제조 원산지와 브랜드 원산지가 소비자의 품질 인식과 구매의도에 미치는 영향

국문 초록 (Abstract)

오늘날 세계화의 진전과 함께 많은 제품들이 다국적 브랜드의 성향을 보임에 따라 브랜드 국적과 제조국국적이 제품 평가에 어떤 영향을 미치는가는 매우 중요한 이슈가 되었다. 본 연구는 중국 소비자들을 대상으로 하여 다국적 가전제품의 제조국과 브랜드 정보가 소비자의 품질인식이나 구매의도에 어떠한 영향을 미치는지 연구하고자 하였다. 특히 제조 원산지와 브랜드 이미지 간의 상호작용 효과를 검증한 기존 연구들과 달리 브랜드 인지도 및 선호도의 효과를 통제한 순수한 브랜드 원산지 효과가 제조 원산지 효과와 상호작용하는지 살펴보았다. 그리고 제조 원산지와 브랜드 원산지의 일치 여부가 소비자의 태도에 어떠한 영향을 미치는지를 검증하였다. 또한 원산지 효과를 조절하는 변수로서 제품 관여도와 자민족주의 성향을 연구모형에 포함시켜 제품과 소비자의 특성에 따라 원산지 효과가 달라지는지도 살펴보고자 하였다. 연구 결과 브랜드 원산지와 제조 원산지간의 유의한 상호작용 효과를 밝혀내었는데, 좋은 이미지의 브랜드는 제조 원산지의 부정적인 효과를 감소시킬 수 있다는 결론을 내릴 수 있었다. 그러나 제조 원산지와 브랜드 원산지가 일치하는 경우가 일치하지 않는 경우보다 소비자의 태도가 더욱 호의적인 것으로 나타났기 때문에, 더 높은 브랜드 파워를 가진 제품이 이미지가 낮은 국가에서 제조된 경우보다는 조금 낮은 브랜드 파워를 가지더라도 브랜드 원산지에서 제조된 제품이 소비자에게 더 높은 평가를 받을 수 있음을 알게 되었다. 제품 관여도의 조절효과에 대해서는 소비자의 품질인식에 있어서 제조 원산지와 상호작용이 있는 것으로 나타나 제조 원산지가 소비자의 품질인식에 미치는 영향은 관여도에 따라 달라진다는 것을 알 수 있었다. 소비자 자민족주의 성향의 경우 소비자의 품질인식과 구매의도에 있어서 브랜드 원산지와의 상호작용 효과가 통계적으로 유의한 것으로 나타났다.

다국어 초록 (Multilingual Abstract)

The effects of country of origin on consumer perception and purchase intention have long been of interest to marketing researchers. Although several studies reported significant interactions between country of manufacture and brand image or between country of manufacture and country of brand, combinatory effect of country of manufacture, country of brand and brand image remain unclear. Some studies even conclude that consumers tacitly assume that the country where the product is designed is where quality control is managed, and therefore, the effect of country of brand would probably be closely related to or more impactful than the country of manufacture. Country of brand and brand image are also connected in some part influencing each other. Moreover, it becomes necessary to distinguish another role of brand affecting consumers` product evaluation; brand awareness and brand preference have different impact on consumer`s perceived quality and purchase intention. Understanding how pure impact of country of brand are related to the country of manufactures and the moderating roles of product involvement and ethnocentrism may help international marketing researchers better understand the contributing factors underlying the formation of country of origin evaluations. It may also help to uncover the role of brand awareness or brand preference in the context of country of origin concept and suggest further research venues. The main purpose of this study is to investigate the joint effect of the country of manufacture and country of brand considering the effect of brand awareness and brand preference in influencing consumers` product quality evaluation and purchase intention of global electronic goods. Further, we studied the impact of the congruity between country of manufacture and country of brand on consumers` attitudes. The empirical model also incorporated the level of involvement and ethnocentrism as moderating variables. Two brands (LG and Haier) of LCD TV (high involvement product) and Telephone (low involvement product) were used for study. Brand pairs were selected to reflect high and low brand awareness and preference. Each product has two country of manufacture information (made in China and made in Korea) and country of brand information (LG from Korea and Haier from China). The questionnaire was distributes via internet to Chinese consumers. The ANCOVA with brand recognition and brand preference as the covariates revealed significant interaction between country of brand and country of manufacture. The result implies that preferred country of brand regardless of the brand`s influence can complement the negative effect of country of manufacture (p=.000). Both country of brand and country of manufacture affected consumers` perceived quality (p=.000), while only country of brand affected consumers` purchase intention (p=.000). As expected both brand awareness (p=.004) and brand preference (p=.000) affected consumers` perceived quality, while only brand preference affected consumers` purchase intention (p=.000). Overall, consumers` evaluations of LG products made in Korea were the highest (M perceived quailty=5.20, M purchase intention=4.68), followed by Haier products made in China (M perceived quailty=4.62, M purchase intention=4.32). Despite LG brand was preferred to Haier brand, Haier product made in China got higher evaluations than LG made in China (M perceived quailty=4.44, M purchase intention=4.01) which means that the congruity between country of manufacture and country of brand has substantial positive impact on consumers` attitude. A product manufactured in the country of its brand can be preferred even when the product had less brand power. Furthermore, the moderating roles of the level of involvement as well as ethnocentrism were proved to be present. The result show that when consumers perceive quality of high involvement products, country of manufacture becomes more important than country of brand. Only count

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