Research on the Influence of Korean-designed Masks and Country Image on Chinese Consumers' Purchase

서지정보

· 발행기관 : 사단법인 한국조형디자인협회
· 수록지 정보 : 조형디자인연구 / 23권 / 4호 / 11 ~ 28페이지
· 저자명 : 김진일, 최유화

초록

This study investigates the relationship between Chinese consumers' perception of trusting beliefs, country image, product beliefs, and purchase intention regarding Korea and Korean-designed masks according to their inherent risk to COVID-19 exposure. An online survey was conducted to collect 400 responses from August 10–30, 2020. Data was used to statistically analyze the relationship between variables by implementing confirmatory factor analysis and the structural equation modeling test. All three dimensions of trusting beliefs (competence, benevolence, and integrity) have positive effects on the country image of Korea, with benevolence exhibiting the strongest effect among them. Country image with Korea has a positive effect on product beliefs and purchase intention of Korean-designed masks. Product beliefs also influenced purchase intention. Moreover, product beliefs has a partial mediation effect between country image and intention to purchase. In sum, the higher the trusting beliefs about Korea, the higher the intention to purchase Korean-designed masks. This research improves our theoretical understanding of foreign product purchasing behavior and provides a basis for mask product and brand managers to work with the government and organizations for enhanced mutual effectiveness.

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