of the study are as follows: First, Chemyon(social-face) sensitivity of cultural psychology characteristic has an fixed rate effect on formalization of consumption, however in the terms of chemyon(social-face) sensitivity dimensions, there is different influence of formality in Korean undergraduate group and Chinese undergraduate group. Consistency with a preceding study, consumption formalization can be divided into two dimension, which are external formalization and internal formalization. However in many levels of chemyon(social-face) sensitivity, in the term of formal social-face, in the Korean undergraduate group , there is a positive impact on formalization, whereas shows no impact in the Chinese undergraduate group. The result suggest that in the case of Chinese undergraduate although have formalization of consumption but have no formal social-face when in front to the others. Second, the result of which sense of 'we' affect on formalization of consumption show that in the two groups the emotional sense of 'we' which the closed friends will think they are like a member of a family affect on external formalization positively. On the other hand, in the korean undergraduate group emotional sense of 'we' affect on formalization significantly, whereas in the Chinese undergraduate group there is no significant effect at all. In term of help consciousness, which is if friends have matter will help positively, in the Korean undergraduate group, there is no significant effect on the internal formalization, however in the chinese undergraduate group have the significant effect. Third, in term of the impact of chemyon(social-face) sensitivity on formalization of consumption, innovation of produce is not affected by the one dimensions of the chemyon(social-face) sensitivity, which not take a serious view on the others' mind, however in both of the groups the other three dimensions impact on innovation of product significantly. According to the analysis, when the innovation is stronger, the chinese undergraduate will more care about opinion of the others and when in front of the others will make more effort to keep the authority. And the result show that in order to stand on ceremony, Korean undergraduate allow the innovation more. Forth, in the terms of sense of 'we' of cultural psychology characteristic, the participants of both groups do not want to go outside alone, and the consciousness of together with the others, which when work with the other friends more focus on human relations, impacting on innovation in both of the groups. The result suggest that because there is a influence from the people around himself/herself especially from friends so the innovation of produce be allowed and can adapt to the produces. Fifth, the preceding study have suggested that there is relatively strong homogeneity of history and culture between Korea and China but still existing the difference in reconciliation of characteristic. Because the subtle change of cultural psychology is produced by the process of modernization, national characteristic, dynamic change process. Depending on preceding study, the result of this comparative study show that a diversity of internal factor in the cultural psychology characteristic so the difference about chemyon(social-face) sensitivity, formalization, innovation, formal consumption, and innovative consumption exist between Korea and China.