지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
초록· 키워드
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Purpose – The purpose of our study is to provide an understanding of the relationships among consumer attention to social comparison information (ATSCI), consumer ethnocentrism (CET), national identity (NI), and consumer purchase intention to domestic brands (PIDB). Drawing on the social comparison theory (SCT) and social identity theory (SIT), we developed a model that is empirically testable and explains consumer behavior of domestic brands and products. Research design, data, and methodology – The conceptual framework was tested with primary data collected through a survey in China. Structural equation modeling was employed to test hypotheses. Results – The results from empirical analyses indicated that the ATSCI positively influenced CET and NI, and CET and NI affect consumer PIDB. In addition, the mediating effects of CET and NI on the relationship between ATSCI and PIDB were identified. Nonetheless, little direct impact of ATSCI on PIDB was reported. Conclusions – We suggested that international marketers use given information to attract consumer attention and develop appropriate promotions, especially for Chinese young generations that would pay much attention to social comparison information in their purchase decisions. Our study originally connected one socio-psychological antecedent, ATSCI, with CET and NI and estimated the relationships among the three antecedents and their effects on PIDB in order to predict consumer behavior in China.
목차
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참고문헌 (101)
참고문헌 신청
Dana L. Alden / 2013 / The Effect of Global Company Animosity on Global Brand Attitudes in Emerging and Developed Markets: Does Perceived Value Matter? / Journal of International Marketing 21(2):17~38
James C. Anderson / 1988 / Structural equation modeling in practice: A review and recommended two-step approach. / Psychological Bulletin 103(3):411~423
Thomas Anning-Dorson / 2018 / Innovation and competitive advantage creation / International Marketing Review 35(4):580~600
Lisa G. Aspinwall / 1993 / Effects of social comparison direction, threat, and self-esteem on affect, self-evaluation, and expected success. / Journal of Personality and Social Psychology 64(5):708~722
George Balabanis / 2004 / Domestic Country Bias, Country-of-Origin Effects, and Consumer Ethnocentrism: A Multidimensional Unfolding Approach / Journal of the Academy of Marketing Science 32(1):80~95
James C. Anderson / 1988 / Structural equation modeling in practice: A review and recommended two-step approach. / Psychological Bulletin 103(3):411~423
Thomas Anning-Dorson / 2018 / Innovation and competitive advantage creation / International Marketing Review 35(4):580~600
Lisa G. Aspinwall / 1993 / Effects of social comparison direction, threat, and self-esteem on affect, self-evaluation, and expected success. / Journal of Personality and Social Psychology 64(5):708~722
George Balabanis / 2004 / Domestic Country Bias, Country-of-Origin Effects, and Consumer Ethnocentrism: A Multidimensional Unfolding Approach / Journal of the Academy of Marketing Science 32(1):80~95
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