A study of the authenticity of traditional cultural products: focus on Korean, Chinese, and Japanese consumers

• Published in: Journal of Global Scholars of Marketing Science Vol. 27; no. 2; pp. 93 - 110
• Main Authors: Lee, Seulgi, Ko, Eunju, Chae, Heeju, Minami, Chieko
• Format: Journal Article
• Language: English
• Published: Routledge 01.01.2017; Informa UK Limited; 한국마케팅과학회
• Subjects: authenticity; consumer attitudes and purchase intention; culture marketing; traditional cultural products (TCPs); Traditional culture; 传统文化; 传统文化产品（TCPs）; 传统文化熟悉程度; 对其他文化的开放性; 文化市场营销; 消费者态度和购买意图; 消费者民族中心主义; 真实性; 경영학
• ISSN: 2163-9159; 2163-9167
• DOI: 10.1080/21639159.2017.1283794

Countries' specific traditional cultures are becoming popular subjects for commercialization. The research discussed here focuses on "traditional cultural products" (TCPs) and investigates consumer attitudes and behaviors with respect to cultural aspects. Consumer attitudes and the purposes of consumption within the commercialization of traditional cultures encircling cultural authenticity are scrutinized. Results show that while the personal factor of consumers' open-mindedness toward other cultures positively influences their attitudes toward TCPs, the ethnocentrism and familiarity of the culture have negative effects. This analysis of the purchasing purpose model of culture products among three countries - Korea, China, and Japan - shows that positive attitudes toward the aesthetic elements are crucial in raising the will to consume traditional cultural goods. Moreover, Korean and Chinese consumers have significantly considered the cultural/historical authenticity of goods whereas Japanese consumers have found craftsmanship to be more vital.