가격인하와 품질저하의 생산원산지이동 효과가 소비자 구매의도에 미치는 영향 - 기술집약도 및 상표친숙도의 상호작용상황을 중심으로

• 영문명: The Effects of Production Country-of-Origin with Price Falling and Quality Deterioration on Consumers" Purchasing Intention - Focus on Interaction with Tech-Intensity and Brand Familarity -
• 발행기관: 한국상품학회
• 저자명: 김화동(Kim Hwa-Dong)
• 간행물 정보: 『상품학연구』제24권 제3호, 1~22쪽, 전체 22쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2006.12.01

영문 초록

  In situation of moving production country-of-origin to foreign countries for price competitiveness regardless of quality deterioration, the purpose of study is to investigate how country-of-origin effect of this type influences on consumers" purchasing intention according to tech-intensity and brand familarity of product. For this purpose, this study made experimental design with stimulus material matching conditional factors such as tech-intensity, brand familarity, and nation moving production country-of-origin.
  The results of empirical analysis as follows: First, in case of considering tech-intensity, production country-of-origin effect of this type influences negatively consumers" purchasing intention of high-tech product and influences positively consumers" purchasing intention of low-tech product. Second, in case of considering brand familarity, production country- of-origin effect of this type influences positively consumers" purchasing intention of only low familarity brand. However consumers" purchasing intention of low familarity brand and high-tech product is influenced negatively by interaction effect between brand familarity and tech-intensity.

목차

Ⅰ. 연구배경 및 목적
Ⅱ. 이론적 배경
Ⅲ. 연구문제
Ⅳ. 연구디자인
Ⅴ. 실증분석
Ⅵ. 결론
참고문헌
Summary

키워드

country-of-origin effect tech-intensity brand familarity purchasing intention