• Journal of the Korean Society of Food Culture
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• v.34 no.3
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• pp.268-276
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• 2019

This study separated different factors into the Korean Wave and Korean health food according to the interest in Korean culture among the Chinese living in China. We then conducted a two-step cluster analysis with gender, marriage status, academic background, interest in Korean culture, command of the Korean language and the status of having visited Korea as variables. The subjects were split into a Korean wave-preferring group, highly interested in Korean food as health food group and a low interested group according to clusters, and we then investigated for preference differences for 20 Korean food dishes. Between these two groups the statistics indicated a significant influence with a level p<0.001 for Bulgogi, Bibimbap, Kimchi, Galbi-tang, Galbi-gui, Chicken, Samgyepsal, Doenjang-Jjgae, Dak-galbi, Japchae and Gimbap p<0.01 for Samgye-tang and p<0.05 for Naengmyeon, Kimchi-Jjigae, Dak-galbi, Seolleongtang, Haemul-tang, Hanjeongsik and Tteok-bokki. Jeon and Juk did not show any statistically significant difference. Chinese consumers preferred Korean food for Samgyeopsal, Bulgogi and chicken and less preferred gruel, Hanjeongsik and Kimchi-Jjigae. The highly interested in Korean culture group preferred Samgyeopal, Bulgogi and Chicken, and less preferred Juk, Jeon and Hanjeonsik in that order. This study offers information on the Chinese's preference for different Korean food to any food service enterprises that manage Korean restaurants in China or that sell Korean cuisine and also basic data for differentiated marketing to those entering the Chinese market.

• The Journal of Industrial Distribution & Business
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• v.15 no.3
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• pp.11-20
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• 2024

Purpose: This study focuses on the Chinese smartphone market to estimate product attributes influencing Chinese customers' preference for developing new smartphones through conjoint analysis. Research design, data and methodology: The online questionnaire survey is processed among Chinese potential smartphone customers. Conjoint analysis including traditional conjoint analysis (TCA) and choice-based conjoint analysis (CBCA), is used to analyze the useful data of 500. Results: Results indicate that price is the most important predictor while screen size is the least for Chinese customers' preference whether the method is TCA or CBCA. However, the importance of brand, capacity, CPU, and screen design is different. Moreover, based on each smartphone attribute level's utility, the new products with the best combinations are different compared with both methods. Finally, the predicted market shares of the top 3 products are the same with maximum utility rule model between TCA and CBCA. However, when considering with the new best combined product, they are significantly different. Conclusions: Managers should recognize the differences between TCA and CBCA and select the best method to develop new smartphones for sustainable business in the Chinese competitive market based on the important attributes of price, brand, capacity, CPU, screen design, and size.

• Journal of the Korean Society of Clothing and Textiles
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• v.36 no.7
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• pp.690-702
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• 2012

This study examined the fashion lifestyle of Chinese women in their 20s and analyzed the purchasing behavior of clothing and attitudes toward the Korean image, Korean Wave, Korean fashion, and preference for Korean fashion brands according to a fashion lifestyle. The major results were as follows: 1) Fashion lifestyle was comprised of factors for the pursuit of personality, pursuit of aesthetic, pursuit of brand, and pursuit of economy. The cluster analysis classified them into groups of: Economy/Personality Oriented, Aesthetic/Brand Oriented, and Fashion-Indifferent. 2) Information source and store patronage were different among the three consumer groups. 3) Attitude toward the Korean image, Korean Wave, Korean fashion, and preference for Korean fashion brands were different among the three consumer groups. These results can be used as the basic data or information for fashion companies that are developing marketing strategies for Chinese women in their 20s.

• Journal of Fashion Business
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• v.17 no.5
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• pp.165-182
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• 2013

This study conducts a survey based on 425 Chinese females in their twenties to thirties in order to examine the relevance between the cognitions of appearance effectiveness, ideal appearance seeking behavior and clothing image preference which have effects on their self-identity and interpersonal relations. The results of this study are as follows ; First, from the factor analysis for cognition of appearance effectiveness, and ideal appearance seeking behavior, a total of 4 factors such as psychological benefits, social benefits factors, pursuit of plastic surgery and pursuit of beauty treatment are being were drawn. As a result, there are significant correlations between heights of demographic variables and the cognition of appearance effectiveness, together with the ideal appearance seeking behavior. Respondents with higher heights represent the higher cognitions of appearance effectiveness, while the respondents with lower heights show more pursuits of beauty treatment behavior to reach the ideal image. Second, factor analysis of the clothing images are 4 factors such as classic-trendy, natural-dynamic, casual-formal, and masculine-feminine images. There are significant correlations between the four factors from clothing preference images and four factors from the cognition of appearance effectiveness, and ideal appearance seeking behavior. This suggests that higher social status such as job, income, residential district, and age among the demographic factors has greater effects on the clothing image preference.

