SlideShare a Scribd company logo
Consumers’ Worldmindeness and their attitudes and o
     rientations toward global consumptions


                    국제경영이론연구
                     이동기 교수님
                 제출자: 경영대학 마케팅 전공
                   2007-30788 고은희
                  제출일: 2008년 12월 16일




                 2008년 2학기 국제경영이론 2007-
                         30788 고은희
Introduction and Literature Review

Introduction                                 Literature Review

                                                                      Concepts

                                              Sampson and Smith (     Hybrid culture appreciating world
                                              1957) – Worlmindedn     sharing and common welfare as “
               Globalization                  ess                     worldmindedness”
                                              Merton (1957) –         A cosmopolitan is a person who
                                              Cosmopolitan            maintains a broad network of link
                                                                      s and personal contacts outside t
                                                                      he immediate community.
     Transform consumers’ mind set            Hannerz (1990) –        Cosmopolitanism is a willingness
     (Consumer worldmindedness)               Cosmopolitanism         to engage with the “other” and th
                                                                      us constitutes openness toward d
                                                                      ivergent cultural experiences.
                                              Hannerz (1999) –        A world-minded (or cosmopolitan
                                              World-minded person     ) person as someone who reflect
                                                                      s both “cultural openness” and “c
      Consumers’ attitudes to global                                  ultural adaptability”
        products or global brands             Alden and colleagues    A measure of consumer attitudes
             (GCO & AGB)                      (2006) – Global Consu   toward global consumption
                                              mption Orientation (G
                                              CO)




                                   2008년 2학기 국제경영이론 2007-
                                           30788 고은희
Hypotheses and Data collection

Hypotheses                                                           Data collection
                                                                     Sample Descriptions
 H1a: Exposure to global experience through mass media from ot
                                                                              Gender                    Age
her countries has a positive influence on consumer worldmindedne              Frequency      Percen     Frequency       Percent
ss.                                                                                          t
 H1b: Exposure to global experience through international travel
                                                                    Male      30             55.6       39              72.2
has a positive influence on consumer worldmindedness.               (20-24)
 H1c: Exposure to global experience through international social
network has a positive influence on consumer worldmindedness.       Female    24             44.4       15              37.8
                                                                    (25-29)
 H2a: Consumer world mindedness has a positive influence on c
onsumer global consumption orientation.                             Total     54             100        54              100
 H2b: Consumer world mindedness has a positive influence on c
onsumer global consumer attitudes toward global brands.               Methods of Constructs
                                                                                                        Source

Model                                                                 Global Media                    Appadurai (1990)

                                                                      International Travel            Nijssen and Douglas
         GM           H1a                                                                             (2004)

                                       H2a          CGO               International Network           Douglas and Nijssen
                                                                                                      (2003)
                   H1b
           IT                  CW                                     Global Consumer
                                                                      Orientation
                                                                                                      Alden, Steenkamp, a
                                                                                                      nd Batra (2006)
                                          H2b
                                                                      Attitudes to Global             Nunnally (1967)
                  H1c                                                 Brands
                                                    AGB               Consumer                        Hannerz (1990)
          IN                                                          Worldmindedness

                                             2008년 2학기 국제경영이론 2007-
                                                     30788 고은희
Results
Analyses with AMOS 4.0                Results




                                          GM              .69*

                                                                            .42*           CGO
                                                     -.36
                                           IT                      CW
                                                                               .54*
                                                    .38
                                                                                           AGB
                                           IN
                                          Note: The standardized parameters are shown. Parameter is
                                                   significant at a confidence level of p<.05*.
                         2008년 2학기 국제경영이론 2007-
                                 30788 고은희
Conclusions and Limitations

Conclusions                                                 Limitations

1.    Consumers who are more culturally open and ad        1.   First, the study involved cross-sectional research
      aptable are more globally oriented to and are mo          but was conducted in a single city, Seoul.
      re in favor of global brands
     (Worldmindedness - Consumer Global Orientation        2.   Second, this study includes one homogeneous gr
      & Attitudes to Global Brands)                             oup as respondents, which is a group consisting
                                                                of university students.
2.     One (global media) is revealed to be positivel
       y related to consumer worldmindedness, wher         3.   Third, this study contains small sample; only 54 p
       eas the influences of the others are not clear.          ersons participated to the survey as respondents.
     (Global Media, International Travel, & Internatio
       nal Network – Consumer Worldmindedness)             4.   Although consumer worldmindedness seems to p
                                                                lay a role in the attitudes towards global consum
     It can be guessed that the respondents have re
                                                                ption orientation and global brands, the extent to
       latively small direct international experiences t
                                                                which it influences other types of consumer attitu
       hrough international travels and international           des and behavior and thus plays a role in a broa
       networks compared to indirect ones through g             der range of attitudes and behavior should be ad
       lobal media.                                             dressed.




                                           2008년 2학기 국제경영이론 2007-
                                                   30788 고은희
Any questions and thoughts are welcome.




