A Study on the Factors Affecting Chinese Consumers’ Purchase Intention on Korean Automobiles

서지정보

· 발행기관 : 한국물류학회
· 수록지 정보 : 물류학회지 / 22권 / 4호 / 203 ~ 244페이지
· 저자명 : 이성준, 완효문

초록

With fast development of China economy, China has been the world largest automobiles market. Both automobiles manufactures and sales have reached 18 million units since 2010. Korean automobile corporations have gained amazing success in China market since 2002. The sales of automobiles have reached 1.2 million units in 2011 which helped Korean automobiles rank NO.3 in China automobile market. In the first half year of 2012, Korean automobile corporations almost accomplished the target and the total sales reached 600,000 units or so. In Sep. 2012, the sales of Korean automobiles increased 15% comparing to last year; on the contrary, the sales of Japanese automobiles collapsed dropped 40% in Sep. comparing to 2011 due to the conflict on “Diaoyu Island” incident between China and Japan which caused Chinese consumers’ anti-Japan emotion and patriotism who are unwilling to purchase Japanese automobiles and transfer to other brands including Korean brands.
This study investigates the Chinese consumers’ purchase intention on Korean automobiles. Therefore this study employed TRA theory to construct the research model which examined the effect of the factors of country-of-origin image(COO image), corporate image, consumers’ patriotism and face-saving on Chinese consumers’ brand attitude and purchase intention.
There were 517 respondents attended the survey which was investigated through online questionnaires. The data was gathered online and analyzed with AMOS 18 eventually.
The results of this study indicated that COO image and corporate image had positive impacts on Chinese consumers’ attitude to Korean automobiles; Chinese consumers’ patriotism factor did not have strong negative impact on their brand attitude to Korean automobiles. Face-saving was proved to play a significant effect on Chinese consumes negative purchase intention of Korean automobiles. The moderator of price consciousness was proved insignificant to influence Chinese brand attitude and purchase intention.
This study had three new findings on Chinese consumers. Firstly, as far as the factor of consumer patriotism, Chinese consumers were proved to be more rational rather than blind patriotism. Chinese patriotic consumers still purchase foreign brands because they have better quality. Secondly, the Chinese consumers face-saving did have strong impact on their purchase preferences due to their traditional culture origin and continual growth of economic power. Thirdly, the factor of price consciousness did not impact their choice of automobiles because of Chinese consumers’ face-saving consideration, continual growth of economic power and their potential consciousness of low price equaling to low quality worries.
This study enriched the literatures on China automobile market which can provide useful information for Korean automobile corporations to know about China automobile market and Chinese customers. At the same time, the study focused on the factors affecting Chinese consumers’ purchase intention which also provided useful information for Korean government, Korean automobile corporations to enhance their competitiveness and gain success in China market in future in the future.

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