International Journal of Costume and Fashion

The Korean Society of Costume (한국복식학회)
권호 표지

Predicting US and Chinese consumers' purchase intention of Korean textiles and apparel related cultural products

  • Lee, Yu-Ri (Dept. of Clothing and Textiles, Seoul National University) ;
  • Kim, So-Young (Dept. of Textiles, Merchandising and Interiors, College of Family and Consumer Sciences, University of Georgia) ;
  • Cho, Yun-Jin (Dept. of Textile Design, College of Design, Jinju National University)
  • Published : 2010.12.31
Download PDF
⟨ Previous Next ⟩

Abstract

This study aims to examine if a consumer's evaluations of and purchase intentions towards textiles and apparel-related cultural products are influenced by their culture, as indicated by their nationalities. Additionally, several psychological variables, such as novelty-seeking tendency, world-mindedness, and familiarity with Northeast Asian culture were included in the analyses to compare the relative importance of cultural influences with the importance of individual characteristics. To conduct a quantitative analysis, we collected data from 400 female consumers in two countries: 200 from the USA and 200 from China. Key findings showed that, nationality and novelty-seeking were found to have a strong influence on purchase intention when product evaluation variables were not included. Evaluation of appearance and Northeast Asian design emerged highly significant predictors of purchase intention for Korean cultural products, regardless of the product type. Cross cultural comparative research on cultural product evaluations is extremely rare. This study focused on groups of consumers residing in the US and China and asked them to evaluate a series of textiles and apparel-related cultural products produced in Korea.

