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http://dx.doi.org/10.12939/FBA.2013.44.1.001

Effects of the Enterprise Image in Korean Processed Marine Product Industry on Consumers' Product Evaluation and Purchase Intention  

So, Won-Hyun (The Academy of Korean Studies)
Kim, Ha-Kyun (Division of Business Administration, Pukyong National University)
Publication Information
The Journal of Fisheries Business Administration / v.44, no.1, 2013 , pp. 1-14 More about this Journal
Abstract
The purpose of this study is examining an influence of a corporate on processed marine product's purchase intention with moderating effect of consumers' product evaluation adding processed marine product's evaluations as new variable. The hypothesis of a positive influence of processed marine product's corporate image on processed marine product's purchase intension is partially supported. Specifically, product itself, service, reliability, and communication among the factors of a processed marine product's corporate image significantly affect processed marine product's purchase intension whereas corporate social responsibility does not affect processed marine product's purchase intention. Processed marine product's evaluation also positively affects processed marine product's purchase intention. It implies that there are somewhat differences between influences of various factors of a processed marine product's corporate image on processed marine product's purchase intention but are overall influences of a processed marine product's corporate image on processed marine product's evaluation both directly and indirectly. Nowadays, consumer considers not only good quality of product but also its invisible image and value. Therefore, future studies should consider various ways to investigate a processed marine product's corporate image and processed marine product's product evaluation.
Keywords
Product and service; Reliability; Corporate social responsibility; Communication; Processed marine product; s purchase intention; processed marine product's corporate image;
Citations & Related Records
Times Cited By KSCI : 1  (Citation Analysis)
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