Consumer behavior in rural south korean communities

摘要

the purpose of this stud ywas to investigate various aspects of rural South Korean consumers' shopping behavior. Factors previously tested with consumers in rural Iowa and Nebraska communities were expanded by cross-cultural testing of empirical variables regarding consumers' (1) moral, social, and economic motivations, (2) satisfaction with local retail establishment, (3) reciprocity, (4) attachment to their community, (5) intention to inshop, and (6) inshopping behavior. The effect of brand loyalty on consumers' purchasing was also explored by examining South Korean rural consumer brand preference for US versus Korean jeans.