광고의 외국 모델 및 외국어에 대한 중국 소비자들의 태도에 미치는 글로벌미디어 소비효과 : 글로벌 마인드셋의 조절 매개효과 조사

• 영문명: The Effect of Global Media Consumption on Chinese Consumers’ Response to Foreign Models and Languages in Advertising : An Examination of the Moderated Mediation of Global Mindset
• 발행기관: 한국광고PR실학회
• 저자명: Sojung Kim,Nam-Hyun Um
• 간행물 정보: 『광고PR실학연구』제10권 제3호, 318~342쪽, 전체 25쪽
• 주제분류: 사회과학 > 사회과학일반
• 파일형태: PDF
• 발행일자: 2017.08.31

영문 초록

This study looks at how global media consumption is related to Chinese consumers’ attitudes toward global signs (i.e., foreign models and foreign languages) in advertising. Findings confirm the mediating effect of global mindset, suggesting that global media consumption indirectly influences attitudes toward foreign models and foreign languages by affecting global mindset. Data further reveals the moderated mediation of global mindset by consumer ethnocentrism－as consumer ethnocentrism increased, the mediating effect of global mindset became stronger.

목차

INTRODUCTION

LITERATURE REVIEW

METHODS

RESULTS

DISCUSSION AND IMPLICATIONS

References

키워드

global media,global mindset,global sign,consumer ethnocentrism,advertising,china