Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
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A Comparative Study on the Cross-cultural Complaint Intention of South Korean and Chinese Consumers regarding Fashion Products (I) -Focused on the Traits of Complaining Behavior-

한·중 패션제품 소비자 불평행동의도에 미치는 영향요인 분석(I) -불평행동 특성을 중심으로-

  • Lee, Okhee (Dept. of Fahsion Design, Sunchon National University)
  • 이옥희 (순천대학교 패션디자인학과)
  • Received : 2016.11.22
  • Accepted : 2017.01.24
  • Published : 2017.02.28
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Abstract

This study investigated if there are differences between Korean and Chinese consumers among the determinants of consumer complaint intention, type of complaint intention, and traits of complaining behavior. Sample subjects used in this study were female college students in Jeollabukdo and Jeollanamdo, Korea and Yunnam, China. Questionnaire data from 780 college students(Korea: 441, China: 339) were analyzed through a reliability analysis, factor analysis, frequence, mean, and multiple regression analysis. The results of the study were as follows. First, complaint intention of college students was divided into 3 factors, voice, private, and third party. Second, the findings of regression analysis for the total sample showed that the determinants of the factor 'voice' were the country, salespeople, product involvement, complaint cost, psychological tension, and social benefit. Whereas, the determinants of the factor 'private' were the producer, product involvement, psychological tension, and social benefit. Also, the determinants of the factor 'third party' were the country, oneself, salespeople, complaint cost, personal norms, and social benefit. Third, significant differences were indicated in the determinants of the 'voice', 'private' and 'third party' factors of complaint intention between Korean and Chinese consumers. Fourth, the complaint intention factors of 'voice' and 'third party' of Chinese consumers were higher than Korean consumers. Fifth, the attributions to dissatisfaction of Korean consumers were higher than Chinese consumers, and the product involvement, possibility for success, and consumer complaint attitudes of Chinese consumers were revealed to be higher than Korean consumers.

Keywords

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