Cross-Cultural Studies in Fashion Marketing Discipline

패션마케팅 영역에서의 비교문화적 연구의 경향

  • Cho, Yun-Jin (Research Institute of Human Ecology, Seoul National University) ;
  • Yang, Su-Zin (Research Institute of Human Ecology, Seoul National University) ;
  • Kim, Eun-Young (Research Institute of Human Ecology, Seoul National University) ;
  • Choo, Ho-Jung (Research Institute of Human Ecology, Seoul National University)
  • 조윤진 (서울대학교 의류학과) ;
  • 양수진 (서울대학교 의류학과) ;
  • 김은영 (서울대학교 의류학과) ;
  • 추호정 (서울대학교 생활과학연구소)
  • Published : 2006.08.31

Abstract

A recent accelerated globalization has changed every aspect of consumers' life on the globe, thus understanding the similarity and the difference among people in the world became the crucial element of business for many global companies. As one of the most globalized industries in Korea, fashion businesses also require urgent assistance of academics in understanding global consumers. This study aimed to analyze cross-cultural fashion marketing studies published in two respectful journals in fashion studies: Journal of Korean Society of Clothing and Textiles and Journal of the Korean Society of Costume. Four researchers independently searched the target journals to locate studies using cross-cultural approaches. A total of 45 cross-cultural studies published in two journals between 1977 and 2005 were found and analyzed. The major findings could be summarized as followed. First, the US was the most frequently studied country followed by China, Japan, Hong Kong and others. Second, popular subjects of cross cultural studies in fashion marketing were fashion marketing environment and management rather than consumer psychology. Third, about 78% of the sampled studies were using quantitative approach, and statistical methods such as factor analysis, t-test, ANOVA, and $X^2$ analysis were commonly used. Finally, problems in sampling methods, translation of scales, and equivalence of concept, measure and sample were analyzed. Suggestions for future cross-cultural studies were discussed.

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