THE RELATIONSHIP BETWEEN CULTURE ATTRIBUTES TO PRODUCT ATTRACTIVENESS (A CASE STUDY OF PRODUCT MADE IN CHINA)

Abstract

This research is aimed to analysis the cultural influence towards the Chinese cultural product attractiveness in the foreign market. The selected variables included cultural awareness, cultural value, cultural familiarity, and cultural identity which are the independent variables and Chinese cultural product attractiveness which is the dependent variable. This research use quantitative analysis by use the survey method spread the questionnaire to the respondent to obtain the data to analysis. The respondent of this research is the President University Student but except Chinese student in order to get a more veritable data. The analysis method the research use Kendall’s tau b and Alpha Cronbach methods to analysis the validity and reliability. Use classic assumption test to test the data distribution. Use multiple regression model to analysis the variables. The result shows that the cultural value is the most influence variable, then is the cultural familiarity and cultural awareness, cultural identity is the least influence variable towards the Chinese cultural product attractiveness.