Keywords

References

  1. Abendroth, L. J. (2009). Souvenir purchase decision: Effects from online availability. Advances in Consumer Research-Asia-Pacific Conference Proceedings, 8, 237-8.
  2. Ahmed, S. A. & d' Astous, A. (2008). Antecedents, moderators and dimensions of country-of-origin evaluations. International Marketing Review, 25(1), 75-106. https://doi.org/10.1108/02651330810851890
  3. Anderson, L. F., & Littrell, M. A. (1995). Souvenir-purchase behavior of women tourists. Annals of Tourism Research, 22(2), 328-48. https://doi.org/10.1016/0160-7383(94)00080-8
  4. Balabanis, G., Diamantopoulos, A., Mueller, R. D., & Melewar, T. C. (2001). The impact of nationalism, patriotism and internationalism on consumer ethnocentric tendencies. Journal of International Business Studies, 32(1), 157-75. https://doi.org/10.1057/palgrave.jibs.8490943
  5. Barbieri, C., & Mahoney, E. (2010). Cultural tourism behavior and preferences among the live-performing arts audience: an application of univorous-omnivorous framework. International Journal of Tourism Research, available at: http://www3.interscience.wiley.com/joumal/123215031/abstract?CRETRY=l&SRETRY=0 (accessed 15 March 2010).
  6. Bhawuk, D. P. S., & Brislin, R. (1992). The measurement of intercultural sensitivity using the concepts of individualism and collectivism. International Journal of Intercultural Relations, 16(4), 413-36. https://doi.org/10.1016/0147-1767(92)90031-O
  7. Blackwell, R. D., Miniard, P. W., & Engel, J. F. (2006). Consumer Behavior, 10th ed., Harcourt College Publishers, Orlando, FL.
  8. Bouter, L., Knipschild, P., Feij, J., & Volovics, A. (1988). Sensation seeking and injury risk in downhill skiing. Personality and Individual Differences, 9, 667-73. https://doi.org/10.1016/0191-8869(88)90164-X
  9. Chick, G. (2000), Editorial: opportunities for cross-cultural comparative research on leisure. Leisure Science, 22(2), 79-91. https://doi.org/10.1080/014904000272867
  10. China.org.cn (2009). China's traditional craft shop launched the nationwide internet shopping mall. available at: http://china.naeil.comlnews/news_view.asp?nnum=20475 (accessed 25 June 2010).
  11. ChinaToday.com (2010). China statistics and related data information and links. available at: http://www.chinatoday.com/data/data.htm (accessed 15 March 2010).
  12. Cho, Y. (2007). Foreign Visitors' Attitude toward Fashion Cultural Products, Unpublished doctoral dissertation, Seoul National University, Seoul, Korea.
  13. Cohen, E. (1972). Toward a sociology of international tourism. Social Research, 39(1), 164-82.
  14. Craig, C. S., & Douglas, S. P. (2006). Beyond national culture: implications of cultural dynamics for consumer research. International Marketing Review, 23(3), 322-42. https://doi.org/10.1108/02651330610670479
  15. Crompton, J. (1992). Structure of vacation destination choice sets. Annals of Tourism Research, 19(3), 420-34. https://doi.org/10.1016/0160-7383(92)90128-C
  16. Crotts, J. C. (1993). Personality correlates of the novelty seeking drive. Journal of Hospitality and Leisure Marketing, 1(3), 7-29. https://doi.org/10.1300/J150v01n03_03
  17. Dabholkar, P. A., & Bagozzi, R. P. (2002). An attitudinal model of technology-based self service: moderating effects of consumer traits and situational factors. Journal of the Academy of Marketing Science, 30(3), 184-201. https://doi.org/10.1177/0092070302303001
  18. d' Astous, A., Voss, Z. G., Colbert, F., Caru, A., Caldwell, M., & Courvoisier, F. (2008). Product-country images in the arts: a multi-country study. International Marketing Review, 25(4), 379-403. https://doi.org/10.1108/02651330810887459
  19. D&P China (2006). Chinese household income levels, available at: http://www.dnpchina.com/mgmt_osi/view.php?&bbs_id=news&page=13&doc_num=122 (accessed 16 March 2010).
  20. Fodness, D., & Murray, B. (1999). A model of tourist information search behavior. Journal of Travel Research, 37, 220-30. https://doi.org/10.1177/004728759903700302
  21. Garlington, W. K., & Shimota, H. E. (1964). The change seeker index: A measure of the need for variable stimulus input. Psychological Reports, 14, 919-24. https://doi.org/10.2466/pr0.1964.14.3.919
  22. Gomberg, P. (1994). Universalism and optimism. Ethics, 104(3), 536-57. https://doi.org/10.1086/293629
  23. Hannerz, U. (1990). Cosmopolitans and locals in world culture, in Featherstone, M. (Ed.), Theory, Culture and Society, Sage Publications, London, 237-51.
  24. Hargrove, C. M. (2002). Heritage tourism. Cultural Resource Management, 1, 10-1.
  25. Hart, L. M. (1991). Aesthetic pluralism and multicultural art education. Studies in Art Education, 32(3), 145-59. https://doi.org/10.2307/1320685
