정재은 교수

This study examines the predictors of Korean consumers' behavioral intention to buy imported and domestic products, based on Lee's revised Fishbein model. The revised model incorporated two salient Confucian concepts – face saving and group conformity. There were two phases to the study, qualitative (focus group interviews) and empirical (experimental survey design). From the focus group data, parallel self‐report mail survey instruments were developed and sent to Korean students studying tempor

The purpose of this research is to gain insight into collectivist consumers' perception of purchasing organic cotton apparel. An extended TRA model was employed to identify major factors that influence consumers' purchase decisions. Data were collected through a Web-based survey of 200 female South Korean residents older than 18 years of age. The results of SEM showed that perceived benefits, importance of individual expression through dressing well, performance risk, financial risk and subjecti

Abstract Purpose – The purpose of this paper is to model Chinese consumers' purchase intentions for imported soy‐based dietary supplements (DS) based on the theory of planned behavior (TPB) and the health belief model (HBM). The central hypotheses for this study are that purchase intentions of Chinese DS consumers are a result of attitudes toward using DS, subjective norms, and perceived behavioral control. Health value and perceived susceptibility to illness, as well as product knowledge and ma

In the era of globalization, due to the prevalent cultural exchange between countries, inflows of foreign cultural products can enrich local culture by hybridizing local and global culture together. Although there have been numerous studies on cultural hybridity using qualitative interviews with recipients of foreign cultural products in single countries, cross-national studies that examine the national characteristics that facilitate or impede cultural hybridity remain scarce. The purpose of th

Purpose This study seeks to examine the influence of market orientation on Chinese buyer‐supplier relations. A model is proposed depicting relationships among retailer market orientation, supplier market intelligence, supplier role performance, and retailer economic and social satisfaction. Design/methodology/approach Data were collected from 99 chain store buyers and managers from 25 cities in China. Structural equation modeling was used to analyze the data. Findings A retailer's market orienta

Purpose – The purpose of this study is to compare two models, traditional‐ and performance‐based, of Japanese retailers' channel relationships. The traditional model proposes Japanese retailers' long‐term orientation with their supplier is an antecedent of Japanese retailers' trust and dependence on the supplier. The performance model, on the other hand, proposes significant influences of suppliers' role performance and dependence on channel relationships.

Abstract Using structural equation modeling, a cue utilization model was developed to compare Indian consumers' use of product cues and retailers' perception on their consumers' cue utilization in evaluating the quality of processed foods. Comparing 307 Indian consumers and 89 food retailers located in rural and urban India, the results reveal that intrinsic cues (taste and freshness) are more important than extrinsic cues (price, packaging, and brand name) in determining Indian consumers' overa

Abstract How does market orientation influence channel relationships when power is imbalanced among channel partners? We used the Korean department store industry, where retailers are the strongest channel members, to explore channel relationships. Retailer market orientation and supplier market orientation, retailer economic dependence, and supplier use of coercive influence strategy are used to explain the outcome variable, economic satisfaction with the supplier. Results indicate that retaile

This study examines the moderating influences of power-dependence structure and environmental volatility on the relationships between supplier opportunism and its outcomes. Data were collected from 102 small retailers using a mail survey. The results of multiple regressions indicate that supplier opportunism decreases small retailer credibility/benevolence and long-term orientation. Further, the findings show that the lower the small retailer dependence, the stronger the negative influences of s

Purpose The purpose of this paper is to examine whether preference toward in‐group members can serve as opportunism governance in channel relationships in a collectivist culture. This study proposes a model of opportunism incorporating in‐group preference and trust as antecedents of opportunism. Based on Transaction Cost Economics and Social Exchange Theory, transaction‐specific investment and relationship length are employed in the model as confounding variables of in‐group preference for oppor

This study examines the influences of small retailer market orientation on supplier transaction‐specific investment and supplier role performance and the roles of supplier transaction‐specific investment and supplier role performance in determining small retailer long‐term orientation. Data were collected from 102 small independent apparel stores in the nited tates The results show that small retailer market orientation positively influences supplier transaction‐specific investment, which in tur

Abstract This study introduces structural topic modelling (STM), a sophisticated unsupervised machine‐learning algorithm for text analysis, to compare Indonesian and Malaysian Muslim consumers' approach‐avoidance behaviours toward Korean beauty products using social media data. The STM results revealed 16 topics for each country, including new common themes belonging to K‐beauty culture and wannabe Korean skin. Intriguing differences were also observed between these countries. Korea‐related cons

Any ongoing relationship involves conflict. While facing conflict can be a serious matter for small firms with limited resources and capabilities, little is known about conflict management or the role of an ethical foundation, or business ethics, for small businesses. This study examines some influential factors regarding conflict management and the role of business ethics in satisfactory business relationship building in the context of small retailer–supplier relationships. The proposed model i

Purpose The purpose of this study is to examine the branding strategies of SMEs from NIEs, juxtaposing the different strategies used to specifically target developed and developing countries with regard to brand-building approach, type and number of brands and degree of standardization. Design/methodology/approach A case-study approach is used. In-depth interviews are conducted with 10 Korean consumer-goods SMEs exporting their own in-house brands. Findings Clear differences emerge between the s