This study of Product Placements examines cross-cultural differences in the UK, Germany and Mexico using an online survey of 338 respondents. Although product placement can still be used as a standardised global marketing strategy significant cultural differences were found, Marketers must therefore pay attention to such differences for international product placement decisions.

The main purpose of this paper is to find the etic dimensions of beliefs towards comparative advertising (CA) and to test their relationship with global attitude and acceptance of CA in a cross-cultural setting. Samples from four linguistic and cultural different countries were used: Austria, Canada, China and Peru. The research instrument was an online questionnaire. Results uncovered three main etic belief dimensions: truthfulness and deceitfulness as societal (micro) variables, and product information as personal (micro) variable. Invariance tests indicate that the items comprising the scales proposed to measure CA beliefs, global attitude and acceptance of CA possess equivalence across the four countries. Our model shows that beliefs indirectly affect acceptance of CA, which is mediated by global attitude toward CA. Results reveal similarities and differences across countries on the magnitude and importance of the beliefs and global attitude total effects upon acceptance. Finally, results are analyzed vis-à-vis the Hofstede’s national cultural dimensions, which indicate that uncertainty avoidance and individualism/collectivism help to explain the main differences across the countries.

Perceived risk associated with online shopping has a critical effect on consumer decision making. Cultural values provide a good theoretical basis for understanding perceived risk. Given the rapid globalization of online shopping, an understanding of the mechanism of perceived online shopping risk and consumer repurchase intention in different cultures is crucial. The research question furnishing the main impetus for this study is: What are the different effects of various determinants of perceived risk in the context of online clothing shopping. We will study this question through the lens of Chinese and French cultural differences. A total of 195 and 221 questionnaires used for the analysis were collected from Chinese and French respondents respectively. Structural equation models with the maximum likelihood estimation method were employed to test all the hypothesized relationships. The research produced the following findings. Privacy concerns, security protection, and website retailer reputation have different effects (too large) on consumer perception of non-personal risk and personal risk as a result of cultural differences. Additionally, for both the Chinese and French samples, non-personal perceived risk significantly effects intention to repurchase. We found personal perceived risk has a significant effect only on Chinese consumer intention to repurchase.

This paper examines consumer impulse buying choice in various situations. A questionnaire was sent to 414 consumers in the UK and Taiwan. The results demonstrate the interactions between the consumption situations and corresponding individual-related factors. Individuals’ cultural backgrounds were also found to predict different types of impulse buying patterns effectively.

The importance of recycling and environmental preservation has continued to receive increasing attention from governments, enterprises, and consumers. However, little research examines the factors that influence individuals’ commitment to recycling and environmental preservation, and even less explores how that commitment can lead to preferential behavior, word-of-mouth and willingness to sacrifice for recycling and environmental preservation. This study examines the roles of need for self-expression and arousal to explain commitment and whether commitment leads to those behaviors. The study is duplicated in three countries, each representing different cultural dimensions. Data collected from respondents in South Korea, the United States and Portugal inform a model that supports the majority of the hypotheses and points out some interesting differences in the ways that recycling and environmental preservation should be presented in various cultures to achieve buy-in.

The purpose of this study is to compare the purchase intention on naturally dyed clothing between Korea and the US. As independent variables that affect the purchase intention, benefits that consumers seek when purchasing naturally dyed clothing, especially for fabric materials, and attitudes towards naturally dyed clothing were selected. A quantitative research method with a survey was employed. 160 data from Korea and 180 data from the US were used for the analysis. The convenience sampling method (i.e., college female students) was used. Descriptive statistics, factor analysis, t-test and regression analysis were employed to test the differences in purchase intention, fabric benefit sought, and the attitudes. The fabric benefit sought selected for this study includes eco-friendliness, uniqueness, aesthetic, comfort and quality. The attitude toward naturally dyed clothing was categorized as an emotional and a cognitive attitude. The results show the significant differences in the fabric benefit sought depending on nationality, major and experiences in natural dyeing. Significant differences were found in of the attitude toward naturally dyed clothing among the nationalities and the experience types in natural dyeing. In addition, there were significant differences in purchase intention toward naturally dyed clothing between Korean and the US participants, and countries show different fabric benefits and attitudes which influenced participants' purchase intention. The results of this study suggest an appropriate fabric planning for environment-friendly fashion products for both countries.

