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NTIS 바로가기The Research Journal of the Costume Culture = 복식문화연구, v.25 no.1, 2017년, pp.32 - 47
박지선 (인천대학교 패션산업학과) , 정소원 (상명대학교 의류학과) , 이규혜 (한양대학교 의류학과)
As the popularity of Korean drama and celebrities in China, Korean fashion is becoming increasingly popular in the Chinese market. Although the effect of Korean drama on Chinse consumers' attitudes toward Korean products are known, little research has been conducted to understand the mechanisms unde...
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핵심어 | 질문 | 논문에서 추출한 답변 |
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세계 소비 시장에 큰 영향을 끼치는 중요 요소는? | 13억명이 넘는 중국 소비자들의 향상된 소비생활은 세계 고가 제품 시장뿐 아니라, 다양한 중저가 제품 시장 형성에 기여하였다. 세계 소비 시장에서 중국의 경제정책 및 그에 따른 중국 소비자의 반응은 세계 시장에 큰 영향을 미치는 중요 요소로 작용한다(Castro, 2015; Russo, 2015). 중국의 개인 소비자들은 세계적 경제불황 및 최근 급변하는 자국 주식시장 및 통화정책에도 비교적 안정적인 소비성향 및 소비행태를 보여주며(Mulligan, 2015), 세계시장에서 그 영향력을 보여준다. | |
중국의 개인 소비자들의 허영심이 소비 분야에 끼친 영향? | 특히, 중국의 고가 의류 시장을 비롯한 패션잡화 시장의 경우, 세계적 경제불황 및 중국 자체의 성장둔화에도 불구하고, 높은 성장률을 보이고 있다(He, Ling, & Li, 2013; Sun, 2015). 특히 자아만족을 위한 외모 관리를 위한 소비 분야를 지칭하는 허영심(vanity) 소비 분야에서는 지난 5년 동안 15.6%의 높은 성장률을 기록하고 있다(Kuo, 2015). 이와 같은 현상은 패션 관련 기업들에게 중국이 매우 매력적인 시장임을 보여준다. | |
한류가 자국 제품에 끼치는 영향? | 중국 소비자들의 한국 제품에 대한 호의적인 태도는 90년대 이후 지속된 한류의 영향이 존재한다. 이에 대해 많은 선행연구들은 한류로 인한 국가 이미지 상승이 한국제품에 대한 태도 형성에 영향을 주는 것을 보여주며, 한류의 후광효과로 설명하였다(Hwang, Kim, & Ahn, 2008; Kwon, Hong, Seo, & Cho, 2009; Moon,2014; Yang, Kim, & Rhee, 2012). 특히 한국 패션, 뷰티 및 관광상품은 관련주가가 급상승한 것으로도 알 수 있듯이, 패션은 한류의 최대 수혜상품 중 하나라고 할 수 있을 것이다(Tang, 2015). |
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