소셜 미디어가 상반된 가치 성향과 소비자 행동에 미치는 영향 연구: 한국과 중국 비교를 중심으로

초록

It appears that there is only thin literature in comparative studies on the correlation between social media and individualism and collectivism at the same time. It also seems that empirical studies on how individual value tendencies affect actual consumer behavior are somewhat lacking. Most often, Korea and China are the major subjects to comparison due to the differences in political and economic ideology as well as in the social media environment. Therefore, this study tried to examine the difference in the effects of social media on individualism and collectivism, focusing on the comparison between Korea and China. Furthermore, it investigated what types of consumer behavior social media had higher influence on. To this end, a survey was conducted for consumers in Korea and China respectively, and a structural equation modelling analysis and a multi-group analysis were conducted. As a result of the study, the following implications were found. First, based upon the findings from social media’s influence on both individualism and collectivism, the possibility of social donation and group drama could be estimated. Second, from the finding that social media has a greater effect on consumer cosmopolitanism than on consumer ethnocentrism, a direction for strengthening global advertising and marketing is suggested. Third, based upon the finding that the effect of social media acceptance on individualism and collectivism in China is relatively larger than in Korea, it is confirmed that patriotic marketing in China is effective.

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