Exploring the Impact of Acculturation and Ethnic Identity on Korean U.S. Residents' Consumption Behaviors of Utilitarian versus Hedonic Products

This study examined the impact of acculturation and ethnic identity on Korean U.S. residents' consumption of ethnically associated products that varied in usage between utilitarian and hedonic purposes. Results showed that acculturation negatively influenced ethnic identity, which in turn positively impacted both utilitarian and hedonic product consumption. Whereas ethnic identity mediated the negative impact of acculturation on the consumption of both utilitarian and hedonic products, acculturation also had a positive and direct impact on hedonic product use. The implications of these findings are discussed.