원산지효과에 대한 문화심리적 변인의 역할에 관한 연구

• 영문명: A Study on the Role of Cultural-Psychological Variables in the Country-of-Origin Effect
• 발행기관: 강원대학교 경영경제연구소
• 저자명: 윤성준(Sung-Joon Yoon)
• 간행물 정보: 『아태비즈니스연구』제11권 제3호, 291~306쪽, 전체 16쪽
• 주제분류: 인문학 > 문학
• 파일형태: PDF
• 발행일자: 2020.09.30

영문 초록

Purpose - This study attempts to expand the realm of country-of-origin theory to incorporate the relevant cultural-psychological variables (i.e., ethnocentricism and psychological distance). Design/methodology/approach - This sttudy verified the effects of the two antecedent variables on the consumers’ purchase intention of Korean prducts. For this purpose, the study implemented survey questionnaire mathod on respondents living in Liaoning Province of China. Findings - The study result confirmed the relationship betweencountry image, product attitude, and purchase intention of Korean products. Also, the study found that ethnocentrism adversely affects Chinese consumers’ purchase decision on Korean products. Finally, the study confirmed the that psychological distance moderates the relationship between country image (ad product image) on purchase intention. Research implications or Originality - The study provides useful implications on the studies focusing on the country-of-origin effect in that it confirmed the effets of cultural-pychological variables such as ethnocentrism and psychological distance. The result also offers useful corporate strategies for the companies entering Chinese market particularly in segmenting the market based on such cultural-psychological variables.

목차

Ⅰ. 서론

Ⅱ. 기존 문헌의 고찰

Ⅲ. 연구 방법론

Ⅳ. 분석결과

Ⅴ. 결론

References

키워드

Country-of-Origin Effect Ethnocentrism Product Image Psychological Distance Purchase Intention