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학제간연구 과학기술학 뇌인지과학 기술정책 기타 복합학

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논문 기본 정보

자료유형
학술저널
저자정보
저널정보
한국유통과학회 산경연구논집 산경연구논집 제10권 제5호
발행연도
2019.1
수록면
37 - 47 (11page)

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Purpose – It is well known that chemyon, referred to by Westerners as face, naturally penetrates the daily life of Asians and influences their cognition, emotion, and behavior. Studies related to chemyon have been conducted in marketing and consumer behavior fields (e.g., luxury products or brands, service failure and recovery, brand preferences, consumer decision making, wedding ceremony, gift giving). A bulk of studies demonstrate that chemyon influences consumption behavior in Asian consumers. Although chemyon significantly influences consumption behavior of Asian consumers, it is also a cultural phenomenon that is not completely explained within the Western viewpoint. Whereas a number of researchers have approached cross-cultural studies of Asian and Western consumers, a limited number of studies have examined it from the perspective of chemyom. The purpose of this study is to compare the phenomenon that chemyon (face) not only affects the consumption behavior of Asia and the West universally (pan-culturally), but also distinctively (culture-specifically). That is, the purpose of this study is to describe that chemyon (face) is not only a culture-specific phenomenon but also a universal phenomenon in the consumption behavior of Asian and Western consumers, even though the extent that chemyon (face) impacts consumption behavior is differentiated. This study aims to understand commonalities and differences between Asian and Western consumption behavior in terms of chemyon (face), and to suggest how to enhance marketing effectiveness in a global market based on understanding the consumption behavior of Asia and the West. Research design, data, and methodology – Using systematic literature review and meta-analysis, this study investigates consumption behavior of Asian and Western consumers from the perspective of chemyon (face). Systematic literature review was used to compare face (chemyon) consumption of Western consumers with that of Asian consumers. To verify systematic literature review, meta-analysis was also accomplished. Results – First, the influence of face (chemyon) on consumption behavior is observed in Western consumers as well as Asian consumers. Second, Asian consumers are more influenced by face (chemyon) than Western consumers. Conclusions – Overall, chemyon (face) can affect the consumption behavior of Asians as well as the consumption behavior of Westerners.

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참고문헌 (93)

참고문헌 신청
Arnould, E. J. / 2005 / Consumer culture theory(CCT) : Twenty years of research / Journal of Consumer Research 31(4):868~882 google schola Arundale, R. B. / 2010 / Constituting face in conversation : Face, facework, and interactional achievement / Journal of Pragmatics 42(8):2078~2105 google schola Ashwin, M. / 2015 / Scoping the market orientation literature from 2009 to 2013 : A review of the concept and the discussions found across a range of academic disciplines / Journal of Strategic Marketing 23(4):353~363 google schola Bao, Y. / 2003 / Face consciousness and risk aversion : Do they affect consumer decision making? / Psychology & Marketing 20(8):733~755 google schola Bolton, L. E. / 2010 / How do price fairness perceptions differ across culture? / Journal of Marketing Research 47(3):564~576 google schola

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