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A Study on Global Consumption of "The Post-8090"
The Journal of Chinese Cultural Studies
2015, (27),
pp.91-112
DOI :10.18212/cccs.2015..27.004
Publisher : The Society For Chinese Cultural Studies
Research Area : Chinese Culture
DOI :10.18212/cccs.2015..27.004
Publisher : The Society For Chinese Cultural Studies
Research Area : Chinese Culture
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In this study, we attempt to explore how social and personal characteristics of The Post-8090 in China and brand properties influence to global brand consumption. For thepurpose, we explore two research questions; (1) What is different between Post-80 andPost-90 in the social and personal characteristics and brand properties to global brands?(2) How the social and personal characteristics of The Post-8090 in China and brandproperties of three global brands influence to brand attitude, purchase intend, andrecommend? Using data, we analyzed social and personal characteristics which aresocial belongingness, susceptibility to consumption trend, consumption uniqueness andbrand properties which are brand ownership and knowledge. The major findings aresummarized below. First, the evaluation of the social and personal characteristics andbrand properties to global brands appeared to differ by generation. Second, Chinesebrand's ownership was evaluated more highly than other brands and susceptibility toconsumption trend of American brand or brand knowledge of Korean brand wareevaluated more highly than Chines brand in brand attitude step. Third, knowledge ofChinese brand was evaluated more highly than other brands and consumptionuniqueness of American brand or susceptibility to consumption trend of Korean brandware evaluated more highly than Chines brand in purchasing step. Based on thesefindings, we summarized and suggested some implications and future direction.
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