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

Jong Woo Jun, Chang Dae Ham, Jae Hee Park

Research output: Contribution to journalArticlepeer-review

Abstract

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.

Original languageEnglish (US)
Pages (from-to)2-13
Number of pages12
JournalJournal of International Consumer Marketing
Volume26
Issue number1
DOIs
StatePublished - Jan 1 2014

Keywords

  • Social identity theory
  • acculturation
  • ethnic identity
  • utilitarian/hedonic products

ASJC Scopus subject areas

  • Management Information Systems
  • Marketing

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