국가이미지와 제품이미지가 소비자의 구매의도에 미치는영향에 관한 비교 연구

Abstract

Mongolian information and communications technology sector is developing rapidly. Mongolia is in the top 20 countries in regards to online service development, in front of developed countries such as Germany and Sweden (ibid). Nowadays, Mongolia has over 2.5 million of mobile subscribers, who are benefiting from services offered in 2G and 3G environments and in Ulaanbaatar, 4G services started to offer, enabling communications through not only by voice, but also through video and other services such as listening to FM radio stations, TV programs and mobile contents, including entertainment, news and information and payments for services from mobile phones (ICTPA, 2011). Approximately 171,000 users are accessing 3G services by their phone if that phone supports 3G services. It means there are many customers who can use the smart phones in the future. Thus this comparative study is attempted to find out relationship between country image and products images on consumer purchase intentions. Although several studies already reported there are relationships between country-origin-image influences product image. This study uses that products such as Korean Galaxy-S, American I-phone, Taiwanese HTC is which smart phone brands are sharing a lot of percent of total smart phone market. As like as, in Mongolian consumers are mostly using that 3 brands(Galaxy-S, I-phone, HTC), too. Smart phone sales will hit 420 million units by the end of 2011. According to the IMS Research, Samsung now has 13 percent of the market. Apple could become the number three mobile phone vendor in just over four years. HTC to become with world's fifth largest mobile phone vendor. The main purpose of this study is the joint effect of country image (Korea, America, Taiwan) product images (Galaxy-S, I-phone, HTC) on Mongolian consumer purchase intention. The questionnaire was distributed by researcher's friends via internet to Mongolian consumers. Also, more than 150 Mongolian tourists to Jeju were analyzed. The result of this study shows country images(Korea, America, Taiwan) with economy, political, technological, culture images are related to the product images(Galaxy-S, I-phone, HTC). Also, the product images are related to the consumer purchase intention. Country image is influenced directly to Mongolian consumers purchase intentions, too. The Korean and American country image is influenced with culture and economical images to the purchase intention. On the other hand, The Taiwan country image is related with political, technological and culture image to the Mongolian consumer purchase intention. Unfortunately, there is no significant influences between Korea, America, Taiwan country image and Galaxy-S, I-phone, HTC smart phones. Finally, there is a need to more informational and detailed research is required about Mongolian consumers.