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광고의 외국 모델 및 외국어에 대한 중국 소비자들의 태도에 미치는 글로벌미디어 소비효과The Effect of Global Media Consumption on Chinese Consumers’ Response to Foreign Models and Languages in Advertising : An Examination of the Moderated Mediation of Global Mindset
- Other Titles
- The Effect of Global Media Consumption on Chinese Consumers’ Response to Foreign Models and Languages in Advertising : An Examination of the Moderated Mediation of Global Mindset
- Issue Date
- 2017
- Publisher
- 한국광고PR실학회
- Keywords
- global media; global mindset; global sign; consumer ethnocentrism; advertising; china
- Citation
- 광고PR실학연구, v.10, no.3, pp.318 - 342
- Journal Title
- 광고PR실학연구
- Volume
- 10
- Number
- 3
- Start Page
- 318
- End Page
- 342
- ISSN
- 2005-2618
- Abstract
- This study looks at how global media consumption is related to Chinese consumers’ attitudes toward global signs (i.e., foreign models and foreign languages) in advertising. Findings confirm the mediating effect of global mindset, suggesting that global media consumption indirectly influences attitudes toward foreign models and foreign languages by affecting global mindset. Data further reveals the moderated mediation of global mindset by consumer ethnocentrism－as consumer ethnocentrism increased, the mediating effect of global mindset became stronger.
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Related Researcher
- Um, Nam Hyun
- Advertising & Public Relations (Advertising & Public Relations)