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历时两个多月的韩国“牛肉风波”似乎已经偃旗息鼓了,但是其带来的巨大影响却远远没有消除。它带来了韩国民众对政府的巨大的信任危机,也造成了韩国牛肉养殖户的现实的和潜在的损失。并且,这场“牛肉风波”也给中韩贸易,特别是未来的中国对韩农产品贸易敲响了警钟。因此,分析其原因非常必要。本文试图应用消费者心理学和有关的文化理论由表及里地来分析此次“牛肉风波”的深层次原因。本文认为,由于韩国的深远儒教文化影响,形成了韩国民众的集体主义消费心理,造成了对韩国国货的稳定偏好。另外,加上对健康因素的考虑,造成了韩国民众对美国牛肉的集体抵制行为。
It seems that the Korean Beef Storm, which lasted more than two months, has died down, but the enormous impact it has brought is far from being eliminated. It brought a tremendous crisis of trust in the government of South Koreans and the real and potential loss of Korean beef farmers. And this “Beef Storm” also sounded an alarm for the trade between China and South Korea, especially the future trade of agricultural products between China and South Korea. Therefore, it is necessary to analyze the reason. This paper attempts to use consumer psychology and related cultural theory to analyze the underlying causes of this “Beef Storm ”. This paper argues that due to the far-reaching influence of Confucianism in South Korea, a collectivist psychology of the Korean people has been formed and a stable preference for Korean domestic products has been created. In addition, the consideration of health factors has caused the collective boycott of Korean beef by the Korean public.