체면 관점에서 본 동서양 소비자들의 소비행동에 관한 고찰: 비교문화 접근방법

• 영문명: An Investigation of Chemyon on Consumption Behavior of Asian and Western Consumers: Cross-Cultural Comparative Approach
• 발행기관: 한국유통과학회
• 저자명: 김영두(Young-Doo KIM)
• 간행물 정보: 『산경연구논집(JIDB)』Volume.10 No.5, 37~47쪽, 전체 11쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2019.05.30

영문 초록

Purpose – It is well known that chemyon, referred to by Westerners as face, naturally penetrates the daily life of Asians and influences their cognition, emotion, and behavior. Studies related to chemyon have been conducted in marketing and consumer behavior fields (e.g., luxury products or brands, service failure and recovery, brand preferences, consumer decision making, wedding ceremony, gift giving). A bulk of studies demonstrate that chemyon influences consumption behavior in Asian consumers. Although chemyon significantly influences consumption behavior of Asian consumers, it is also a cultural phenomenon that is not completely explained within the Western viewpoint. Whereas a number of researchers have approached cross-cultural studies of Asian and Western consumers, a limited number of studies have examined it from the perspective of chemyom. The purpose of this study is to compare the phenomenon that chemyon (face) not only affects the consumption behavior of Asia and the West universally (pan-culturally), but also distinctively (culture-specifically). That is, the purpose of this study is to describe that chemyon (face) is not only a culture-specific phenomenon but also a universal phenomenon in the consumption behavior of Asian and Western consumers, even though the extent that chemyon (face) impacts consumption behavior is differentiated. This study aims to understand commonalities and differences between Asian and Western consumption behavior in terms of chemyon (face), and to suggest how to enhance marketing effectiveness in a global market based on understanding the consumption behavior of Asia and the West. Research design, data, and methodology – Using systematic literature review and meta-analysis, this study investigates consumption behavior of Asian and Western consumers from the perspective of chemyon (face). Systematic literature review was used to compare face (chemyon) consumption of Western consumers with that of Asian consumers.

목차

1. 서론

2. 선행연구 고찰

3. 연구방법론

4. 분석 내용 및 분석 결과

5. 결론

키워드

Chemyon Face Consumption behavior Cross-cultural comparative approach Systematic literature review Meta-analysis