중국 산자이 (Shānzhài) 브랜드 선호에 미치는 요인에 대한 연구: 소비자의 사회계층 이동성 인식을 중심으로

This study proposed consumers' perceived social mobiligy as an important factorexplaining the success of Shānzhài brands that possess limited symbolic value, whileoffering high functional value to consumers. Experimental results suggested that whenconsumers perceive that they have limited chance in shifting social class, they becomemore favorable to Shānzhài brands. We also discovered that practical mindset, activatedby perceived low social mobility, mediated the effect of the low social mobility on thepreferences for Shānzhài brands. These results indicate the social mobility that hasslowed down across many countries in the global marketplace can make an influenceon consumers’ product evaluation and preference. In such situations, firms can benefitby highlighting functional value to their products more than symbolic values.