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국가이미지가 지각된 품질, 고객만족 및 구매행동의도에 미치는 영향
주인영(Ju, Inyeong),경성림(Gyeong, Seongrim) 계명대학교 국제학연구소 2018 국제학논총 Vol.27 No.-
The subjects of this study were adults aged 20 Chinese female or over who had experienced in the purchase of cosmetics products. The survey filled out the questionnaire survey in Korea and in China. Through the process of survey, 417 valid data were obtained and were analyzed by path analysis with SPSS and AMOS. The results are as summarized follows: First, the results of data analysis suggested that the measurement scales to measure country image of Korea have been categorized 4 factors: economy image, company/technology image, social/political image, cultural image. Second, the measurement scales to measure perceived quality of cosmetics have been categorized 3 factors: trust of quality, function of quality, and product price. This study might be the first empirical research that investigates the effects of country image of Korea on cosmetics" perceived quality, customer satisfaction and behavior intention by involvement. The findings of this study implied country image of good social/political image should maintain and the most important thing is trust of quality for customer satisfaction.
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