제품속성, 브랜드 및 기업 이미지가 소비자의 구매의도에 미치는 영향 -중국 9개 지역의 휴대폰시장을 중심으로- = The Effects of Product Attributes, Brand and Corporate`s Images on Consumer`s Purchasing Intension -Focusing on Chinese Cellular Phone Markets in 9 Areas-

다국어 초록 (Multilingual Abstract)

The Chinese cellular phone markets growth has the character which is two-sided gives the chance and threat in Korean mobile communication industry. This also demands the localization of the international marketing strategies which establishes in grasp of consumer consuming propensity and purchase intention. It is the goal that provides a strategic current point to the Korean enterprise which enter to China. To observe a test of hypothesis results concretely from empirical analysis with after words is same. The hypothesis 1, `corporate image really will plus affect(+) in purchase intention` the hypothesis was adopted. The hypothesis 2, `brand image really will plus affect(+) in purchase intention` also the hypothesis was adopted. The hypothesis 3, `product attributes really will plus affect(+) in purchase intention` also the hypothesis was adopted. The other research hypothesis which sex and age were rejected, school was adopted partially, others was adopted. When about the consumer who is used from empirical analysis measurement items in the center application presents the strategies which is possible in fact.