...Or is that only okay for certain posters with certain viewpoints to do but not others?
Of course it is. You know that
You've got your work cut out for you here, Marty.https://www.reddit.com/r/korea/comments/1142p37/hey_im_currently_visiting_korea/
Lol, what's next as your "evidence"? twitter?
By applying motivational values of luxury consumption, this study examined the impact of cultural differences on young consumers' attitudes and purchase intentions toward luxury brands. With the use of survey data (N = 331 for South Koreans and N = 409 for Americans), the study provided support for the hypothesized moderating effect of three perceived values: conspicuous, social, and quality values. The perceived social value was found to influence attitude change favorably among young Korean consumers. The young American consumers tended to increase their attitudes and purchase intentions toward luxury brands if they perceived superior product quality. However, they were more likely to lower their purchase intention as they recognized conspicuous value of consuming luxury brands.
Among the four perceived values of luxury goods, perceived individual value has the strongest influence on attitudes toward luxury goods among millennials in both countries. This confirms previous findings that the emphasis on individual value perceptions is increasing among Asian consumers (Burnasheva et al., 2019; Zhang & Zhao, 2019), like Korean millennials. In contrast to previous literature (Chattalas & Shukla, 2015; Shukla & Purani, 2012), this study reveals that individual value is much stronger among Korean than Dutch millennials. This means that Korean millennials’ individual value perceptions, like hedonism and materialism, are more crucial for influencing attitudes toward luxury goods than they are for Dutch millennials.Perceived social value has the second strongest influence on attitudes toward luxury goods among millennials in both countries. This confirms previous findings that there is a strong need for social comparison among millennials (Ordun, 2015). Surprisingly, Dutch millennials’ attitudes toward luxury goods are more influenced by social value perceptions than Korean millennials’ attitudes. This disagrees with prior literature, as studies have found perceived social value to be more pronounced among Asians than Westerners (Faschan et al., 2020; Lee et al., 2018). Even though millennials from both countries strongly emphasize social value perceptions like status consumption and social treatment, Dutch millennials depict higher levels of perceived social value than Korean millennials (Nelissen & Meijers, 2011).
With reference to the psychological antecedents, the results show that Korean and German consumers differ mainly in their perception of statements related to personal integrity, risk aversion and variety seeking. More than Korean respondents, Germans state that honesty, politeness, and responsibility are important human traits and agree that “there are ethical reasons against buying counterfeit luxury products”. Besides, German consumers are more inclined to try different things and like a great deal of variety, whereas Koreans tend to be more risk-averse: They agree that they “would rather be safe than sorry” and “avoid risky things”. Considering the context-related antecedents, Korean consumers are more than consumers in Germany personally interested and highly involved in the domain of luxury. In particular, Koreans approve the statements referring to the social and status-related aspects of luxury: They “like to know what brands and products make a good impression on others” and prefer luxury brands that “match what and who I really am” and “help to make a good impression on others”. Against this backdrop, judging a trade-off between genuine and counterfeit goods, Korean consumers admit a slightly stronger preference for the counterfeit alternative than Germans, however, certainly not in terms of aspects such as conspicuousness, prestige and social status. Given that they are concerned about what others think of them and fear negative social consequences, Koreans clearly prefer the genuine luxury product, whereas Germans attach more importance to functional attributes of the authentic product such as quality, uniqueness, and usability. In terms of behavioural outcomes, the results reveal significant differences in the perception of Korean and German consumers to aspects of counterfeit risk perception and actual shopping behaviour. Again, Korean consumers emphasise the social aspects of luxury consumption: More than Germans, they consider buying a counterfeit luxury product as very risky and “would not feel very comfortable wearing a fake product in public” because they are afraid that “people in my social environment do not appreciate counterfeit luxury goods”. In contrast, German consumers more agree with performance-related statements such as “if I bought a counterfeit luxury product, I would be concerned that I really would not get my money’s worth from this product“ or “the quality of a fake product will be very poor”. Besides, the results clearly show that Germans are significantly more likely than Koreans to confess that they have already bought counterfeit products and consider buying counterfeit luxury goods in the future. Reasoning the social consciousness of Korean consumers as stated above, one might assume that their answers to the behavioural statements might be influenced by socially desirable response patterns.