  26. Asia Today (2010). AK takes initiatives to promote cultural products of Gyung-gi province. available at: http://www.asiatoday.co.kr/news/view.asp?, seq=35026 (accessed 25 June 2010)
  27. Huang, T-C., Lee, T. J., & Lee, K-H. (2009). Innovative e-commerce model for food tourism products. International Journal of Tourism Research, 11, 595-600. https://doi.org/10.1002/jtr.731
  28. Hymbaugh, K., & Garrett, J. (1974). Sensation seeking among skydivers. Perceptual and Motor Skills, 38, p. 118. https://doi.org/10.2466/pms.1974.38.1.118
  29. Kim, S., & Choi, S. (2005). The influence of the KOREA-JAPAN FIFA World Cup hosting on Korea's national image. Korea Sport Research, 16(6), 1053-63.
  30. Kim, S., & Littrell, M. A. (1999). Predicting souvenir purchase Intentions. Journal of Travel Research, 38(2), 153-62. https://doi.org/10.1177/004728759903800208
  31. Kim, S., & Littrell, M. A. (2001). Souvenir buying intentions for self versus others. Annals of Tourism Research, 28(3), 638-57. https://doi.org/10.1016/S0160-7383(00)00064-5
  32. Kosterman, R., & Feshbach, S. (1989). Toward a measure of patriotic and nationalistic attitudes. Political Psychology, 10(2), 257-74. https://doi.org/10.2307/3791647
  33. Kwak, H., Jaju, A., & Larsen, T. (2006). Consumer ethnocentrism offline and online: the mediating role of marketing efforts and personality traits in the United States, South Korea, and India. Journal of the Academy of Marketing Science, 34(3), 367-85. https://doi.org/10.1177/0092070304270140
  34. Lee, S., & Littrell, M. A. (2003). Web sites for cultural products: marketing potential for US consumers. Journal of Fashion Marketing and Management, 7(4), 356-70. https://doi.org/10.1108/13612020310496958
  35. Lee, S., & Littrell, M. A. (2005). "Global e-tailing: US consumers' intention to shop for cultural products on the Internet. International Journal of Retail and Distribution Management, 33(2), 133-47. https://doi.org/10.1108/09590550510581467
  36. Lee, Y., Kim, S., Seock, Y-K., & Cho, Y. (2009). Tourists' attitudes towards textiles and apparel related cultural products: a cross-cultural marketing study. Tourism Management, 30(5), 724-32. https://doi.org/10.1016/j.tourman.2008.10.007
  37. Liang, T-P., & Lai, H-J. (2002). Effects of store design on consumer purchases: an empirical study of online bookstores. Information & Management, 39(6), 431-44. https://doi.org/10.1016/S0378-7206(01)00129-X
  38. Littrell, M. A., Baizerman, S., Kean, R., Gahring, S., Niemeyer, S., Reilly, R., & Stout, J. (1994). Souvenirs and tourism styles. Journal of Travel Research, 33(1), 3-11. https://doi.org/10.1177/004728759403300101
  39. Littrell, M. A., & Dickson, M. A. (1999). Social Responsibility in the Global Market: Fair Trade of Cultural Products, Sage Publications, Thousand Oaks, CA.
  40. Littrell, M. A., & Miller, N. J. (2001). Marketing across cultures: consumers' perceptions of product complexity, familiarity, and compatibility. Journal of Global Marketing, 15(1), 67-86. https://doi.org/10.1300/J042v15n01_05
  41. Lopez-Bonilla, J. M., & Lopez-Bonilla, L. L. (2008). Sensation seeking and e-shoppers. Electronic Commerce Research, 8, 143-54. https://doi.org/10.1007/s10660-008-9018-9
  42. National Bureau of Statistics of China (2007). China Statistical Yearbook 2007, available at: http://www.stats.gov.cn/tjsj/ndsj/2007/indexeh.htm (accessed 16 March 2010).
  43. Nijssen, E. J., & Douglas, S. P. (2008). Consumer world-mindedness, social mindedness and store image. Journal of International Marketing, 16(3), 84-107. https://doi.org/10.1509/jimk.16.3.84
  44. Oh, M., Park, J., & Jang, J. (2003). Origin effect to product imagination and purchase intention: country image model in Korea. Korean Journal of Policy Analysis and Evaluation, 13(2), 23-49.
  45. Pizam, A., Jeong, G-H., Reichel, A., van Boemmel, H., Lusson, J. M., Steynberg, L., State-Costache, O., Volo, S., Kroesbacher, C., Kucerova, J., & Montmany, N. (2004). The relationship between risk-taking, sensation-seeking, and the tourist behavior of young adults: a cross-cultural study. Journal of Travel Research, 42, 251-60. https://doi.org/10.1177/0047287503258837
  46. Pizam, A., Reichel, A., & Uriely, N. (2002). Sensation seeking and tourist behavior. Journal of Hospitality and Leisure Marketing, 9(2), 17-33.
  47. Plog, S. (2001). Why destinations areas rise and fall in popularity? An update of a CQ classic. Cornell Hotel and Restaurant Administration Quarterly, 42(3), 13-24. https://doi.org/10.1016/S0010-8804(01)81020-X
  48. Rawwas, M. Y. A., Rajendran, K. N. , & Wuehrer, G. A. (1996). The influence of worldmindedness and nationalism on consumer evaluation of domestic and foreign products. International Marketing Review, 13(2), 20-38. https://doi.org/10.1108/02651339610115746
  49. Rokeach, M. (1973). The Nature of Human Value, Macmillan Publishing Co., New York, NY.
