전통주 선호도에 미치는 자민족중심주의와 이문화 수용성의 효과: 막걸리와 사케를 중심으로

• 영문명: The Effect of Consumer Ethnocentric Tendency and Foreign Culture Acceptance on Preference of Traditional Alcoholic Beverage: Focus on Makgeolli and Sake
• 발행기관: 한국외식경영학회
• 저자명: 김맹진(Maeng Jin Kim)
• 간행물 정보: 『외식경영연구』13권 4호, 7~31쪽, 전체 25쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2010.10.30

영문 초록

The purpose of this research was to investigate the effect of consumer ethnocentric tendency and foreign culture acceptance on preference of traditional alcoholic beverage: Korean Makgeolli and Japanese Sake. Data were collected from undergraduate students and salaried men who have drinking experience in Seoul by trained interviewers. The result of the present study indicate that ethnocentric tendency was significant on the preference of Makgeolli and Sake.; positive on Makgeolli, negative on Sake. Foreign culture acceptance was not significant on the preference of Makgeolli, by contrast, significant on the preference of Sake; ineffective on Makgeolli, positive on Sake. This empirical study carries an important meaning to investigate the influence of consumers` ethnocentrism and foreign culture acceptance on the Korean and Japanese traditional alcoholic beverage.

키워드

Traditional Alcoholic Beverage Ethnocentric Tendency Foreign Culture Acceptance Makgeolli Sake