In the trend toward globalization, cross-cultural teams in organizations are becoming more and more common. In particular, the influence of China and Western Europe on the global economy is getting increased. With this trend, it is important to understand cross-cultural characteristics for group decision making in managerial environments. This study aims at analyzing cross-cultural differences between China and Western Europe in light of the effect of group discussion in group decision making. An experiment simulating a decision of a car purchase was conducted. A total of 48 subjects (24 Chinese and 24 Western Europeans) assigned in decision groups were asked to judge relative importance ratios of nine factors affecting their purchase decisions using the AHP program developed for the experiment. Three dependent variables (consistency, satisfaction, and consensus) were measured. Chinese were slightly more consistent than Western Europeans in discussion-involved group decision making. In terms of decision satisfaction, Western Europeans were more satisfied with discussion-included decisions than discussion-excluded decisions. Chinese, on the contrary, did not show a significant difference. There was no significant difference between two cultures in decision consensus.

오늘날 국내 게임 시장의 포화로 인해 국내게임 업체들의 해외 진출이 날로 증대되고 있다. 특히, 중국, 일본, 동남아등에서 온라인게임 시장의 규모만 보고, 준비 없이 진출했다가 실패한 업체들에 대한 사례들이 적지 않다. 현재 우리나라의 대표적인 게임 업체들은 10여년 이상 현지화 작업을 통해, 라이센싱, 합작, 전략적 제휴, 틈세 시장공략, 단독 경영등 다양한 포지셔닝과 현지화한 전략을 적용하여 MMORPG게임의 경우는 다소 현지화에 성공하였다고 볼 수 있으나 스포츠, 슈팅, 액션 등 다른 온라인게임이나 웹상에서 실행되는 웹 게임, 스마트폰 게임 등은 현지 문화나 종교, 그리고 인프라 등의 환경적, 정책적 차이점 때문에 성공한 사례가 거의 전무한 상태이다. 따라서 본 논문에서는 중국에서 현지화에서 성공한 한국 게임인 크로스파이어를 선정하여 한국 게임이 해외에서 성공하기 위한 현지화 요소를 정리하였으며, 사례 분석을 통하여, 성공할 수 있는 결정 요소들이 무엇인가를 조사 분석하였다.

This study seeks to understand why Shantung mission was the only cross-cultural mission work done by the Korean church in 1913-1957 while the focus of other mission works was the Diaspora Koreans and its implications for today's mission work of the Korean church. The Korean church clearly demonstrated its evangelistic zeal by sending its missionaries to Jeju Island, Manchuria, Russia, Japan, Hawaii and Shantung. However, it is interesting that it was only Shantung mission that was cross-cultural in nature, while all others were targeting Koreans living overseas. This study briefly looks at those early missionary enterprise in different regions, which at the end points to the foundational difference between Shantung mission and other missions in other places. They share many things in common, they both were initiated by the church, they both show the missionray zeal, they both were done while they did not have sufficient resources, they both have sacrificial indiviuals. However, Shantung mission stands as the only cross-cultural mission work. While fully agreeing that Shantung mission was exclusively ministered, gorverned and financed by the Korean church, this study suggests that Shantung mission was the only cross-cultural mission enterprise because it was initiated by a missionary, possibly with the help of a missionary board. Some previous studies seem to overlook the fact that W. B. Hunt took a significant role in planning and preparing Shantung mission, mediating between mission boards, the Chinese church and the Korean church. This study, then, goes further to discuss what the Korean church may learn from this historical event.

