| The problem. The purpose of this study was to identify and compare the preferences for art and museum characteristics among Anglo-American, Chinese-American, Japanese-American, and Korean-American consumers.; Method. One hundred twelve Anglo-Americans, 90 Chinese-Americans, 101 Japanese-Americans, and 105 Korean-Americans, a total of 408 subjects, served as the sample for this study. The subjects were obtained at companies, banks, churches, schools, restaurants, and shopping malls in Southern California. A questionnaire, which was designed based on the literature in aesthetics, cross-cultural studies, and marketing, measured for the four different ethnic groups their preferences for art form, art content, aesthetic category, and museum characteristics. This study used a multiple-group comparison design. A one-way MANOVA was employed to compare the preferences of the four groups for art characteristics. A one-way ANOVA was utilized to compare the preferences of the four groups for museum characteristics. A two-way MANOVA was used to compare the preferences of the four groups for art characteristics by demographic characteristics. A two-way ANOVA was used to compare the preferences of the four groups for museum characteristics by demographic characteristics. All tests were analyzed at the.05 level of significance.; Results. The results indicated that there were ethnic differences in preferences for art and museum characteristics. There was no significant interaction between demographic factors and ethnicity in preferences for art form. The results supported the premise that there is a significant education-ethnicity interaction in preference for art content. The results indicated that there were significant ethnicity-age and ethnicity-gender interactions preferences for aesthetic category. The results indicated that there were significant age-ethnicity, education-ethnicity, and income-ethnicity interactions in preferences for museum characteristics. |
PDF Full Text Request