Consumer behavior of cultural products / Ruoqi ZHANG / 2021

Titre : Consumer behavior of cultural products : How does Hallyu Positive impact consumer behavior ? Type de document : Mémoire Auteurs : Ruoqi ZHANG, Auteur Année de publication : 2021 Importance : 45 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management COMPORTEMENT DU CONSOMMATEUR ; COREE ; CULTURE ORGANISATIONNELLE Résumé : This research focuses on the ethnic organizations involved about the Korean Wave, taking the Korean Wave vogue as an example, the usage of structural equation modeling and regression T-test to discover the relationship between cultural identity and gender, age, and training level. The find out about observed that: Chinese consumers’ experience of identification with Korean way of life has a advantageous have an impact on on their buying intentions for Korean products. In addition, amongst the genders, women, in particular, are extra possibly to buy Korean merchandise than men. At the equal time, it is additionally discovered that young humans and these with greater schooling are greater inclined to purchase Korean merchandise. This lookup can carry some enlightenment to how manufacturers can "obtain consumers' "cultural recognition" in overseas markets to enhance the competitiveness of their products. It can additionally supply coaching on how a country's authorities helps and develops its very own cultural enterprise in order to structure the country's photograph and National cultural identity, and then make a contribution to the country’s merchandise exports to grant some inspiration. Programme : MSc Marketing French Excellence Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=538650