An Empirial Investigation of Product Symbolism from an Ethnic Subcultural Perspective

This study Identifies and emplTlcally assesses some determinants of product symbolism within and across two ethmc subcultures. A conceptual model with five causal antecedents of product symbolism was developed based on the theoretlcal perspectlves on semlOtlcs, symbolic InteractlOmsm, and informatIOn processing. The study posits the applicability of the conceptual model across ethmc subcultures. The extent of applicability of the conceptual model was then examined uSing a multi-sample covanance structure model (USREL VI) on data obtained from a sample of Malays and Chinese In Malaysia. Study results Indicate that the conceptual model fits the data differently among the two ethmc groups. Several differences In parameter estimates between Malays and Chinese were also discussed. ABSTkAK Kajian 1m mengenalpastl dan menilal secara emplrikal beberapa penentu simbolisme keluaran di dalam dan di kalangan dua sub-budaya etnik. Sebuah model konseptual telah diperkembangkan dengan meliputl lima faktor penyebab kepada slmbolisme keluaran yang dikenalpastz danpada teon semlOtik, InteraktlOmsme slmbolik dan pemprosesan maklumat. DarJah kesesualan model konseptual Inl di kalangan sub-budaya etnik diuji dengan menggunakan model struktur kovanans berbilang sampel (USREL VI) bagl satu sampel sub-budaya etnik Melayu dan Cina di Malaysia. Hasil kajian menunJukkan darJah kesesualan yang berbeza bagz kedua-dua golongan etnik tersebut. Beberapa perbezaan anggaran parameter bagl kaum Melayu dan Cina Juga diblncangkan