This study investigates apology strategies for Koreans in six offence contexts in an attempt to find out how these contexts are perceived and what apology strategies are used by them and to compare the findings of the study with other studies cross-culturally. The data of apologies in Korean were collected in a questionnaire in which 175 native speakers of Korean who were participated in the study evaluated socio-pragmatic factors and completed dialogs which were related with each offence situation. As general apology strategies, IFIDs (Illocutionary Force Indicating Devices) and responsibility were used mostly, which supports the similar findings in the CCSARP (Cross-Cultural Speech Act Realization Project). As a situation specific apology strategy, however, explanation was used in a surprising degree, which was not shown in the findings in the CCSARP. In addition, modifications of apology strategies such as intensifiers, minimizers, and concern for the hearer in the study were also used much more than other studies in the CCSARP. Correlations between severity and obligation in the study support other studies, however correlations between IFIDs and obligation, inverse correlations between responsibility and explanation in the study are quite unique in apology studies.

The purpose of the study was to compare the culture and the clothing value between Korean and American college students, especially men. Also, this study was to analyze the culture effect on the clothing value. The survey was performed and 200 questionnaires were utilized for this study. The SPSS 12.0 was used to analyze the technical statistics like average, frequency, t-test, factor analysis, multiple regression analysis. The result showed, first, there were some 2 major cultural differences such as power distance and long-term orientation between Korean and American college men. Comparatively, Korean college men showed higher masculinity and lower power distance and long-term orientation. Second, there were differences in the clothing value aspect. Both of them considered the economic clothing value to be most important. Third, there were some differences in the clothing value because of the cultural differences. For Korean college men, there were masculinity and long term orientation that had an effect on the social and religious clothing values, however, for American college men, power distance, masculinity and long term orientation that had an effect on the social, religious, theoretical and economic values.

이 연구는 한국, 중국, 일본, 네덜란드의 개인주의를 비교하여 그 차이와 원인을 고찰하고, 개인주의에 미치는 국가, 성별, 연령 등의 영향 내용을 파악하는 것을 목적으로 하여, 한국 267명, 중국 271명, 일본 251명, 네덜란드 262명의 데이터를 통계분석하고 그 의미를 고찰한 연구이다. 요인분석 결과, 개인주의를 구성하는 하위개념들로 볼 수 있는 4가지 요인들('독자행동', '익과 의사결정', '타인 무관심', '자신의 의지')을 추출하였고, 이들 요인들이 특정 국가와 긴밀히 연관되어 있다는 점을 발견하였다. 이어 국가별 비교를 통해, '네덜란드,일본〉중국》한국'의 순으로 개인주의 성향이 강하다는 것을 확인하였다. 네덜란드는 여러 문항에 걸쳐 개인주의 성향이 가장 강하게 나타났으나 타인무관심 관련 문항에서는 낮은 수치를 보인 반면, 일본은 타인무관심 관련 문항에서 가장 높은 개인주의 성향을 보였다. 한국은 가장 집단주의적인 것으로 나타났다. 성별에 있어서는 여성보다 남성이 개인주의성향이 강하였다. 연령에 있어서는 20대가 다른 연령대에 비해 집단주의 성향이 가장 강한 것으로 나타났다. 21개 문항 중 유의차를 보인 문항수는 국가별 비교에서는 21개 문항 모두, 성별은 6개 문항, 연령은 7개 문항으로 나타나, 국가가 개인주의 구분의 가장 유용한 변인임을 확인하였다.

