International Commerce and Information Review (통상정보연구)

Korea Association for International Commerce and Information (한국통상정보학회)
권호 표지

A comparative study of consumer evaluation according to category similarity and store type of bi-national product

복합원산지제품의 카테고리 유사성 및 매장유형에 따른 소비자평가의 비교연구

  • Son, Jeyoung (Department of International Business & Trade, Kyung Hee University) ;
  • Kang, Inwon (Department of International Business & Trade, Kyung Hee University)
  • Received : 2017.05.31
  • Accepted : 2017.06.16
  • Published : 2017.06.30
Download PDF
⟨ Previous Next ⟩

Abstract

In order to evaluate the evaluation of bi-national products, this study was classified according to product category similarity. In addition, by comparing the types of stores, we tried to suggest alternatives that can be practically applied to companies producing composite origin products. For this purpose, this study is applied to the analysis of bi-national product by product categories, such as public luxury, public luxury, private luxury, and private necessity, based on the psychological bases of consumers. The types of stores are divided into department store/direct store, outlet/discount store to elaborate measurement. As a result of the verification, it was found that brand evaluation and store evaluation had interactive effects depending on product type and store type. Specifically, in the case of public luxury goods, outlets/discount stores in both brand evaluation and store evaluation showed positive evaluation than department store/direct store. In the case of private necessity, there was no significant difference in brand evaluation, but in store evaluation, department store/direct store was confirmed that they had a relatively positive evaluation than outlets/discount stores. As a result, it was verified that consumers' evaluations can be changed according to the type of sales store for each product.

본 연구는 복합원산지제품에 대한 평가를 파악하기 위해 제품의 카테고리 유사성에 따라 구분하고 매장유형 별로 비교해 봄으로써, 복합원산지제품을 생산하는 기업들에게 실무적으로 활용 가능한 대안을 제시하고자 하였다. 이를 위해 본 연구는 복합원산지제품의 평가를 제품카테고리 별로 비교하기 위해 소비자들의 심리적 기저를 바탕으로 공적사치재, 공적필수재, 사적사치재, 사적필수재로 구분하여 분석에 적용하였으며, 매장의 유형은 백화점/직영점, 아울렛/할인매장으로 구분하여 측정의 정교화를 기하고자 하였다. 검증결과, 제품유형과 매장유형에 따라 브랜드평가 및 매장평가는 상호작용효과가 있는 것으로 나타났다. 구체적으로 공적사치재의 경우 브랜드평가와 매장평가 모두 아울렛/할인매장이 백화점/직영매장 보다 긍정적인 평가가 나타나는 것으로 분석되었으며, 사적필수재의 경우는 브랜드평가에서 큰 차이를 보이지 않았으나 매장평가에서 백화점/직영매장이 아울렛/할인매장 보다 상대적으로 긍정적인 평가를 보이는 것을 확인할 수 있었다. 이를 통해, 각각의 제품 별로 판매매장 유형에 따라 소비자들의 평가가 달라질 수 있음을 검증하였다.

