호프스테드 문화 차원이 중국 소비자의 지위소비에 미치는 영향: 개인주의, 권력거리, 남성성/여성성, 불확실성 회피를 중심으로

초록

This study aims to empirically analyze the influence of Chinese consumers’ cultural value orientations on status consumption, based on Hofstede’s cultural dimensions theory (1980, 2001). Additionally, income level was included as a moderating variable to explore how the relationship between cultural values and status consumption changes depending on consumers' income. The research model focused on four cultural dimensions: Individualism/Collectivism, Power Distance, Masculinity/Femininity, and Uncertainty Avoidance. Data were collected through an online survey of 537 adults residing in major cities in China. SPSS 26.0 and AMOS 26.0 were used to verify reliability and validity, conduct structural equation modeling (SEM), and perform moderation analysis. The results showed that all four cultural dimensions had significant effects on status consumption. Specifically, Collectivism, Power Distance, Masculinity, and Uncertainty Avoidance were found to strengthen status consumption, while Femininity had a negative effect. Furthermore, income level significantly moderated the relationship between each cultural dimension and status consumption. These findings suggest that consumer behavior is shaped by the interaction between cultural values and economic resources, and they provide practical implications for developing marketing strategies that reflect the unique cultural context of the Chinese consumer market.

키워드