중국에서 외국산 유아식품의 구매의도에 관한 연구

• 영문명: Examination of Consumer Purchase Intention for Foreign Infant Foods in China
• 발행기관: 한국유통과학회
• 저자명: 무시원(ShiYuan Wu) 윤기창(KiChang Yoon)
• 간행물 정보: 『유통과학연구(JDS)』제15권 제3호, 49~60쪽, 전체 12쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2017.03.31

영문 초록

Purpose – The aims of this study are follows. We investigated to find out how country image and brand image affect the consumer perceived value, consumer attitude, and purchase intention of foreign infant foods in China. Especially, we focused on investigate for the moderating role of consumer knowledge between national image, brand image and consumer perceived value of foreign infant foods in China. Research design, data, and methodology – This study analyzed the effect of national image and brand image on purchase intention through consumer perceived value and consumer attitude. This study collected data for empirical analysis of Chinese consumers who have been purchase experience infant foods in China. 256 copies of questionnaire data were used for substantial analysis. Before testing the hypothesis, factor analysis was conducted to test the construct validity of measurement items. Hypotheses about effects between variables were verified using structural equation modeling analysis and hierarchical regression analysis. Results – First, the country image had a positive effect on consumer perceived value of foreign infant foods. Second, the brand image had a positive effect on consumer perceived value of foreign infant foods. Third, the consumer perceived value had a positive effect on consumer attitude. Fourth, the consumer attitude had a positive effect on purchase intention. Fifth, the consumer knowledge was moderating roles between brand image and consumer perceived value of foreign infant foods. However, the consumer knowledge did not effect of moderating between country image and perceived value of consumers. Conclusions – First, the impact of country image and brand image on consumer perceived value of foreign infant foods in China can be seen as a universal psychology of consumers who trust pure foreign products such as high quality, technology, etc. Second, consumer perceived value of foreign infant foods has a positive effect on con

목차

Abstract

1. 서론

2. 이론적 배경

3. 연구방법

4. 실증분석

5. 결론 및 시사점

Reference

키워드

Country Image Brand Image Perceived Value Consumer Attitude Purchase Intention Consumer Knowledge