중국인 소비자의 한국기업 이미지가 한국산 제품 구매의도에 미치는 영향

• 영문명: The Influence of Korean Corporation Image on Chinese Consumer Purchase Intention of Korean Products: A Focus on the Moderating Effects of Korean Wave Content Satisfaction, Conspicuous Consumption and Ethnocentrism
• 발행기관: 한국무역연구원
• 저자명: 양영수(Young-Soo Yang) 이재은(Jae-Eun Lee)
• 간행물 정보: 『무역연구』제16권 제5호, 451~465쪽, 전체 15쪽
• 주제분류: 경제경영 > 무역학
• 파일형태: PDF
• 발행일자: 2020.10.30

영문 초록

Purpose - The Purpose of this study was to examine the influence of Korean corporation image on Chinese consumer purchase intention of Korean products and to test moderating effects of Korean Wave content satisfaction, conspicuous consumption and ethnocentrism of Chinese consumers. Design/Methodology/Approach - We surveyed Chinese consumers and collected 329 filled up questionnaires. A total of 300 survey responses were used for analysis, excluding incomplete questionnaires. Based on these collected data, a regression analysis was conducted to verify the research hypotheses. Findings - Results showed that Korean corporation image has a positive (+) effect on Chinese consumer purchase intention of Korean products. Korean Wave content satisfaction and conspicuous consumption positively moderate the relationship between the Korean corporate image of Chinese consumers and the purchase intention. However, ethnocentrism negatively moderates the relationship between Korean corporate image of Chinese consumers and the purchase intention. Research Implications - This study identified the association between Korean corporation image and Chinese consumer purchase intention relative to Korean products. This study has implications in that it has identified that such relationships can vary depending on the satisfaction of Korean Wave content, conspicuous consumption and ethnocentrism.

목차

Ⅰ. 서론

Ⅱ. 선행연구 검토 및 연구가설 설정

Ⅲ. 연구방법

Ⅳ. 분석결과

Ⅴ. 결론

References

키워드

Conspicuous Consumption Ethnocentrism Korean Wave Satisfaction Purchase Intention