국가이미지가 제품이미지, 소비자 태도 및 구매의도에 미치는 영향에 관한 연구 -중국시장의 한국 화장품을 중심으로-

Abstract

In the today's market, it is not easy to differentiate products' quality in keen competition. Consequently we can see that image differentiation besides quality is an important factor to occupy a competitive superiority. In such a point of view, the study investigated an effect of national image and products image of Korean on Chinese consumers' attitude and purchase intention positively. To accomplish these objectives, 300 Chinese consumers were given questionnaires for 3 weeks between the 1th of September and the 20th of September, 2010. All of them was returned of which 290 were used for empirical analysis. This study consists of 5 chapters: (1) Introduction (2) Theoretical Backgrounds: Country Image, Product Image, Consumer Attitude, Purchase Intention focused on the Korean cosmetics mainly in China (3) Methodology (4) Empirical Research (5) Conclusions Frequency, Reliability, Factor, Correlation and SME(Structural Equation Model) by statistical packages, SPSS(Release 12.0) and LISREL(8.80) were used to analyze. The study can be summarized as follows. Firstly, Korean national image has an effect on the Korean cosmetics image. Secondly, Korea's national image has an effect on the chinese consumer attitudes. That is, the better national image for consumer attitudes, the better the purchasing intention. Thirdly, Korea's national image has an effect on the Chinese consumer purchase intention. That is, the better national image for consumer purchase intention, the better the purchasing intention. Fourth, South Korea cosmetics images has an effect on the consumer attitudes. That is, the better product image for the consumer attitudes, the better the purchasing intention. Fifth, product image has an effect on the Chinese consumer purchase intention. That is, the better product image for consumer purchase intention, the better the purchasing intention. Sixth, the consumer attitudes has no an effect on the Chinese consumer purchase intention. From what has been researched above, the results of this research can be summarized as follows: Firstly, as brand image appeared in the medium function of relationship between the image of Nation and the intention of consumer, it will be laid out the production of goods and marketing strategy which is focused on the design of cosmetics as well as the function of cosmetics in order to match various consumer-needs of the china. Secondly, national image has an effect on brand, so the strategies to promote the bland by using national image flexible are recommended more.