• Journal of Fashion Business
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• v.20 no.2
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• pp.107-123
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• 2016

The purpose of this study is to obtain specific data about the characteristics of color preference on Women's street fashion within China and Korea. Photos of Women's street fashion from the twenties and thirties were taken in person in four cities in China(Beijing, Dalian, Qingdao and Nanjing) and Seoul from July 2nd to August 10th, 2015. Three hundred photos in each city were selected, making a total of 1,500 photos. In the analysis of the colors of the clothing in these five cities, the uses of the multi color was most frequent in Dalian, while those of Black was most prevalent in Beijing, Qingdao, Nanjing and Seoul. The Black proved to be commonly preferred through all the items, regardless of terms of the nationality, areas and seasonal changes. The high incidence of Purple Blue color in Beijing, Dalian and Qingdao might be attributed to their preference of the blue jeans. The Multi color was highly shown in all the cities which might be due to their preference of compound colors rather than the mono ones. The high preference for the chromatic colors such as Red, Yellow Red and Yellow might be ascribed to the Chinese traditional color preferences. The differences lies in the color tones, such as the dark and light grayish tone emphasized in Seoul and Nanjing, and vivid and strong tones in Beijing, Dalian and Qingdao. Seoul shows a liking for the achromatic colors, preferring dark and grayish tones, compared with four cities in China, only Nanjing has a similar trend to Seoul. This study analyzes geographical preferences in China that possibly contribute to the launching of Korean fashion brands in view of the design and marketing as a useful basic resources.

• Journal of the Korean Society of Clothing and Textiles
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• v.33 no.3
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• pp.477-488
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• 2009

As the Korean cultural contents, such as drama, films, music, gained popularity in China, Korean fashion brands used Korean celebrities as their models to as a sales promotion strategy for Chinese consumers. With the point of view that the advertising model as a human capital as well, the purpose of this study is to investigate the factors of attributes of Korean celebrity advertising model, and to analyze effects on fashion brand recognition, preference, trust and purchase intention. With convenience sampling, the research surveyed Shanghai consumers in their 20's to early 30's who had purchased Korean fashion items. The 291 responses were analyzed by frequency analysis, reliability test, factor analysis, multiple regression analysis, The results are as follows. Frist, Korean celebrity advertising model attribute factors were divided into similarity, familiarity, popularity, attractiveness and trust. Second, the brand recognition was affected by similarity, familiarity and popularity factors, and the brand preference was affected by similarity, familiarity, popularity and attractiveness factors. Third, the trust of Korean fashion brands was affected by similarity, familiarity, attractiveness, trust, brand recognition and brand preference. Lastly, the intention to purchase Korean Fashion brand was affected by similarity, familiarity, attractiveness, brand recognition, brand preference and brand trust.

• Journal of Fashion Business
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• v.15 no.4
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• pp.155-166
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• 2011

The purposes of this study was to examine Chinese consumers's perception toward Korean fashion brands. Especially, this study aimed to compare the Chinese consumers in three local groups (Beijing, Shanghai, & Yangji). The subjects used for this study were one hundred ninety-six participants(male; 110, female; 86) in 20s age who live in China. For data analysis, descriptive statistics, Cronbach's alpha, and t-test were used. Cronbach's alpha test revealed that all instruments which were used for this study had over 0.85. As the results, first, 67.9% of Chinese consumers perceived Korean brands correctly as Korean brands. Also, 42.5% of Chinese participants had purchased Korean fashion brand products such as Teenie Weenie or E-land. Second, there were not significant differences in brand attitudes among three group participants. However, there was a significant difference in 'brand preference' factor, one of three brand attitudes, between two ethnic groups. Finally, there were not signifiant differences in brand image, while there was a significant difference in intelligent brand image, one of 4 brand image factors, between two ethnic groups. These results of this study would be very useful for Korean fashion brand marketers in order to understand Chinese fashion consumers more details, and provide more efficient fashion marketing strategies.

