중국 소비자들의 국내 vs.외국 스마트폰 브랜드 선택에 관한 연구: 사용자의 특성 요인 중심으로

Abstract

This study is intended to investigate the characteristics of Chinese consumers who are in their 20s and 40s. The study looked at who is more likely to buy foreign brands or domestic brands. It is hypothesized that consumer ethnocentrism, patriotism, cosmopolitanism, conspicuous consumption, and perceived qualities will affect Chinese consumers’ choice of either foreign brands or domestic brands.