중국 소비자들의 한국에 대한 적개심이 한국 화장품 구매 의도에 미치는 영향과 브랜드 이미지, 브랜드 충성도의 조절효과에 관한 연구*

• 영문명: The Impacts of Consumer Animosity in Chinese Consumers on Purchase Intention of Korean Cosmetics: Focusing on Moderating Effects of Brand Image and Brand Loyalty
• 발행기관: 한국무역연구원
• 저자명: 이상하(Sangha Lee) 하충룡(Choong-Lyong Ha) 조지은(Jieun Cho)
• 간행물 정보: 『무역연구』제13권 제6호, 331~352쪽, 전체 22쪽
• 주제분류: 경제경영 > 무역학
• 파일형태: PDF
• 발행일자: 2017.12.03

영문 초록

Recently, the diplomatic problems between South Korea and China due to the THAAD issue have made it difficult for Korean cosmetic companies in the Chinese market. The difficulties faced with Korean cosmetic companies in the Chinese market are mainly due to the animosity of the Chinese people. This study investigates the relationship between the consumer animosity and the purchase intentions of Korean cosmetic brands and then analyzes the moderating effects of the brand image and brand loyalty. For this study, we conducted empirical analysis using hierarchical multiple regression. As a result, consumer animosity appears to have a negative effect on the purchase intention of Korean cosmetic brands. And brand image and brand loyalty appears to be moderating variables that have a positive moderating effect on the relationship between the consumer animosity and the purchasing intentions of Korean cosmetic brands. The results of this study suggest that it is the best way for Korean cosmetic companies to improve the brand image and brand loyalty in order to continue their business in China.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경 및 가설설정

Ⅲ. 연구방법론

Ⅳ. 실증분석 결과

Ⅴ. 결론

키워드

Brand Image Brand Loyalty Consumer Animosity Korean Cosmetics