중국 국가이미지가 한국소비자의 상품평가 및 구매의도에 미치는 영향 (The Effects of China’s Country Image on Korean Consumers’ Product Evaluations and Purchase Intentions)

서지정보

· 발행기관 : 대한가정학회
· 수록지 정보 : Human Ecology Research / 51권 / 4호 / 455 ~ 472페이지
· 저자명 : Ming Cui, 이승신

초록

This paper’s aim is to explore how China’s country image affects the product evaluations and purchase intentions through three major hypothesize. Four hundred eighty-nine Korean adult consumers, who have the purchase experiences of goods made in China before, were invited to take part in this investigation. Data analyses were conducted by reliability test, confirmatory factor analysis and structural equation modeling with SPSS ver. 19.0 and AMOS ver. 18.0. This study focused on multi-dimensional country image and found that China’s country image contains 5 elements (people, evolution, politic, economic and culture). Empirical verification through structural equation modeling indicates that the data offer substantial supports, such that China’s country image represents the predominant influence on product evaluations and people, evolution,and politic image showed positive effects. Also, China’s country image has a positive influence on the product purchase intentions directly (culture image) and indirectly (people, politics, and evolution image) through the product evaluations. Practical implications of findings will be discussed and suggested as follows. First, this study complements the lack of researches on China among the studies regarding country image. Secondly,research results would help us to understand the perception on China’s country image of Korean consumers’and to seek the criteria by which consumers evaluate goods made in China. Finally, this research can help Chinese companies to make market strategies effectively when they entering Korean market by exploring the factors which have strong influences on Korean consumers’ purchase behaviors.

영어초록

This paper’s aim is to explore how China’s country image affects the product evaluations and purchase intentions through three major hypothesize. Four hundred eighty-nine Korean adult consumers, who have the purchase experiences of goods made in China before, were invited to take part in this investigation. Data analyses were conducted by reliability test, confirmatory factor analysis and structural equation modeling with SPSS ver. 19.0 and AMOS ver. 18.0. This study focused on multi-dimensional country image and found that China’s country image contains 5 elements (people, evolution, politic, economic and culture). Empirical verification through structural equation modeling indicates that the data offer substantial supports, such that China’s country image represents the predominant influence on product evaluations and people, evolution,and politic image showed positive effects. Also, China’s country image has a positive influence on the product purchase intentions directly (culture image) and indirectly (people, politics, and evolution image) through the product evaluations. Practical implications of findings will be discussed and suggested as follows. First, this study complements the lack of researches on China among the studies regarding country image. Secondly,research results would help us to understand the perception on China’s country image of Korean consumers’and to seek the criteria by which consumers evaluate goods made in China. Finally, this research can help Chinese companies to make market strategies effectively when they entering Korean market by exploring the factors which have strong influences on Korean consumers’ purchase behaviors.

참고자료

· 없음