• International Journal of Advanced Culture Technology
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• v.11 no.3
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• pp.65-77
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• 2023

Chinese martial arts culture is a kind of Chinese kung fu culture, a cultural category that uses martial arts kung fu for chivalry and justice. Chinese martial arts MMORPG online game is the embodiment of Chinese martial arts culture in online games, which is a unique Chinese online game. The image of beggar chivalry is a special chivalrous image in Chinese martial arts culture, and in the top 3 martial arts MMORPG online games, all of them have the image of beggar chivalry, which shows that this image has a wide player base. The Q methodology is an approach that endeavors to discover complex issues in human subjectivity, unlike existing empirical studies. In order to determine the type of beggar chivalry image preference of the game players, 32 beggar chivalry images were selected in the study and three types of beggar chivalry images were found through the Q method: Type 1 is the type of gorgeous and noble beggar chivalry; Type 2 is a competent type and is good at fighting the beggar's chivalry; and Type 3 is comparable relatively refined type. The result of this study is that the image of beggar chivalry preferred by game players is the opposite of the traditional Chinese image of beggar chivalry. The traditional image of beggar is the image of wearing plain and begging in the street, but the image of beggar chivalry that is liked in online games is luxurious, noble, exquisite and about the image of good at fighting. This research result has some value and significance in the development and design of beggar chivalrous image in future martial arts MMORPG online games.

• Asia Marketing Journal
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• v.17 no.4
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• pp.21-42
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• 2016

Purpose: Social influence has a decisive role in shaping a person's cognition and behavior. Chinese face consciousness, including moral component, is an important part of Chinese traditional culture, which influences people to implement moral behavior. With both eye-tracking technology and traditional questionnaire, this research aims to explore people's moral psychology and the psychological processing mechanisms of Chinese face consciousness, as well as the impact of Chinese face consciousness on the preference for the ecological product. Method and Data: 75 college and MBA students' eye movement data were collected when they read different kinds of moral materials, as well as data from the subsequent questionnaires. To test the hypothesis, ANOVA analysis and Heat Map analysis were performed. Besides, the PROCESS of bootstrap was used to test mediation effect. Findings: The results reveal that: 1. Compared to the moral-situation reading, when subjects read immoral situations, they need more processing time due to the moral dissonance and cognitive load. 2. Compared to the control condition, when threatened moral self is primed, subjects prefer to choose ecological product. 3. Protective face orientation is the mediator between threatened moral self and preference to ecological product. Key Contributions: First, this study broadens the use of eye-tracking technology in marketing and demonstrates a better understanding of the relationship between morality and consumer behavior in a more scientific way. Second, this study not only distinguishes the meanings between "protective face orientation" and "acquisitive face orientation", but also innovatively validates that when moral self is threatened, consumers tend to choose ecological product as moral compensation in order to protect their face. It can shed light on the promotion of ecological product in practical applications.

• Journal of the Korean Society of Food Culture
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• v.25 no.1
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• pp.9-16
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• 2010

To establish a globalization strategy for Korean food, it is important to ascertain foreign consumer's taste preferences and to evaluate their sensory perceptions of Korean food. In concert with previous studies, the most preferred food were Bulgogi and Galbi. However, respondents showed somewhat different preferences for other foods. Chinese and other Asian participants preferred Galbitang and Samgyetang, while Japanese participants preferred Pajeon, Galbitang and Japchae, and Western participants preferred Galbitang, Mandu and Bibimbap. The most preferred condiment was hot pepper paste (the representative condiment of Korea) and the least preferred one was ginger. Hot pepper paste was preferred most by Japanese participants, while Chinese participants tended not to prefer ginger and other Asian participants excepting those from China and Japan disliked vinegar most. Foreign consumers tended to consider Korean food as sweet, salty and very hot. Chinese participants considered Korean food to be 'plain' and 'light and washy' in taste, while Japanese participants considered Korean food to be 'greasy' and 'thick and sticky'. Chinese participants considered typical servings to be inadequate, while Japanese participants considered the servings as excessive.