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Cross-cultural consumer values, needs and purchase behavior

Title
Cross-cultural consumer values, needs and purchase behavior
Authors
Kim J.-O.Forsythe S.Gu Q.Moon S.J.
Ewha Authors
문숙재
SCOPUS Author ID
문숙재scopusscopus
Issue Date
2002
Journal Title
Journal of Consumer Marketing
ISSN
0736-3761JCR Link
Citation
vol. 19, no. 6, pp. 481 - 502
Indexed
SCOPUS scopus
Abstract
This study examined the relationship of consumer values, needs and purchase behavior in two Asian consumer markets, China and South Korea. Between self-directed values and social affiliation values, self-directed values were the underlying determinant of needs to be satisfied by apparel products. Among the three types of needs identified to be satisfied through apparel (i.e. experiential, social and functional needs), experiential needs were the most important needs that influenced apparel purchases of female consumers in both Asian markets. Consumers in both country markets exhibited brand loyal behavior in apparel purchases, fulfilling all three needs. However, actualization patterns of each need through brand loyal behavior differed between the two consumer samples. While for brand-loyal Chinese consumers experiential image was the most important aspect of the branded apparel appeal to female consumers, social image with performance quality assurance was a more important feature of the branded apparel appeal to consumers in Korea. Implications for brand image management for international markets were discussed.
DOI
10.1108/07363760210444869
Appears in Collections:
사회과학대학 > 소비자학전공 > Journal papers
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