목적 : 본 연구는 한글 PEDI의 표준화를 위한 예비 연구로써 한글로 번역한 PEDI의 번역 정확도를 검증하고, 한글 PEDI로 국내 아동을 평가하여 동일 연령대의 미국 아동과의 기능수준을 비교하여 문화간 차이를 확인하기 위한 목적으로 실시하였다. 연구방법 : 한글 PEDI는 미국에서 대학교 이상의 교육을 받은 2개 국어 사용자 3명에게 의뢰하여 번역 정확도를 검증받았다. 미국아동과의 연령별 기능수준 비교는 어린이 집에 다니는 일반아동 28명을 2～5세까지 6개의 연령군으로 나누어 각 평가 결과를 비교하였다. 결과 : 번역 정확도의 검증 결과 기능적 기술 부분의 신변처리, 이동, 사회적 기능 영역과 보호자의 도움 및 조정/변경 부분에서 5점 만점에 평균 4.67이상으로 높게 나타났다. 또한 모두 4개 문항에서 2명 이상의 응답자가 번역 정확도가 나쁨이나 매우 나쁨에 응답하였다. 한국과 미국 아동들의 기능수준을 비교한 결과는 신변처리, 이동, 사회적 기능 영역과 보호자 도움 부분에서 아동들의 기능수준 차이가 나타났다. 규준 표준화 점수에서는 신변처리 영역의 2.5∼2.9세 연령군과 이동 영역의 2.0∼2.4, 2.5∼2.9, 3.0∼3.4세 연령군, 보호자 도움 부분의 2.5∼2.9세 연령군에서 한국 아동들이 미국아동들에 비해 낮은 기능수준을 보였다. 표준 점수에서는 이동 영역의 4.0∼4.4세 군, 사회적 기능 영역의 4.0∼4.4세 군과 보호자 도움 부분의 4.5∼4.9세 군에서 한국 아동들이 낮은 기능수준을 보였다. 결론 : 본 연구에서는 번역 정확도 검증 결과 4개 문항에 대한 수정이 이루어졌고, 한국과 미국 아동의 연령군에 따른 기능수준 비교에서 차이가 있는 것으로 나타났다.

A vast amount of research has now established that writer-reader interaction is embodied in written texts through various linguistic devices. Among them, modalization plays a key role as a strategy for constructing the interaction in text. The impetus for this study is that it allows a new perspective to cross-cultural comparison between English and Korean texts. Based on contextual analysis of 356 British and Korean newspaper science popularizations with the two pairs of analytical categories that show how directly the writer performs the interaction with the reader (Types DI and II) and how strongly the writer commits him/herself to propositions (Types S and W), this paper argues that the discoursal preferences in the interactive use of modalization by the two groups of authors seem to be a reflection of the different orientations to human relations in British and Korean societies: equality-orientation in Britain and hierarchy-orientation in Korea.

한 시대나 사회의 얼굴매력에 대한 관점을 영화배우 등 인기연예인의 얼굴분석을 통해 알 수 있다는 가정 하에 물리적 특징에 기반 한 한국 및 외국 연예인 얼굴 의 교차 문화적 특징 및 추세를 알아보았다. 얼굴인상감성모형을 이용하여 각 연예인얼굴의 물리적 특징을 측정하고 얼굴유형을 분류하였다. 분석대상은 한국의 여자연예인 47명, 남자연예인 47명, 외국 여자연예인 116명과 남자연예인 87명으로 총 297명이었다. 교차문화적인 분석에서 나타난 한국과 외국의 남녀 연예인 얼굴의 공통적인 특징은 날카로운 인상이었다.

본 연구는 태국에서 이문화인식과 학습동기를 통한 한국어교육 활성화를 위한 일련의 방안을 강구하는 데 목적이 있다. 한국어교육에서 문화적 측면을 고려함은 문화 상호간 무슨 차이가 있으며, 그 차이가 문화간 의사소통에 어떤 문제를 야기시키는지, 또 문화차이가 존재하게 되는 이유 등을 규명하게 한다. 언어문화통합교육은 학습자 중심 교육은 물론 실제 자료의 사용으로 효과적인 과제 중심 교육을 실시할 수 있다. 언어학습에 있어서 이문화인식은 양국 문화의 특징을 상대성과 다양성의 측면에서 충분히 이해되도록 해야 할 것이다. 따라서 한국어학습자와 교사들은 의사소통적 기능뿐만 아니라 문화간 인식에도 많은 관심과 지식을 가져야 한다. 한국어학습자의 학습동기 유발과 이문화인식은 학습자들이 무엇을 배우기를 원하고, 무엇을 필요로 하는지에 우선 전략적 바탕을 두어야 한다, 더불어 한국어교육의 활성화를 위한 양국 정부, 대학교 및 기업의 역할도 함께 고려할 필요가 있을 것이다.