Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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The Influence of National image, Brand Image and Country-of-Origin Image on Purchase attitude and Purchase Intention - Focus on the purchase of korean cosmetics which applied a high and/or convergence technology in chinese consumers -

국가이미지, 브랜드이미지와 원산지이미지가 구매태도와 구매의도에 미치는 영향에 대한 연구 - 중국소비자들의 한국산 첨단 및 융합기술적용 화장품 구매를 중심으로 -

  • Seo, Yong-Mo (Dept. of Business Administration, Chungnam National University) ;
  • Li, Shuai (Dept. of Business Administration and Accounting, Hanbat National University) ;
  • Kim, Eung-Kyu (Dept. of Business Administration and Accounting, Hanbat National University)
  • 서용모 (충남대학교 경영학부) ;
  • 이수 (한밭대학교 경영회계학과) ;
  • 김응규 (한밭대학교 경영회계학과)
  • Received : 2015.03.24
  • Accepted : 2015.06.20
  • Published : 2015.06.28
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Abstract

The purpose of this study is to investigate the effect of national image, brand image, and country of origin on Chinese consumer's purchase attitude and purchase intention of Korean cosmetic products which applied a high and/or convergence technology. The survey was completed by chinese customers and the data is analysis with SPSS 21.0. The results show that national image, brand image, and country of origin image have a positive impact on Chinese consumer's purchase attitude and purchase intention. This results imply that when Korean companies enter into chinese markets, if they perform very aggressive promotion activities on national image, brand image, and country of origin image, they can be successful by transforming positively chinese consumer's purchase attitude and purchase intention of Korean products.

본 연구의 목적은 중국 소비자들을 대상으로 국가이미지, 브랜드이미지, 원산지이미지를 바탕으로 한국화장품에 대한 구매의사결정을 이론적 배경에 대한 검토를 바탕으로 가설을 설정하고 가설을 검증하기 위하여 실증연구를 수행했다. 연구결과로 국가이미지, 브랜드이미지, 원산지이미지가 중국소비자들의 첨단 및 융합기술이 적용된 한국화장품에 대한 구매태도와 구매의도에 직접으로 영향을 미치고 있음을 알 수 있었다. 또한 구매태도는 구매의도와 상관관계가 있음을 중국구매자를 대상으로 통계프로그램인 SPSS 21.0을 이용하여 실증분석을 통해 분석했다. 본 연구결과를 통해 한국제품의 중국시장 진출을 위한 전략적 시사점을 제시하고 있다. 한국기업이 중국시장에 진출함에 있어서 국가이미지, 브랜드이미지, 원산지이미지를 중심으로 적극적으로 촉진활동을 전개한다면 중국소비자들은 한국제품에 대한 긍정적인 구매태도를 형성하고 구매의도를 촉진시킬 수 있음을 알 수 있다.

Keywords

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