Acculturation and Consumption Behavior of Korean Immigrants

Abstract

This study attempts to address the extent to which ethnic culture accounts for continuities and changes in action in the post-immigration environment, focusing specifically on the consumption behavior of Korean immigrants. This study examines antecedents of Korean immigrants' images toward Japan and their changes in the host society through the process of acculturation, and the impact this tendency has on their Japanese products buying behavior. The hypotheses were empirically tested by using data collected from a survey of 330 Korean immigrants in the U.S. in 1998. The results indicate that: (1) in spite of cultural and structural changes in the post-immigration environment by processes of acculturation to American culture, Korean Americans keep their images toward Japan alive; (2) Korean immigrants' Japanese car buying behavior is negatively related to their stay 20 or more years in the U.S. and positively related to their images toward Japan. The sociological implications of consumption practices and the relationship between ethnic culture and consumption behavior are discussed.