중국 소비자 라이프스타일에 관한 실증연구 :북경, 상해, 광주 소비자 비교를 중심으로 (An Empirical Study on Chinese Consumer’s Lifestyle: focused on Beijing, Shanghai, Guangzhou)

서지정보

· 발행기관 : 한국마케팅학회
· 수록지 정보 : 마케팅연구 / 22권 / 2호 / 21 ~ 48페이지
· 저자명 : 김용준, 권지은, 박주희, 이준환

초록

중국의 내수시장의 성장에도 불구하고 아직까지 중국을 지역별로 접근한 중국소비자에 대한 실무적, 학문적 연구가
미흡한 실정이다. 기존 중국소비자 라이프스타일 관련 논문들은 개념적 연구와 인구통계학 분류에 의한 동질적인 표
본연구가 주류를 이루고 있고, 특히 실증연구가 미흡한 상태이다. 본 연구는 중국 3대도시인 북경, 상해, 광주의 할
당표본 추출된 1,500명 소비자를 대상으로 전체적인 라이프스타일 유형을 살펴볼 뿐만 아니라 북경, 상해, 광주 소
비자들의 라이프스타일을 실증 비교함으로써 지역별로 라이프스타일이 어떻게 다른지 알아보고자 한다.
본 연구에서는 보편적이고 총체적인 측정척도를 바탕으로 실증연구가 전무했던 중국소비자를 대상으로 한 라이
프스타일 연구분야에서 AIO, VALS, LOV의 측정항목을 기반으로 중국소비자의 특성을 감안한 체계적인 측정항목
을 개발하고자 하였다. 이를 기반으로 3대도시별 라이프스타일 요인과 인구통계학적 특성에 있어서 지역차가 존재
하는지 분석하였다. 북경은“귀족정치, 왕도정치 문화”로 북경인은 수도시민으로서의 자긍심을 바탕으로 형식을 중
시여기는 성향을 보이고, 상해는“조계(租界)상업문화”로 상해인은 실리적, 개방적, 심미적인 성향을 보이며, 광주는
“개항·변방문화”로 광주인은 자긍심과 중심의식 보다는 변방의식이 내재되어 있으며 실용적인 성향을 보이는 것으
로 나타났다. 중국 3대도시 소비자들의 전체적인 라이프스타일 유형은 간편 생활추구형, 적극적 생활추구형, 합리적
생활추구형의 3가지 유형으로 구분되었으며, 이러한 라이프스타일 유형과 인구통계학적 특성 간에 관련성이 있는
것으로 나타났다.

영어초록

Despite of growing the importance of Chinese local markets, the scientific studies on the Chinese consumer
lifestyle are insufficient. The recent literatures are limited not only to the conceptual understanding and but also to
the empirical studies of the homogeneous sample. Therefore, this study investigates not only the lifestyle of
Chinese consumers by the quota-sampling of 1500 samples in Beijing, Shanghai, Guangzhou, but also the
comparison of three cities consumers’ lifestyle. This study also elaborates the different characteristics of lifestyle
in Chinese regional consumer.
This research is also to develop the systematic measurement scale for Chinese consumers based on AIO,
VALS, LOV. Using the cluster analysis, The size of samples was evenly distributed from three metro cities. The
samples were comparable targeting urban consumers age between 18 to 59 years old men and women and 125
samples from each age group. The sample was 50 percent male and 50 percent female and 45 percent of
respondents were finished high school and almost 13 percent completed University and higher education. For the
monthly family income about 33.5 percent reported between 3,000 and 4,999 RMB, 28 percent between 5,000
and 9,999 RMB, 5.2 percent between 10,000 and 19,999 RMB and almost two percent more than 20,000 RMB.
A principle components factor analysis with Varimax Rotation was applied to determine the possible lifestyle
and a seven-factor solution emerged. The seven factors are fashion, food, housing, lifestyle activities, use of
information, shopping patter and social value. In order to analyse the distinction between three cities, analysis of
variance(ANOVA) and x2 analysis was performed. The first factor Fashion consisted with nine items concerned
with fashion conscious questions such as ‘I pay attention to the fashion trend when shopping’, ‘I pay much
attention to the information of fashion on TV or in newspapers and magazines’, ‘I think it’s necessary for man to
use cosmetics’ and etc. The second factor Food consisted with four items and questions were related to
preferences of western food and nutritions. The third factor Housing consisted with five items that are related to
perception of housing and also for the fourth factor Lifestyle Activities with seven items questions related to
emotional side of activities. The fifth factor was named Use of Information and included seven items asking
questions regards to sensitivity of information and media usage. For sixth factor Shopping Pattern with eight items
concerning the brands and purchasing behavior. The last factor Social Values formed by seven items that
indicated respondent’s value towards her/himself and others, the questions such as ‘I do not regard work as the
only thing in life’, ‘I do not feel good when seeing woman smoking’ and etc.
In result of factor analysis of lifestyle by region, the respondents in Shanghai tend to be more a fashion
ostentatious and fashionable and enjoy fast food and prefer foreign goods compare to respondents in Beijing and
Guangzou. Beijing respondents are generally more active in their lifestyle enjoy traveling and participate in the
activities and prefer brand goods with good reputations. In demographically, the Beijing respondents have higher
education level than other two cities and Guanzhou have two distinctive portion of rich and poor segments by
income level and high portion of middle school graduated.
According to cluster analysis, Three types of major lifestyles such as Convenient Lifestyle, Active lifestyle and
the Rational Lifestyle were recognized. And each of lifestyle have distinctive differences of lifestyle. Convenient Lifestyle consumer is the highest percentage group of all with 41 percent. Convenient lifestyle consumers are
fashionable, prefer non-traditional food with passive lifestyle, less use of media, and less self-reliant. Active
Lifestyle consumers which is about 35 percent, they are very aggressive in overall fashion, prefer mix of
convenient and traditional food, buying a house for asset values, enjoy emotional activities such as go to movie,
opera, gallery, listen to music from the radio or CDs’, do planned purchase, prefer reliable brand goods and much
more self-reliant. For the last the Rational Lifestyles consumers are very much in unostentatious and impervious
to fashion, cautious with food nutritions, very active in lifestyle, yet weak preferences for use of media,
information insensitive, self-reliant and high in education level. And also the 45 percent of Bejing respondents
were belong to Rational Lifestyle segment group and forty-percent were belong to Active lifestyle segment group.
For the Shanghai almost 6 percent of respondents were belong to Convenient Lifestyles and 35 percent were in
Active lifestyles. Finally for the Guangzhou 42 percent of respondents were belong to Convenient Lifestyle, 34
percent in Active lifestyles and 24 percent in Rational lifestyles.
The finding of different segment consumers in this study support a conclusion of various lifestyles exist even in
homogeneous samples from urban cities such as Beijing, Shanghai and Guangzhou. And we elaborate Chinese
consumers lifestyle patterns and characteristics of each city consumers.
Overall Beijing consumers favor the formality as the pride of the capital citizen, evolved from the historical
"Royal" culture. Shanghai consumers prefers the open-minded aesthetic as the internationalized business culture.
Guangzhou consumers reveal the practical utilitarian rooted in the politically marginal culture.

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