消费者特征对文化消费倾向的作用

F. Ozkan, S. Kurtulus
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引用次数: 1

摘要

目的本研究旨在确定消费者特征在文化消费倾向中的作用。此外,该研究还考察了国家差异和在该国的先前经历是否会影响消费者的文化消费倾向。设计/方法/途径世界主义、消费者民族中心主义、个人创新和生活方式对文化消费倾向的影响进行了测试。此外,我们评估国家类型和先前的经验是否是文化消费倾向的差异化因素。为此,我们选择了两个国家——分别代表西方和东方文化的美国和韩国,以便在两种不同的文化中取得可比较的结果。研究数据是通过在线调查的方式从775人中收集的,并使用通径分析和独立样本t检验进行分析。消费者特征影响文化消费倾向。这些影响是文化和文化产品所特有的。世界主义对文化消费倾向有积极影响,而消费民族中心主义有消极影响。个人创新和生活方式部分影响文化消费倾向。值得注意的是,这些影响因国家类型而异。然而,文化消费倾向并不会因消费者先前的经验而有所不同。实际意义本研究为电子零售商关注全球消费者特征提供了有见地的信息。据此,文化消费模式可以作为市场细分的依据。此外,了解全球消费者特征及其文化产品和特定文化对消费的影响将有助于文化产业参与者进行细分和目标决策。尽管关于文化消费的文献很多,但本研究从市场营销的角度提供了消费者层面的比较实证研究。从本质上讲,这项研究的新颖之处在于它揭示了影响文化消费倾向的消费者特征。
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The role of consumer characteristics on cultural consumption tendency
PurposeThis study aims to identify the role of consumer characteristics in cultural consumption tendencies. Additionally, the study examines whether country differences and prior experience in the country affect consumers' cultural consumption tendencies.Design/methodology/approachThe effects of cosmopolitanism, consumer ethnocentrism, individual innovativeness, and lifestyle on cultural consumption tendencies were tested. Moreover, we assess whether country type and prior experience are differentiating factors for cultural consumption tendencies. To this end, two countries – the USA and South Korea, representing Western and Eastern cultures, respectively – were selected to achieve comparable results in two different cultures. The research data were collected from 775 people using an online survey method and analyzed using path analysis and an independent samples t-test.FindingsConsumer characteristics affect cultural consumption tendencies. These effects are culture-specific and cultural product-specific. Cosmopolitanism has a positive impact on cultural consumption tendencies, while consumer ethnocentrism has a negative impact. Individual innovativeness and lifestyle partially affected cultural consumption tendencies. Notably, these effects differ by country type. However, cultural consumption tendencies do not differ according to consumers' prior experience.Practical implicationsThis study provides insightful information for e-retailers to be mindful of global consumer characteristics. Accordingly, cultural consumption patterns can be used as the basis for market segmentation. In addition, understanding global consumer characteristics and their cultural product- and culture-specific effects on consumption will help cultural industry players in their segmentation and targeting decisions.Originality/valueNotwithstanding the rich body of literature on cultural consumption, this study provides consumer-level comparative empirical research from a marketing perspective. Essentially, the study is novel as it reveals the consumer characteristics that affect cultural consumption tendencies.
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来源期刊
CiteScore
7.20
自引率
13.20%
发文量
69
期刊介绍: The Asia Pacific Journal of Business Administration (APJBA) publishes original research on: Business Strategy and Policy, Accounting and Board Governance, Marketing and People Management, and Operations and Supply Chain Management. The journal welcomes practical and skill-based submissions in these areas. There is particular interest in submissions regarding: Sustainable Business Practices, Quality Management Practices, Innovation and Creativity in Management, as well as Managing a Learning Organisation. The Asia Pacific region is full of collaborations between government, NGOs and private enterprise. Submissions are welcome which contribute to our understanding of partnerships and the cross-cultural issues. Research methods vary, and the journal is interested in the full diverse of qualitative (case and action research, etc) as well as quantitative survey studies and their recommendations. The APJBA seeks to become a forum for both established scholars and early career researchers in all aspects of management and business in the Asia-Pacific region. Emphasis is on rigour and relevance, on theory and practice, in a globalised scholarly environment.
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