중국 시장에서의 소비자 라이프스타일에 따른 국가이미지 지각과 그 효과의 차이

Analyzing Chinese Consumers Lifestyle and the Perception of Country Image and Its Effect

This study investigates the effects of Chinese consumers’ lifestyle on their perceptions of country images. It has been studied that consumers’ country image perceptions can be different due to their demographic, socio psychological and affective factors. In China, 1,257 consumers of five regions participated in the survey. This study found three types of Chinese consumers’ lifestyles: a struggling lifestyle, a reasonable lifestyle, a progressive lifestyle. The results showed a significant difference between the types of Chinese consumers’ lifestyles and their country image perceptions. Specifically, the results showed a clear difference between the types of Chinese consumers’ lifestyles and the relationship image as well as the people image, rather than the economic image. Chinese consumer of the progressive lifestyle segment showed the stronger positive country image perceptions than any other lifestyle segment. Further, the results showed a significant difference between the types of Chinese consumers’ lifestyles and their product image perceptions as well as attitude toward foreign products.

This study investigates the effects of Chinese consumers’ lifestyle on their perceptions of country images. It has been studied that consumers’ country image perceptions can be different due to their demographic, socio psychological and affective factors. In China, 1,257 consumers of five regions participated in the survey. This study found three types of Chinese consumers’ lifestyles: a struggling lifestyle, a reasonable lifestyle, a progressive lifestyle. The results showed a significant difference between the types of Chinese consumers’ lifestyles and their country image perceptions. Specifically, the results showed a clear difference between the types of Chinese consumers’ lifestyles and the relationship image as well as the people image, rather than the economic image. Chinese consumer of the progressive lifestyle segment showed the stronger positive country image perceptions than any other lifestyle segment. Further, the results showed a significant difference between the types of Chinese consumers’ lifestyles and their product image perceptions as well as attitude toward foreign products.