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학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2016.12
- 수록면
- 5 - 23 (19page)
- DOI
- 10.15400/mccs.2016.12.23.05
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초록· 키워드
오류제보하기
The purpose of this study is to explore Chinese and Hispanic minorities residing in the U.S. and discuss the implications of their cultural values in a consumer behavior context. To achieve this end, a compilation of past research conducted on the ethnicity of Hispanic and Chinese populations were analyzed. Several phenomenon, such as acculturation, were discussed. The potentials of impact ethnic minorities will have in the U.S. in terms of marketing value were reviewed. It was shown that ethnic minorities are growing at a rapid rate in the U.S. But, the cultures they hold are unique to those from the U.S. Thus, it has become important for businesses to understand these ethnic minorities and bear in mind the cross cultural implications of these consumers. Numerous studies have been undertaken in assessing the different needs of Chinese and Hispanic consumers in marketing. However, few studies have delved into the correlations and cross cultural studies of these two large ethnic groups in the U.S. for consumer behavior comparisons. This study will be the first of its kind to compare Chinese and Hispanic consumers on a cross cultural and ethnicity aspect, living as minorities in the U.S. It will be a valuable asset for businesses to discern the motivations behind consumer behavior for minority ethnic groups.
목차
Abstract
I. Introduction
II. Consumer Behaviors
III. Culture and consumers
IV. Acculturation
V. Discussion
VI. Conclusion
Works Cited
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UCI(KEPA) : I410-ECN-0101-2018-004-000905569