한국과 중국의 소비자 혁신수용성(Innovativeness)의 결정 요인에 대한 비교 연구: 대학생 소비자를 중심으로

This study is to attempt to compare determinants of consumer innovativeness between Korea and China focusing on college students. For this purpose, we used a questionnaire survey on a sample of college students in Korea and China to collect data and analyzed it through sturucutral equation modeling to compare the determinants between the two countries. Following a summary of findings. First, for the Korean sample, we found ‘openness to experience’ and ‘novelty seeking’ affected consumer innovativeness positively, while ‘susceptibility to interpersonal influences’ affected it negatively. But, for the Chinese sample, we found ‘openness to experiences’ and ‘novelty seeking’affected the conumer innovativeness positively, but ‘susceptibility to interpersonal influences’did not affect it significantly. Second, it was found that ‘opinion leadership’ and ‘income’ did not affect the consumer innovativeness in both countries. As a result, we can conclude ‘openness to experiences’ and ‘novelty seeking’both affect the consumer innovativeness across China and Kore positively, while ‘susceptibility to interpersonal influences’affect it negatively only in Korea, but not in China. Also, both‘opinion leadership’ and ‘income’do not affect the consumer innovativeness the two countries. We hope this finding will contribute to develoing more effective marketing strategies to market new products in Korea and China.