Proceedings of 5th Annual American Business Research Conference
6 - 7 June, 2013, Sheraton LaGuardia East Hotel, NY, USA, ISBN: 978-1-922069-24-5
Influencing Factors on Attitudes toward Advertising in the
Chinese Market: The Interaction Effect of Endorser Ethnicity,
Product Type, and Country of Origin
Myoung Suk Kim, Meeja Im and Beom Jun Peter Choi
In spite of the importance of Chinese market, there is a lack of systematic
research on Chinese consumers’ attitudes about advertising. This study
examined the interaction effect among endorser ethnicity (global vs.
Chinese), product type (utilitarian vs. hedonic), and country of origin
(global vs. Chinese). This paper investigated which advertising model is
more effective for both different product types and different countries of
origin, and evaluated which characteristic of the endorser influences this
effect. In this research, we surveyed 250 Chinese people of Shanghai in
2012.
The results of this study revealed that Chinese consumers regarded the
expertise of endorsers as an important factor in utilitarian products, which
led to more favorable responses to the Chinese model for Chinese
products and the global model for global products. Meanwhile, for
hedonic products, Chinese consumers showed a more favorable
response to the global model for both Chinese and global products.
_______________________________________________________________
Myoung Suk Kim, Seoul Women's University, South Korea,
Meeja Im, Korea Cyber University, South Korea
Beom Jun Peter Choi, CSUS, USA.