Consumers' Susceptibility to Global Culture and Their Attitude toward Global SPA Brand

Purpose - The objectiveof this study was to examine the effects of susceptibility to global consumer culture (SGCC), which is known as a factor affecting the formation of global brand attitude, on global SPA brand attitude for consumers of the global SPA brand in south Korea. Research design, data, methodology - Questionnaires were used and the sample extractedby the convenience sampling method was composed of 703 male and female, aged 20-36. The data was analyzed with SPSS 16.0 and Amos 5.0 for frequency analysis, exploratory factor analysis, confirmatory factor analysis, reliability analysis, correlation analysis and analysis of Structural Equation Model. The result is as follows. Results - First, it was shown that the conformity to consumption trend had a significant effect on all four of SPA brand attitude (brand favorability, uniqueness, ethicality and economic utility). Second, it was found that the quality perception had a significant effect on brand favorability, uniqueness, ethicality and economic utility. Third, the social prestige had a positive effect on uniqueness. On the contrary, it was found that it had a negative impact on economic utility and did not show statistically significant results in brand favorability and ethicality. Conclusions – This results show that consumers' susceptibility to global culture are significant factor to global SPA brand attitude. Therefore, it is considered that it will be more effective if global SPA brands give consumers recognition that their products play a role in sharing new trends and global lifestyles.