CAJ | 학술논문

不同民族在其特有的自然、人文环境下形成了不同风格的民族文化。这种文化对人们的购物及消费将产生深远的影响，不仅影响其购买的商品种类，还影响消费结构和消费决策。因此，具有不同文化背景的民族在购买行为上存在着差异。在考察消费者购买行为的主要影响因素、FCB Grid模型等先行研究的基础上，比较分析居住在延边地区的朝鲜族和汉族消费者的购买行为，以期为企业在制定营销战略时提供一些有益的借鉴。
불동민족재기특유적자연、인문배경하형성료불동풍격적민족문화。저충문화대인문적구물급소비장산생심원적영향，불부영향기구매적상품충류，환영향소비결구화소비결책。인차，구유불동문화배경적민족재구매행위상존재착차이。재고찰소비자구매행위적주요영향인소、FCB Grid모형등선행연구적기출상，비교분석거주재연변지구적조선족화한족소비자적구매행위，이기위기업재제정영소전략시제공일사유익적차감。
Different nationalities have formed different national cultures under unique natural and human environments. National cultures have profound influences on people＇s shopping habits,consumption structure and consumption strategy. Based on a study of the influencing factors of consumer＇s behavior and FCB Grid model, a comparative analysis of the consuming behavior of Korean nationality and Han nationality in Yanbian is made herein, and feasible suggestions for marketing strategy are put forward accordingly.