시각예술제품에 대한 소비자 자민족중심주의와 적대감 관련 연구: 한국 제품에 대한 중국 소비자의 반응

A study of consumer ethnocentrism and animosity about visual arts products: Response of Chinese consumers to Korean products

This research aims to study the effect of consumer ethnocentrism and animosity towards the purchase of Korean visual arts products by Chinese consumers. Total of 302 questionnaires were distributed for measuring the constructs using the online survey website (www.sojump.com). All the questionnaires were validated and tested for further statistical analysis through exploratory factor analysis (EFA) and later a confirmatory factor analysis (CFA) using SPSS 22.0 and AMOS 22.0 statistical systems. In addition, structural equation modeling technique (SEM) was applied for testing the hypotheses. Among all variables, consumer ethnocentrism plays the most negatively significant role, followed by animosity toward buying Korean products. Fortunately, there is a positive variable, cosmopolitanism, that can help mitigate the impact of this hostility, and more interesting results are described in detail in the current paper. This study has been added value between theory and practice exploring ethnocentrism and animosity effects, and more theoretical and managerial implications are discussed.