Consumers worldmindeness and their attitudes and orientations toward global consumptions
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Consumers’ Worldmindeness and their attitudes and orientations toward global consumptions. 국제경영이론연구 이동기 교수님 제출자 : 경영대학 마케팅 전공 2007-30788 고은희 제출일 : 2008 년 12 월 16 일. Introduction and Literature Review. Introduction. Literature Review. Globalization. Transform consumers’ mind set

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Consumers worldmindeness and their attitudes and orientations toward global consumptions

Consumers’ Worldmindeness and their attitudes and orientations toward global consumptions

국제경영이론연구

이동기 교수님

제출자: 경영대학 마케팅 전공

2007-30788 고은희

제출일: 2008년 12월 16일

2008년 2학기 국제경영이론 2007-30788 고은희


Introduction and literature review
Introduction and Literature Review orientations toward global consumptions

Introduction

Literature Review

Globalization

Transform consumers’ mind set

(Consumer worldmindedness)

Consumers’ attitudes to global products or global brands

(GCO & AGB)

2008년 2학기 국제경영이론 2007-30788 고은희


Hypotheses and data collection
Hypotheses and Data collection orientations toward global consumptions

  • Data collection

  • Methods of Constructs

  • Hypotheses

  • H1a: Exposure to global experience through mass media from other countries has a positive influence on consumer worldmindedness.

  • H1b: Exposure to global experience through international travel has a positive influence on consumer worldmindedness.

  • H1c: Exposure to global experience through international social network has a positive influence on consumer worldmindedness.

  • H2a: Consumer world mindedness has a positive influence on consumer global consumption orientation.

  • H2b: Consumer world mindedness has a positive influence on consumer global consumer attitudes toward global brands.

  • Sample Descriptions

Model

GM

H1a

CGO

H2a

H1b

CW

IT

H2b

H1c

AGB

IN

2008년 2학기 국제경영이론 2007-30788 고은희


Results
Results orientations toward global consumptions

Analyses with AMOS 4.0

Results

GM

.69*

CGO

.42*

-.36

CW

IT

.54*

.38

AGB

IN

Note: The standardized parameters are shown. Parameter is

significant at a confidence level of p<.05*.

2008년 2학기 국제경영이론 2007-30788 고은희


Conclusions and orientations toward global consumptionsLimitations

Conclusions

Limitations

Consumers who are more culturally open and adaptable are more globally oriented to and are more in favor of global brands

(Worldmindedness - Consumer Global Orientation & Attitudes to Global Brands)

One (global media) is revealed to be positively related to consumer worldmindedness, whereas the influences of the others are not clear.

(Global Media, International Travel, & International Network – Consumer Worldmindedness)

It can be guessed that the respondents have relatively small direct international experiences through international travels and international networks compared to indirect ones through global media.

First, the study involved cross-sectional research but was conducted in a single city, Seoul.

Second, this study includes one homogeneous group as respondents, which is a group consisting of university students.

Third, this study contains small sample; only 54 persons participated to the survey as respondents.

Although consumer worldmindedness seems to play a role in the attitudes towards global consumption orientation and global brands, the extent to which it influences other types of consumer attitudes and behavior and thus plays a role in a broader range of attitudes and behavior should be addressed.

2008년 2학기 국제경영이론 2007-30788 고은희


Any questions and thoughts are welcome. orientations toward global consumptions

2008년 2학기 국제경영이론 2007-30788 고은희


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