[논문]중국 원산지이미지에 따른 한국 소비자의 지각된 가치와 구매의도: 제조 및 브랜드 원산지 효과를 비교

최명; 이승신

doi:10.6115/fer.2017.037

중국 원산지이미지에 따른 한국 소비자의 지각된 가치와 구매의도: 제조 및 브랜드 원산지 효과를 비교
The Effects of China's Country-of-Origin Image on Korean Consumers' Perceived Value and Purchase Intentions: Comparison between Country-of-Manufacture (COM) and Country-of-Brand (COB) 원문보기

Family and environment research : fer, v.55 no.5, 2017년, pp.507 - 526

Abstract ▼ AI-Helper

To infer the true state of a regional product's attributes, consumers use the image they have of the product's region of origin; however, products may have multiple countries of origin in their design, branding, sourcing and manufacturing becuase more products are increasingly a result of multi-firm and multi-country efforts. We examined how the country-of-origin image (country image and product image) affect international consumers' perceived value (function value and symbolic value) and purchase intentions of made-in China goods by extending and deepening the flexible model. Second, to investigate the differences of COO effects according to different types of country-of-origin we divided the traditional country-of-origin into two components: country-of-manufacture (COM) and country-of-brand (COB). We then explore how the impact of China's country image on consumers' perceived value and purchase intentions varies when China is the COM or COB of the same product. Six hypotheses were proposed to test our anticipations. We recruited 800 Korean adult consumers who previously purchased made-in China products to participate in the online investigation. Data analyses were conducted with confirmatory factor analysis and structural equation modeling using SPSS and AMOS. The main results are discussed as follows. First, the effects of China's COO image on Korean consumers' perceived value and purchase intentions vary when China is the COM or COB of a product. Second, a positive effect of the function value and symbolic value on the purchase intentions was found. Literature and practical implications of findings are discussed and suggested in the conclusion.

주제어

질의응답

핵심어	질문	논문에서 추출한 답변
	원산지이미지가 중요해진 이유는?	국제 무역이 아직 활발히 이루어지지 않았던 시기에는 기업들이 생산한 상품을 주로 국내에서 유통하고 판매하였기 때문에 상품의 원산지는 중요하지 않았다. 하지만 국제 경제가 많이 발전하고 국가 간의 무역 협조가 많아지자 상품의 제조국에 대한 관심도 증가하게 되었다. 따라서 소비자는 외국상품을 구입할 때 원산지이미지를 이용하여 상품을 판단하게 된다.
	원산지는 무엇인가?	원산지(country of origin)는 상품을 최초로 생산하는 국가로서 상품의 제조국을 지칭하며, 상품포장의 ‘Made in’ 표시를 통하여 확인할 수 있다. 국제 경제가 발전함에 따라 국가 간의 무역이 활발해지고 수입상품이 증가하자, 상품 제조국에 대한 소비자들의 관심도 크게 증가하였다.
	과거의 국제시장에서의 중국제조 상품의 점유율이 높았던 이유는?	한 국가가 담당하는 원산지의 유형은 항상 일관적이지는 않으며 국가의 발전과 경제구조의 변화에 따라 계속해서 변하고 있다. 과거에는 중국 시장의 저가 노동력으로 인해 많은 외국기업들이 중국에서 상품을 제조하였기 때문에 국제시장에서의 중국제조 상품의 점유율은 높았다. 특히 중국은 자동자료처리기계, 각종 유·무선 통신망 커뮤니케이션을 위한 장치, 전자집적회로와 텔레비전 등을 많이 수출하고 있어 2010년 9월에는 상품 수출액이 세계 1위가 되어 현재(2013년, 4.

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저자의 다른 논문 :

표제어: PCR

동의어: Packet Collision Rate

용어 설명 출처 목록 (6)

용어 설명: PCR은 세균 특이성이 있는 primer를 이용하여 적은 수의 세균이 있을지라도 쉽게 검출할 수 있는 유용한 방법이며, 이를 이용하여 구강 내 치면세균막이나 타액에서 직접 세균을 검출할 수 있게 되었다[8].

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