Nice work budlight! Now JonVoightCar got his research papers that he has been yearning for.
the study provided support for the hypothesized moderating effect of three perceived values: conspicuous, social, and quality values. The perceived social value was found to influence attitude change favorably among young Korean consumers. The young American consumers tended to increase their attitudes and purchase intentions toward luxury brands if they perceived superior product quality. However, they were more likely to lower their purchase intention as they recognized conspicuous value of consuming luxury brands.
Between 2021 and 2025, luxury goods sales in Korea are predicted to increase by 7.05% annually (Statista, 2020a), whereas the overall Asian luxury goods market is expected to have annual growth of 6.38% during the same period (Statista, 2020c). The Dutch luxury market is also predicted to grow by 6.54% annually between 2021 and 2025
Korean, Chinese, and German consumers consider the premium price tag on luxury goods to be worth the money (Choo et al., 2012; Faschan et al., 2020).
Compared to Korean millennials, Dutch millennials are less likely to consider the perceived investment value before deciding on their luxury purchases. Even though Dutch millennials are big spenders on luxury goods (Winkelstraat.nl, 2021), resale value consciousness is less pronounced when purchasing luxuries. This is because the Dutch are more attached to possession of material goods (Dawson & Bamossy, 1990; Sobol et al., 2018); hence, they are less likely to resell luxury goods on the secondhand market. More importantly, research has found that impulse buying strongly influences luxury consumption behavior among Dutch millennials (Winkelstraat.nl, 2021). In other words, Korean consumers emphasize the perceived investment value of luxury goods more than Dutch consumers do.
Faschan et al. (2020) also found that German and Chinese millennials do not associate superior quality and durability with perceived functional values of luxury goods.
Nonetheless, previous studies revealed that Western consumers place more emphasis on hedonism than Asian consumers do (Aliyev & Wagner, 2018). European consumers in general, like the Dutch and British, place a stronger meaning on individual value perceptions and materialistic goods than Americans and Asians do
urnasheva et al. (2019) argued that Korean and Russian millennials are strongly focused on materialism, resulting in positive attitudes toward luxury goods. Also, Korean and Russian millennials have a strong desire to express their unique self-image and personality through the consumption and possession of luxury goods (Burnasheva et al., 2019).
Thus, this research expects vertical individualistic values to be weaker than HI among Korean and Dutch millennials.
The Korean sample has three types of respondents: those who were interested in luxury goods and purchased luxury goods (71.6%), those who were interested in luxury goods but did not have any purchasing experience (10.2%), and those who were not interested in luxury goods but purchased them (18.2%).The Dutch sample has two types of respondents: those who were interested in luxury goods and purchased luxury goods (89.6%) and those who were interested in luxury goods but did not have any purchasing experience (10.4%). Unlike Korean millennials, Dutch millennials do not purchase luxury goods when they are not interested. Explanations for this could be that Koreans purchase luxury goods as a gift to others or that they purchase luxury goods for reasons other than interest.
Surprisingly, Dutch millennials’ attitudes toward luxury goods are more influenced by social value perceptions than Korean millennials’ attitudes. This disagrees with prior literature, as studies have found perceived social value to be more pronounced among Asians than Westerners (Faschan et al., 2020; Lee et al., 2018). Even though millennials from both countries strongly emphasize social value perceptions like status consumption and social treatment, Dutch millennials depict higher levels of perceived social value than Korean millennials
lol, you actually read them?!
Yes, I actually read. And if someone has some information to contribute, give it a glance (within reason)."OMG, a literate university-educated adult decided to read to learn and check their assumptions. Ridiculous!" Maybe if you read them, you might see that there's reasons to not fall into the traps of stereotype and bigotry which some here apparently do.
Appearance and face? Is this anything new in Korean society?
He read what he wanted to see.
Interesting considering that the Dutch are known for their thriftiness.