          2008년 2학기 국제경영이론 2007-
                  30788 고은희

More Related Content

Similar to Presentation first draft

Gyc 2010-benking-part-1
Gyc 2010-benking-part-1Gyc 2010-benking-part-1
Gyc 2010-benking-part-1
Heiner Benking
 
Literature review
Literature reviewLiterature review
Literature review
Arjona Pecaj
 
An Introduction To The Criticism On Sustainable Development
An Introduction To The Criticism On Sustainable DevelopmentAn Introduction To The Criticism On Sustainable Development
An Introduction To The Criticism On Sustainable Development
Andrew Molina
 
Jibs20113a
Jibs20113aJibs20113a
Jibs20113a
秉樺 蔡秉樺
 
datastream
datastreamdatastream
datastream
Reine Bohbot
 
Slow design (1)
Slow design (1)Slow design (1)
Slow design (1)
jawasadh
 
Slow design
Slow design Slow design
Slow design
jawasadh
 
IWRM in Asia, a balance sheet - by Wouter Lincklaen Arriens
IWRM in Asia, a balance sheet - by Wouter Lincklaen ArriensIWRM in Asia, a balance sheet - by Wouter Lincklaen Arriens
IWRM in Asia, a balance sheet - by Wouter Lincklaen Arriens
Global Water Partnership
 
fakrul.azmey_L6.3_dissertation
fakrul.azmey_L6.3_dissertationfakrul.azmey_L6.3_dissertation
fakrul.azmey_L6.3_dissertation
fakrulazmey
 
Internationalisation of the media tends to undermine national cultures
Internationalisation of the media tends to undermine national culturesInternationalisation of the media tends to undermine national cultures
Internationalisation of the media tends to undermine national cultures
Yusuf Kurniawan
 
1.1 sustainable development and system innovation vezzoli 10-11 (29)
1.1 sustainable development and system innovation vezzoli 10-11 (29)1.1 sustainable development and system innovation vezzoli 10-11 (29)
1.1 sustainable development and system innovation vezzoli 10-11 (29)
LeNS_slide
 
What is-degrowth demaria
What is-degrowth demariaWhat is-degrowth demaria
What is-degrowth demaria
danieleferragina
 
Ecopreneurship
EcopreneurshipEcopreneurship
Ecopreneurship
Gavin Harper
 
Cirkelstad inaugral lecture_doepel_121002
Cirkelstad inaugral lecture_doepel_121002Cirkelstad inaugral lecture_doepel_121002
Cirkelstad inaugral lecture_doepel_121002
Cirkelstad
 
MKT600_Pajela K_Presentation
MKT600_Pajela K_PresentationMKT600_Pajela K_Presentation
MKT600_Pajela K_Presentation
KeithreenIrisPajela
 
A sustainable approach for sustainable development
A sustainable approach for sustainable developmentA sustainable approach for sustainable development
A sustainable approach for sustainable development
Neopost Mailing Solutions, Digital Communications and Shipping Services
 
Sostenibilitat oportunitats de_negoci
Sostenibilitat oportunitats de_negociSostenibilitat oportunitats de_negoci
Sostenibilitat oportunitats de_negoci
La innovation Kitchen
 
Adding value through marketing
Adding value through marketingAdding value through marketing
Adding value through marketing
Deniz Kurugöllü
 
ManagementInvestigationDissertation_
ManagementInvestigationDissertation_ManagementInvestigationDissertation_
ManagementInvestigationDissertation_
Amy Tompkins
 

Similar to Presentation first draft (19)

Gyc 2010-benking-part-1
Gyc 2010-benking-part-1Gyc 2010-benking-part-1
Gyc 2010-benking-part-1
 
Literature review
Literature reviewLiterature review
Literature review
 
An Introduction To The Criticism On Sustainable Development
An Introduction To The Criticism On Sustainable DevelopmentAn Introduction To The Criticism On Sustainable Development
An Introduction To The Criticism On Sustainable Development
 
Jibs20113a
Jibs20113aJibs20113a
Jibs20113a
 
datastream
datastreamdatastream
datastream
 
Slow design (1)
Slow design (1)Slow design (1)
Slow design (1)
 
Slow design
Slow design Slow design
Slow design
 
IWRM in Asia, a balance sheet - by Wouter Lincklaen Arriens
IWRM in Asia, a balance sheet - by Wouter Lincklaen ArriensIWRM in Asia, a balance sheet - by Wouter Lincklaen Arriens
IWRM in Asia, a balance sheet - by Wouter Lincklaen Arriens
 
fakrul.azmey_L6.3_dissertation
fakrul.azmey_L6.3_dissertationfakrul.azmey_L6.3_dissertation
fakrul.azmey_L6.3_dissertation
 
Internationalisation of the media tends to undermine national cultures
Internationalisation of the media tends to undermine national culturesInternationalisation of the media tends to undermine national cultures
Internationalisation of the media tends to undermine national cultures
 
1.1 sustainable development and system innovation vezzoli 10-11 (29)
1.1 sustainable development and system innovation vezzoli 10-11 (29)1.1 sustainable development and system innovation vezzoli 10-11 (29)
1.1 sustainable development and system innovation vezzoli 10-11 (29)
 
What is-degrowth demaria
What is-degrowth demariaWhat is-degrowth demaria
What is-degrowth demaria
 
