The Effects of Chinese Students' Lifestyle and Gender on Korean Apparel Brand Experience and Attitude

Abstract

This study examines the lifestyle and gender effects of Chinese students in Korea on the Korean apparel brand experience. In addition, this study explores the effect of various brand experiences on attitudes toward Korean apparel brands. This study targets 355 Chinese university students who live in Korea. The results show that a Chinese students' lifestyle consists of four factors: adventure-seeking, sociability, individualism, and materialism. Brand experience consists of five different experiences: cognitive, affective, relational, sensory, and behavioral experience. Adventure-seeking lifestyle affects all five brand experiences and sociability influences sensory and relational experience. Individualism influences relational and behavioral experience; however, materialism affects four brand experiences (except sensory experience). Female students indicate a higher level of brand experience (except relational experience than) male students. Finally, three brand experiences (affective, sensory, and relational experience) impact brand attitude. Theoretical and managerial implications of the results are discussed along with limitations and future research directions.

Relationship between Hair Designer's Propensity to Consume, Motivation for Purchasing Luxury Goods, and Luxury Purchase Attitude

“…소비는 사람들이 자신의 욕구를 충족시키기 위해 제품과 서 비스를 이용하여 소비하는 행위로 알려져 있다 (Zhang, 2016). (Zhao, 2014). 또한 소비는 경제적인 재화나 서비스를 얻거나 사용하기 위한 개인의 행동과 의사결정 과정을 의미하 며 현대 사회에서는 다양한 요구를 충족시키는 형태로 이루어 지고 있다 .…”