Religiosity and consumers' use of product information source among Korean consumers: an exploratory research |
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| Authors: | Youngtae Choi Rahul Kale Jongkuk Shin |
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| Institution: | 1. Department of Marketing and Logistics, Coggin College of Business, University of North Florida, Jacksonville, FL, USA;2. Department of Management, Coggin College of Business, University of North Florida, Jacksonville, FL, USA;3. Department of Business Administration, College of Business, Pusan National University, Busan, Korea |
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| Abstract: | In response to the lack of research on the impact of religion on consumer behaviour, this study investigates how consumers' use of various product information sources can differ depending on their levels of religiosity (high, low and none). Data were collected from Korean consumers in Korea. The findings from data analyses indicate that the usages of product information sources among Korean consumers generally vary based upon their levels of religiosity. Limitations and suggestions for future research to further understand the effects of religiosity on consumer behaviour were addressed. |
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| Keywords: | Religion religiosity consumer behaviour product information source |
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