Following Chinese Reform Movement and the rapid economic development, consumption patterns and consumer attitudes vary widely. Because of these changes, choices made by consumers not only depend on the performance of the product, but also the emotional aspects will be considered for consumer self-ex...
Following Chinese Reform Movement and the rapid economic development, consumption patterns and consumer attitudes vary widely. Because of these changes, choices made by consumers not only depend on the performance of the product, but also the emotional aspects will be considered for consumer self-expression. Therefore when consumers select products, they have particularly good impression with foreign products that differ from their national products. Since 1997, China has begun to use the Internet. At present, China's Internet market, the popularity of high-speed network, electronic payment systems and logistics systems are booming rapidly. The fastest growing Internet market for China in the past five years is overseas purchasing. Since 2008, the purchasing market transactions had risen from 2.9 billion Yuan to the amount of 154.9 billion Yuan in 2014. Furthermore, comparing to the total transaction of 74.4 billion Yuan in 2013, there is an increase of 108.2%. An increase of 55 times more than the transaction amount in 2008. In such contexts, the aim of this study was to investigate "The effect of country image, product image, brand image, the product attitudes from the country of origin of the product and repeat purchase on Chinese foreign products when purchased by overseas purchasing. This study used questionnaires to perform surveys on consumers whom have experiences of using overseas purchasing services when buying foreign products. Through the use of SPSS 18.0 system, the survey data were analyzed, and the results of the analysis are as following. First, it confirmed the hypothesis that the country's image and product image bring positive impact on buyers' product attitude on buyers whom purchase foreign products through overseas purchasing; that is, a good country and product image will generate good attitudes toward the country's products on the users who buy foreign products via overseas purchasing. Second, the country of origin of a product has a positive effect on product attitude hypothesis also has been confirmed, but the brand has a positive attitude to think of products hypothesis was rejected. Third, it confirmed the use of overseas purchasing on foreign products by Chinese consumers' products attitudes have a positive impact on the repeat purchasing hypothesis, but product attitude and repeat overseas purchasing of accompanying the perceived risk of purchasing influencing the attitude of the repeat purchase of products purchase influence will be changed hypothesis is denied. From the above analysis such results obtaining enlightening points are as following. First, Chinese consumers consider the particular products having good impression if they have good opinion on the country's image or the international image of the products. Hence individual products that aim to enter China should strive to improve the image of the specific product and the image of their own country. Second, the origin of products where the products are manufactured will affect the attitude of Chinese buyers, so foreign products being sold in China should make emphasis to Chinese buyers on the subject of the origin of the products to conduct more profitable sales. Third, the product attitudes and repeat use of overseas purchasing service accompanying the impact of risk perception has not changed. Consequently, with the factors that Korea is geographically close to China and due to the effect of Korean pop culture and adding the fact that Chinese consumers particularly prefer Korean products, South Korean shopping sites could be translated into Chinese so that Chinese consumers can freely conduct online shopping on Korean shopping Website. By doing this to some extent, more trading could be promoted between South Korea and China.
Following Chinese Reform Movement and the rapid economic development, consumption patterns and consumer attitudes vary widely. Because of these changes, choices made by consumers not only depend on the performance of the product, but also the emotional aspects will be considered for consumer self-expression. Therefore when consumers select products, they have particularly good impression with foreign products that differ from their national products. Since 1997, China has begun to use the Internet. At present, China's Internet market, the popularity of high-speed network, electronic payment systems and logistics systems are booming rapidly. The fastest growing Internet market for China in the past five years is overseas purchasing. Since 2008, the purchasing market transactions had risen from 2.9 billion Yuan to the amount of 154.9 billion Yuan in 2014. Furthermore, comparing to the total transaction of 74.4 billion Yuan in 2013, there is an increase of 108.2%. An increase of 55 times more than the transaction amount in 2008. In such contexts, the aim of this study was to investigate "The effect of country image, product image, brand image, the product attitudes from the country of origin of the product and repeat purchase on Chinese foreign products when purchased by overseas purchasing. This study used questionnaires to perform surveys on consumers whom have experiences of using overseas purchasing services when buying foreign products. Through the use of SPSS 18.0 system, the survey data were analyzed, and the results of the analysis are as following. First, it confirmed the hypothesis that the country's image and product image bring positive impact on buyers' product attitude on buyers whom purchase foreign products through overseas purchasing; that is, a good country and product image will generate good attitudes toward the country's products on the users who buy foreign products via overseas purchasing. Second, the country of origin of a product has a positive effect on product attitude hypothesis also has been confirmed, but the brand has a positive attitude to think of products hypothesis was rejected. Third, it confirmed the use of overseas purchasing on foreign products by Chinese consumers' products attitudes have a positive impact on the repeat purchasing hypothesis, but product attitude and repeat overseas purchasing of accompanying the perceived risk of purchasing influencing the attitude of the repeat purchase of products purchase influence will be changed hypothesis is denied. From the above analysis such results obtaining enlightening points are as following. First, Chinese consumers consider the particular products having good impression if they have good opinion on the country's image or the international image of the products. Hence individual products that aim to enter China should strive to improve the image of the specific product and the image of their own country. Second, the origin of products where the products are manufactured will affect the attitude of Chinese buyers, so foreign products being sold in China should make emphasis to Chinese buyers on the subject of the origin of the products to conduct more profitable sales. Third, the product attitudes and repeat use of overseas purchasing service accompanying the impact of risk perception has not changed. Consequently, with the factors that Korea is geographically close to China and due to the effect of Korean pop culture and adding the fact that Chinese consumers particularly prefer Korean products, South Korean shopping sites could be translated into Chinese so that Chinese consumers can freely conduct online shopping on Korean shopping Website. By doing this to some extent, more trading could be promoted between South Korea and China.
주제어
#Agency of overseas purchase Country-Image Product-Image Bland-Image Country of origin Product Attitude Reuse Intention
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