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korean management review - Vol. 48 , No. 3
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korean management review - Vol. 48, No. 3, pp. 799-817
Abbreviation: kmr
ISSN: 1226-1874 (Print)
Print publication date 30 Jun 2019
Received 12 Dec 2018 Revised 20 Mar 2019 Accepted 01 Apr 2019
DOI: https://doi.org/10.17287/kmr.2019.48.3.799

Consumer Cosmopolitanism in China: The Mediation Effects of Brand Origin and Globalness
C. Min Han* ; Kyung Ae Kim** ; Mengwen Chen***
*Professor, School of Business, Hanyang University, First Author
**Doctoral Student, School of Business, Hanyang University, Corresponding Author
***Graduate Student, School of Business, Hanyang University, Co-Author

중국의 소비자 세계주의: 브랜드 원산지와 글로벌성의 매개 효과
한충민* ; 김경애** ; 진몽문***
*(주저자) 한양대학교 경영대학 (cmhlab@hanyang.ac.kr)
**(교신저자) 한양대학교 경영대학 (erinkim33@hanyang.ac.kr)
***(공저자) 한양대학교 경영대학 (chmw1992@163.com)
Funding Information ▼
Abstract

This study examines why cosmopolitan consumers in China prefer foreign brands. Specifically, the study argues that brand origin and globalness mediate the effects of consumer cosmopolitanism. For this empirical investigation, it conducted surveys with 350 Chinese consumers and examined their perceptions of European and Japanese brands.

The study found that brand origin and globalness mediate the effects of consumer cosmopolitanism on quality perceptions. The results suggest that consumers prefer foreign brands because they possess favorable country-of-origin images and they also recognize the globalness of the brands. Furthermore, the study found that consumer cosmopolitanism does not have direct effects on quality perceptions. Instead, the effects were mainly mediated through brand origin and globalness.

초록

본 연구에서는 세계주의 성향이 높은 중국 소비자가 외국 브랜드에 대해 호의적인 인식을 가지고 있는 이유를 규명하고자 하였다. 구체적으로, 원산지 이미지와 브랜드 글로벌성이 소비자 세계주의가 외국 브랜드 평가에 미치는 영향을 매개할 수 있다는 이론적 근거를 제시하고, 실증적으로 검증하고자 하였다. 실증적 검증을 위해, 중국 소비자 350명을 대상으로 유럽과 일본의 유명 브랜드에 관한 인식을 조사하였다.

검증 결과, 원산지 이미지와 브랜드 글로벌성이 소비자 세계주의의 효과를 매개하는 것으로 확인되었다. 즉, 세계주의 성향이 높은 소비자가 외국 브랜드를 호의적으로 평가하는 이유는 첫째, 브랜드의 원산지에 대해 호의적인 이미지를 가지고 있기 때문이고, 둘째는 해당 브랜드의 글로벌성을 지각하고 있기 때문이라는 점이 발견되었다. 나아가 소비자 세계주의가 브랜드 품질 인식에 직접적으로는 영향을 미치는 않았지만, 원산지 이미지와 브랜드 글로벌성을 통해 간접적으로 영향을 미치는 것으로 나타났다.

Keywords: Consumer cosmopolitanism, country of origin, brand globalness, Chinese consumers
키워드: 소비자 세계주의, 원산지, 브랜드 글로벌성, 중국 소비자
Acknowledgments

이 논문은 2018년 한양대학교 교내연구지원사업으로 연구되었음 (HY-2018).

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• 저자 한충민은 현재 한양대학교 경영대학 경영관리 전공 교수로 재직 중이다. 서울대학교 경영대학을 졸업하였으며, 미국 뉴욕대학교와 미시간대학교에서 경영학 석사 및 박사를 취득하였다. 주요 연구 분야는 글로벌 마케팅, 원산지 효과, 글로벌 브랜드 등이다.

• 저자 김경애는 현재 한양대학교 일반대학원 경영학과 박사과정에 재학 중이다. 주요 연구 분야는 국제경영, 브랜드마케팅 전략 및 소비자행동에 관한 연구이다.

• 저자 진몽문은 한양대학교 일반대학원 경영학과에서 석사 학위를 취득하였다. 주요 연구 분야는 국제마케팅 및 브랜드 관리이다.

 
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