Consumer Behavior in Rural South Korean Communities
- Yun-Jung Choi (Iowa State University)
- Nancy J. Miller (Iowa State University)
The purpose of this study was to investigate various aspects of rural South Korean consumers' shopping behavior. Fac-tors pre-viously 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) satisfac-tion 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 con-sumers' purchasing was also explored by examining South Korean rural con-sumer brand preference for US versus Korean jeans.
How to Cite:
Choi, Y. & Miller, N. J., (1998) “Consumer Behavior in Rural South Korean Communities”, International Textile and Apparel Association Annual Conference Proceedings 1999(1).