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http://dx.doi.org/10.9708/jksci.2021.26.02.213

The Effect of Product Price and Image Effect on Consumers Product Evaluation and Intention to Purchase  

Zhang, Jin-Zi (Dept. of Global Business, Kyonggi University)
Publication Information
Journal of the Korea Society of Computer and Information / v.26, no.2, 2021 , pp. 213-220 More about this Journal
Abstract
With the continuing development of the global economy, the scale of international production and management of companies is expanding rapidly nowadays. As a result, it is increasingly important for multinational companies to establish appropriate marketing strategies for products in order to successfully enter overseas markets. When consumers evaluate the quality of products from various countries, they depend heavily on the image of the product as well as the price of the product. Therefore, this study aim to find out how the price, country image, brand image and country of origin image affect on consumer product evaluation and purchase intention. Based on these concepts, the significance of this study is helping local companies make more appropriate marketing strategies by understanding the importance of price and image of a product to companies and knowing more accurate recognition in Korea and Korean-made products of Chinese consumers. The results of this study which used AMOS model showed that 1) The country image and country of origin image for a product had a positive effects on product quality, 2) The price and country image of a product had a positive effects on service quality, 3) And evaluation of product had a positive effects on purchase intention. Based on these results, we made some proposals and presented the future research directions according to the limitations.
Keywords
Country of origin image; Brand image; Country image; Evaluation of product; Purchase intention;
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