Research of Chinese consumers` purchase choice on Iphone and Galaxy
- Title
- Research of Chinese consumers` purchase choice on Iphone and Galaxy
- Other Titles
- 중국 소비자의 아이폰과 갤럭시 스마트폰 선택에 영향을 미치는 요인 분석
- Author
- 부소상
- Advisor(s)
- 한충민
- Issue Date
- 2014-02
- Publisher
- 한양대학교
- Degree
- Master
- Abstract
- Abstract
This is a study that will help the market researchers and market managers to have a better understand on factors like ethnocentrism(consists of dogmatic ethnocentrism and patriotism ethnocetrism), cosmopolitan, conspicuous consumption, quality perception, brand attitude, which will bring affect towards foreign products.
In the 21th century , with the ongoing trend of globalization, it’s necessary that take a further concern on the factors affecting consumers’ behavior.
The respondent objects are from two universities in Tianjin, China,338 college students which can represent for highly educated young consumers.
This study indicate that cosmopolitanism has a significant effect on foreign product evaluation. However, ethnocentrism and conspicuous consumption have little significance on foreign product evaluation.
- URI
- https://repository.hanyang.ac.kr/handle/20.500.11754/131411http://hanyang.dcollection.net/common/orgView/200000423388
- Appears in Collections:
- GRADUATE SCHOOL[S](대학원) > BUSINESS ADMINISTRATION(경영학과) > Theses (Master)
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