Keywords

References

  1. 서민교 & 이춘수, "외국 자동차 제품의 국가이미지와 브랜드이미지에 대한 연구-미국과 일본 브랜드의 경로분석을 중심으로", 통상정보연구 , 9(1), 2007.
  2. 이제홍, "한국소비자의 수입원산지 제품의 국가별 반응도에 관한 연구", 통상정보연구 , 12(1), 2010.
  3. 이제홍, "베트남의 국가이미지에 따른 원산지 효과와 재구매 의도에 관한 연구", 통상정보연구 , 14(1), 2012.
  4. Ahmed, S. A., & d'Astous, A. "Antecedents, moderators and dimensions of country-of-origin evaluations," International Marketing Review, Vol25(1), 2008.
  5. Ahmed, Z. U., Johnson, J. P., Pei Ling, C., Wai Fang, T., & Kah Hui, A. "Country-of-origin and brand effects on consumers' evaluations of cruise lines," International Marketing Review, Vol. 19(3), 2002.
  6. Amatulli, C., Guido, G., & Nataraajan, R. "Luxury purchasing among older consumers: exploring inferences about cognitive Age, status, and style motivations," Journal of Business Research, Vol. 68(9), 2015.
  7. Augusto de Matos, C., Trindade Ituassu, C., & Vargas Rossi, C. A. "Consumer attitudes toward counterfeits: a review and extension," Journal of consumer Marketing, Vol. 24(1), 2007.
  8. Balabanis, G., & Diamantopoulos, A. "Domestic country bias, country-of-origin effects, and consumer ethnocentrism: a multidimensional unfolding approach," Journal of the Academy of Marketing Science, Vol. 32(1), 2004.
  9. Bearden, W. O., & Etzel, M. J. "Reference group influence on product and brand purchase decisions," Journal of Consumer Research, Vol. 9(2), 1982.
  10. Beverland, M., & Lindgreen, A. "Using country of origin in strategy: The importance of context and strategic action," The Journal of Brand Management, Vol. 10(2), 2002.
  11. Bridson, K., Evans, J., & Hickman, M. "Assessing the relationship between loyalty program attributes, store satisfaction and store loyalty," Journal of Retailing and consumer Services, Vol. 15(5), 2008.
  12. Cesario, J., Grant, H., & Higgins, E. T. "Regulatory fit and persuasion: Transfer from feeling right," Journal of personality and social psychology, Vol. 86(3), 2004.
  13. Chao, P. "Partitioning country of origin effects: consumer evaluations of a hybrid product," Journal of international business studies, Vol. 24(2), 1993.
  14. Chen, Y. M., Su, Y. F., & Lin, F. J. "Country-of-origin effects and antecedents of industrial brand equity," Journal of Business Research, Vol. 64(11), 2011.
  15. Chernev, A. "Goal-attribute compatibility in consumer choice," Journal of Consumer Psychology, Vol. 14(1-2), 2004.
  16. Cordell, V. V. "Effects of consumer preferences for foreign sourced products," Journal of International Business Studies, Vol. 23(2), 1992.
  17. Fionda, A. M., & Moore, C. M. "The anatomy of the luxury fashion brand," Journal of Brand Management, Vol. 16(5-6), 2009.
  18. Godey, B., Pederzoli, D., Aiello, G., Donvito, R., Chan, P., Oh, H., & Weitz, B. "Brand and country-of-origin effect on consumers' decision to purchase luxury products," Journal of Business Research, Vol. 65(10), 2012.
  19. Hamzaoui-Essoussi, L. "Technological complexity and country-of-origin effects on binational product evaluation: Investigation in an emerging market," Journal of Global Marketing, Vol. 23(4), 2010.
  20. Han, C. M., & Terpstra, V. "Country-of-origin effects for uni-national and bi-national products," Journal of international business studies, Vol. 19(2), 1988.
  21. Han, Y. J., Nunes, J. C., & Dreze, X. "Signaling status with luxury goods: The role of brand prominence," Journal of Marketing, Vol. 74(4), 2010.
  22. Higgins, E. T. "Beyond pleasure and pain," American psychologist, Vol. 52(12), 1997.
  23. Keller, K. L. "Conceptualizing, measuring, and managing customer-based brand equity," The Journal of Marketing, Vol. 57(1). 1993.
  24. Li, Z. G., Murray, L. W., & Scott, D. "Global sourcing, multiple country-of-origin facets, and consumer reactions," Journal of Business Research, Vol. 47(2), 2000.
  25. Liu, S., Perry, P., Moore, C., & Warnaby, G. "The standardization-localization dilemma of brand communications for luxury fashion retailers' internationalization into China," Journal of Business Research, Vol. 69(1), 2016.
  26. Machleit, K. A., & Eroglu, S. A. "Describing and measuring emotional response to shopping experience," Journal of Business Research, Vol. 49(2), 2000.
  27. Maheswaran, D. "Country of origin as a stereotype: Effects of consumer expertise and attribute strength on product evaluations," Journal of consumer research, Vol. 21(2), 1994.
  28. Massicotte, M. C., Michon, R., Chebat, J. C., Sirgy, M. J., & Borges, A. "Effects of mall atmosphere on mall evaluation: Teenage versus adult shoppers," Journal of Retailing and Consumer Services, Vol. 18(1), 2011.
  29. Monroe, K. B., & Guiltinan, J. P. "A path-analytic exploration of retail patronage influences," Journal of Consumer Research, Vol. 2(1), 1975.
  30. Pan, Y., & Zinkhan, G. M. "Determinants of retail patronage: a meta-analytical perspective," Journal of retailing, Vol. 82(3), 2006.
  31. Pham, M. T., & Higgins, E. T. "The state of the art and theoretical propositions. Inside consumption: Consumer motives, goals, and desires", Vol. 8, 2005.
  32. Pharr, J. M. "Synthesizing country-of-origin research from the last decade: is the concept still salient in an era of global brands?," Journal of Marketing Theory and Practice, Vol. 13(4), 2005.
  33. Phau, I., & Chao, P. "Country-of-origin: state of the art review for international marketing strategy and practice," International Marketing Review, Vol. 25(4), 2008.
  34. Poon, S., & Joseph, M. "Product characteristics and Internet commerce benefit among small businesses," Journal of Product & Brand Management, Vol. 9(1), 2000.
  35. Riefler, P., Diamantopoulos, A., & Siguaw, J. A. "Cosmopolitan consumers as a target group for segmentation," Journal of International Business Studies, Vol. 43(3), 2012.
  36. Rubio, N., Oubina, J., & Villasenor, N. "Brand awareness-Brand quality inference and consumer's risk perception in store brands of food products," Food quality and preference, Vol. 32, 2014.
  37. Shukla, P., & Purani, K. "Comparing the importance of luxury value perceptions in cross-national contexts," Journal of Business Research, Vol. 65(10), 2012.
  38. Sirohi, N., McLaughlin, E. W., & Wittink, D. R. "A model of consumer perceptions and store loyalty intentions for a supermarket retailer," Journal of retailing, Vol. 74(2), 1998.
  39. Stoel, L., Wickliffe, V., & Lee, K. H. "Attribute beliefs and spending as antecedents to shopping value," Journal of Business Research, Vol. 57(10), 2004.
  40. Tse, D. K., & Gorn, G. J. "An experiment on the salience of country-of-origin in the era of global brands," Journal of International Marketing, 1993.
  41. Verlegh, P. W., &Steenkamp, J. B. E. "A review and meta-analysis of country-of-origin research," Journal of economic psychology, Vol. 20(5), 1999.
  42. Wedel, M., &Kamakura, W. A. "Market segmentation: Conceptual and methodological foundations (Vol. 8)," Springer Science & Business Media, 2012