  50. Sampson, D. L., & Smith, H. P. (1957). A scale to measure world-minded attitudes. The Journal of Social Psychology, 45, 99-106. https://doi.org/10.1080/00224545.1957.9714290
  51. Schwartz, S. H., & Bilsky, W. (1987), Toward a psychological structure of human values. Journal of Personality and Social Psychology, 53(3), 550-62. https://doi.org/10.1037/0022-3514.53.3.550
  52. Schwartz, S. H., & Bilsky, W. (1990). Toward a theory of the universal content and structure of values: extensions and cross cultural replications. Journal of Personality and Social Psychology, 58(5), 878-91.
  53. Schwartz, S. H. (1994). Are there universal aspects in the structure and contents of human values? Journal of Social Issues, 50(4), 19-45. https://doi.org/10.1111/j.1540-4560.1994.tb01196.x
  54. Shankarmahesh, M. N. (2006). Consumer ethnocentrism: an integrative review of its antecedents and consequences. International Marketing Review, 23(2), 146-72. https://doi.org/10.1108/02651330610660065
  55. Sharma, S., Shimp, T. A., & Shin, J. (1995). Consumer ethnocentrism: a test of antecedents and moderators. Journal of the Academy of Marketing Science, 23(1), 26-37. https://doi.org/10.1007/BF02894609
  56. Sheth, J. N., Newman, B. I., & Gross, B. L. (1991). Why we buy what we buy: A theory of consumption values. Journal of Business Research, 22, 159-70. https://doi.org/10.1016/0148-2963(91)90050-8
  57. Sheu, J-J., Chang, Y-W., & Chu, K-T. (2008). Applying decision tree data mining for online group buying consumers' behavior. International Journal of Electronic Customer Relationship Management, 2(2), 140-57. https://doi.org/10.1504/IJECRM.2008.019929
  58. Shimp, T. A., & Sharma, S. (1987). Consumer ethnocentrism: construction and validation of the CETSCALE. Journal of Marketing Research, 24, 280-9. https://doi.org/10.2307/3151638
  59. Silberberg, T. (1995). Cultural tourism and business opportunities for museums and heritage sites. Tourism Management, 16(5), 361-5. https://doi.org/10.1016/0261-5177(95)00039-Q
  60. Smith, H. P. (1955). Do intercultural experiences affect attitudes? Journal of Abnormal and Social Psychology, 51, 469-77. https://doi.org/10.1037/h0043504
  61. Steenkamp, J-B.E.M., & Baumgartner, H. (1995). Development and cross-cultural validation of a short form of CSI as a measure of optimum stimulation level. International Journal of Research in Marketing, 12(2), 97-104. https://doi.org/10.1016/0167-8116(93)E0035-8
  62. Swauson, K. K., & Horridge, P. E. (2004). A structural model for souvenir consumption, travel activities, and tourist demographics. Journal of Travel Research, 42(4), 372-80. https://doi.org/10.1177/0047287504263031
  63. Teo, T. S. H., & Yeong, Y. D. (2003). Assessing the consumer decision process in the digital marketplace. Omega, 31, 349-63. https://doi.org/10.1016/S0305-0483(03)00055-0
  64. Tian, K. T., Bearden, W. O. & Hunter, G. L. (2001). Consumers' need for uniqueness: scale development and validation. Journal of Consumer Research, 28(1), 50-66. https://doi.org/10.1086/321947
  65. Tse, P. & Crotts, J. C. (2004). Antecedents of novelty seeking: international visitors' propensity to experiment across Hong Kong's culinary traditions. Tourism Management, 26(6), 965-68.
  66. Turner, L. W. & Reisinger, Y. (2001). Shopping satisfaction for domestic tourists. Journal of Retailing and Consumer Services, 8(1), 15-27. https://doi.org/10.1016/S0969-6989(00)00005-9
  67. US Census Bureau (2010). The 2010 Statistical Abstract, available at: http://www.census.gov/compendia/statab/ (accessed 16 March 2010).
  68. Wang, C-L., Siu, N. & Hui, A. (2004). Consumer decision-making styles on domestic and imported brand clothing. European Journal of Marketing, 38(112), 239-52. https://doi.org/10.1108/03090560410511212
  69. Wee, C-H., Tau, S-J. & Cheok, K-H. (1995). Non-price determinants of intention to purchase counterfeit goods. International Marketing Review, 12(6), 19-46. https://doi.org/10.1108/02651339510102949
  70. Wesley, S., LeHew, M. & Woodside, A. G. (2006). Consumer decision-making styles and mall shopping behavior: building theory using exploratory data analysis and the comparative method. Journal of Business Research, 59, 535-48. https://doi.org/10.1016/j.jbusres.2006.01.005
  71. Westbrook, R. A. & Black, W. (1985). A motivation shopper based typology. Journal of Retailing, 61, 78-103.
  72. Wisemau, R. L., Hammer, M. R. & Nishida, H. (1989). Predictors of intercultural communication competence. International Journal of Intercultural Relations, 13(3), 349-70. https://doi.org/10.1016/0147-1767(89)90017-5
  73. Yu, H. & Littrell, M. A. (2003). Product and process orientations to tourism shopping. Journal of Travel Research, 42(2), 140-50. https://doi.org/10.1177/0047287503257493