Ecopreneurship
EcopreneurshipEcopreneurship
Ecopreneurship
 
Cirkelstad inaugral lecture_doepel_121002
Cirkelstad inaugral lecture_doepel_121002Cirkelstad inaugral lecture_doepel_121002
Cirkelstad inaugral lecture_doepel_121002
 
MKT600_Pajela K_Presentation
MKT600_Pajela K_PresentationMKT600_Pajela K_Presentation
MKT600_Pajela K_Presentation
 
A sustainable approach for sustainable development
A sustainable approach for sustainable developmentA sustainable approach for sustainable development
A sustainable approach for sustainable development
 
Sostenibilitat oportunitats de_negoci
Sostenibilitat oportunitats de_negociSostenibilitat oportunitats de_negoci
Sostenibilitat oportunitats de_negoci
 
Adding value through marketing
Adding value through marketingAdding value through marketing
Adding value through marketing
 
ManagementInvestigationDissertation_
ManagementInvestigationDissertation_ManagementInvestigationDissertation_
ManagementInvestigationDissertation_
 

Presentation first draft

  • 1. Consumers’ Worldmindeness and their attitudes and o rientations toward global consumptions 국제경영이론연구 이동기 교수님 제출자: 경영대학 마케팅 전공 2007-30788 고은희 제출일: 2008년 12월 16일 2008년 2학기 국제경영이론 2007- 30788 고은희
  • 2. Introduction and Literature Review Introduction Literature Review Concepts Sampson and Smith ( Hybrid culture appreciating world 1957) – Worlmindedn sharing and common welfare as “ Globalization ess worldmindedness” Merton (1957) – A cosmopolitan is a person who Cosmopolitan maintains a broad network of link s and personal contacts outside t he immediate community. Transform consumers’ mind set Hannerz (1990) – Cosmopolitanism is a willingness (Consumer worldmindedness) Cosmopolitanism to engage with the “other” and th us constitutes openness toward d ivergent cultural experiences. Hannerz (1999) – A world-minded (or cosmopolitan World-minded person ) person as someone who reflect s both “cultural openness” and “c Consumers’ attitudes to global ultural adaptability” products or global brands Alden and colleagues A measure of consumer attitudes (GCO & AGB) (2006) – Global Consu toward global consumption mption Orientation (G CO) 2008년 2학기 국제경영이론 2007- 30788 고은희
  • 3. Hypotheses and Data collection Hypotheses Data collection  Sample Descriptions  H1a: Exposure to global experience through mass media from ot Gender Age her countries has a positive influence on consumer worldmindedne Frequency Percen Frequency Percent ss. t  H1b: Exposure to global experience through international travel Male 30 55.6 39 72.2 has a positive influence on consumer worldmindedness. (20-24)  H1c: Exposure to global experience through international social network has a positive influence on consumer worldmindedness. Female 24 44.4 15 37.8 (25-29)  H2a: Consumer world mindedness has a positive influence on c onsumer global consumption orientation. Total 54 100 54 100  H2b: Consumer world mindedness has a positive influence on c onsumer global consumer attitudes toward global brands.  Methods of Constructs Source Model Global Media Appadurai (1990) International Travel Nijssen and Douglas GM H1a (2004) H2a CGO International Network Douglas and Nijssen (2003) H1b IT CW Global Consumer Orientation Alden, Steenkamp, a nd Batra (2006) H2b Attitudes to Global Nunnally (1967) H1c Brands AGB Consumer Hannerz (1990) IN Worldmindedness 2008년 2학기 국제경영이론 2007- 30788 고은희
  • 4. Results Analyses with AMOS 4.0 Results GM .69* .42* CGO -.36 IT CW .54* .38 AGB IN Note: The standardized parameters are shown. Parameter is significant at a confidence level of p<.05*. 2008년 2학기 국제경영이론 2007- 30788 고은희
  • 5. Conclusions and Limitations Conclusions Limitations 1. Consumers who are more culturally open and ad 1. First, the study involved cross-sectional research aptable are more globally oriented to and are mo but was conducted in a single city, Seoul. re in favor of global brands (Worldmindedness - Consumer Global Orientation 2. Second, this study includes one homogeneous gr & Attitudes to Global Brands) oup as respondents, which is a group consisting of university students. 2. One (global media) is revealed to be positivel y related to consumer worldmindedness, wher 3. Third, this study contains small sample; only 54 p eas the influences of the others are not clear. ersons participated to the survey as respondents. (Global Media, International Travel, & Internatio nal Network – Consumer Worldmindedness) 4. Although consumer worldmindedness seems to p lay a role in the attitudes towards global consum It can be guessed that the respondents have re ption orientation and global brands, the extent to latively small direct international experiences t which it influences other types of consumer attitu hrough international travels and international des and behavior and thus plays a role in a broa networks compared to indirect ones through g der range of attitudes and behavior should be ad lobal media. dressed. 2008년 2학기 국제경영이론 2007- 30788 고은희
  • 6. Any questions and thoughts are welcome. 2008년 2학기 국제경영이론 2007- 30788 고은희