The Influence of Country of Origin and Band Image on Consumers" Purchase Intention - A Study on Sports Shoes Market

• 영문명: The Influence of Country of Origin and Band Image on Consumers" Purchase Intention
• 발행기관: 한국마케팅과학회
• 저자명: Ko Eunju Hao Zhang
• 간행물 정보: 『한국마케팅과학회 학술발표대회논문집』Korean Academy of Marketing Science Fall International Conference, 632~659쪽, 전체 28쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2006.11.30

영문 초록

  Most of developing and especially underdeveloped countries have the problems with the economic growth because they face the problems of finding the market for their products. Developed/advanced countries such United State or Japan have gained the advantages of home country bias. A consumer prefers to buy the products from the developed countries rather than developing or underdeveloped counties. The gaps between developed counties and developing/underdeveloped countries are very big. A study of country of origin effects has been begun since the 1960s, however most these researches involve in more developed countries. Therefore, this study tries to seek for investigating the consumers" attitudes and purchasing intention in new developed and underdeveloped country―Korea and China―on the sports shoes. This study also examines lifestyle and perception of products" quality and price of sports shoes from different sources.

목차

ABSTRACT
INTRODUCTION
LITERATURE REVIEW
RESEARCH MODEL AND HYPOTHESES
DATA ANALYSIS
CONCLUSION
RESEARCH SUGGESTIONS AND DISCUSSION
REFERENCE

키워드

Country of Origin Brand Image Purchase Intention Lifestyle