A Cross-Cultural Study of Consumer Responses According to Visual Merchandising Type and Situational Involvement

This study explores the differences in responses according to VM(visual merchandising) type between consumers in Korea and China including the moderating roles of situational involvement. For the cross-cultural experiment, 2(VM type: sensual vs. utilitarian) x 2(situation involvement: high vs. low) x 2(Nation: Korea vs. China) factorial design was used. The results showed that Korean consumers responded more positively to sensual VM in attitude toward VM, brand attitude, and purchase intention, while Chinese consumers responded more positively to utilitarian VM in brand attitude. In addition, in Korean consumer group, moderating effect of situational involvement according to VM type was produced in purchase intention, while, in Chinese consumer group, it was produced in attitude toward VM and brand attitude.



Citation:

Hyun Hee Park, Qin Li, and Jung Ok Jeon (2011) ,"A Cross-Cultural Study of Consumer Responses According to Visual Merchandising Type and Situational Involvement ", in AP - Asia-Pacific Advances in Consumer Research Volume 9, eds. Zhihong Yi, Jing Jian Xiao, and June Cotte and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 134-134.

Authors

Hyun Hee Park, School of Business Administration, Kyungpook National University, Korea
Qin Li, School of Fashion, Dalian Polytechnic University, China
Jung Ok Jeon, Division of Business Administration, Pukyong National University, Korea



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 9 | 2011



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