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A Comparative Study on Cross-cultural Complaining Behavior of South Korean and Chinese Consumers about Fashion Products (II) -Focused on Lifestyle and Personality-

한·중 패션제품 소비자 불평행동에 미치는 영향요인 분석 II -소비자의 라이프스타일과 성격을 중심으로-

  • Lee, Okhee (Dept. of Fashion Design, Sunchon National University)
  • 이옥희 (순천대학교 패션디자인학과)
  • Received : 2017.11.14
  • Accepted : 2017.12.15
  • Published : 2018.02.28

Abstract

This study investigated if there are differences between the effects of lifestyle and personality on consumer complaining behavior between Korea and China. Sample subjects of this study were female college students of Korea(Jeollabuk-do and Jeollanam-do) and China(Yunnan). The questionnaire data from 780 college students were analyzed through the following statistical analyses: a reliability analysis, factor analysis, frequency, mean, and multiple regression analysis. The results of the study was as follows. First, the complaining behavior types of college students were divided into 4 factors: third party, breakaway behavior, compensation claim, and negative word of mouth. Second, significant differences were revealed between the dissatisfaction and the conditions of complaining behavior between Korean and Chinese consumers. Third, significant differences were found which were related to the effects of lifestyle and personality on types of consumer complaining behavior between Korea and China. Fourth, the complaining behavior factors of 'third party' and 'compensation claims' of Chinese consumers were higher than those of Korean consumers; however, the 'negative WOM' of Korean consumers were higher than those of Chinese consumers. Fifth, the lifestyle factors of 'fashion orientation, 'rational orientation' and 'activity orientation' of Chinese consumers were higher than those of Korean consumers. The 'achievement orientation' of Korean consumers was higher than that of Chinese consumers. And the personality factors of 'sense of responsibility' of Chinese consumers were higher than Korean consumers. Finally, 'openness' of Korean consumers were higher than Chinese consumers.

Keywords

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