한국의류학회지 (Journal of the Korean Society of Clothing and Textiles)

  • 제31권7호
  • /
  • Pages.1085-1096
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  • 2007
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  • 1225-1151(pISSN)
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  • 2234-0793(eISSN)
한국의류학회 (The Korean Society of Clothing and Textiles)
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세계주의와 자국중심주의가 의류제품의 쇼핑에 미치는 영향

Effects of Cosmopolitanism and Nationalism on Apparel Product Shopping

  • 윤송이 (한양대학교 생활과학대학 의류학과) ;
  • 이규혜 (한양대학교 생활과학대학 의류학과)
  • Youn, Song-Yi (Dept. of Clothing & Textiles, Hanyang University) ;
  • Lee, Kyu-Hye (Dept. of Clothing & Textiles, Hanyang University)
  • 발행 : 2007.07.31
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초록

Globalization of market has put considerable research activities in cosmopolitism and nationalism. In addition, consumer's perception of product's country of origin is widely regarded as an important influence on their shopping behavior. The objective of this paper is to investigate the joint effect of cosmopolitanism and nationalism on shopping orientation and awareness of the country of origin of fashion products among Korean young consumers. Data from 471 young Korean consumers were analyzed. According to the cosmopolitanism/nationalism measure, respondents were segmented into three groups: global, local and glocal group. Results indicated that global and glocal consumers value symbolic and non-conforming aspects of fashion product shopping and were more interested in country of origin of products than local consumers. Global consumers showed higher level of foreign product preference than local and glocal consumers. Some managerial implication for marketing practitioners was suggested.

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