국가이미지와 브랜드이미지가 품질지각과 구매의도에 미치는 영향에 관한 연구 : 중국 가전제품 시장을 중심으로

다국어 초록 (Multilingual Abstract)

South Korea, China, and Japan have played an important role in Asia. The proportion of these three countries in the world economy trade is 17.5%. Especially, China is Japan’s and Korea’s biggest trading partner. Statistics from Japanese customs authorities showed Japan's exports to China amounted to 73.54 billion U.S. dollars in the first half of the year, while imports from China totaled 91.29 billion U.S. dollars during the period. South Korea has been running a trade surplus with China, which hit a record US $32.5 billion in 2009.
Economic and trade cooperation requires good political environmental factors. Good political environment and bilateral ties are foundation to bilateral as well as multilateral economic and trade relations.
However, the Japan government's so-called "purchase" of the Diaoyu Islands has a negative impact on China-Japan economic and trade ties. Citizens in main land China participated in protest marches and called for a boycott of Japanese products in as many as 85 Chinese cities, including Shanghai, Shenyang, Zhengzhou, Hangzhou and Haerbin, as well as HongKong Demonstrations escalated to arson of Japanese vehicle and other criminal acts in Beijing, Shenzhen, Guangzhou, Changsha, Suzhou, Mianyang, Xi'an and Qingdao.
On the other hand, Korea-wave has considerable positive impact on the China-South Korean economy and trade ties. Especially, China was one of the first places where the phenomenon occurred. In 2006, South Korean programs on Chinese government TV networks accounted for more than all other foreign shows combined. In addition, Korean music has mass appeal in the Chinese and Taiwanese markets such as clothing, food, games, and consumer electronic products.
These phenomena have explained through the country-of-origin effect. Country of origin effect has been found to influence consumer’s evaluations of foreign products on two dimensions: perceptions of quality, and perceptions of purchase intention.
Based on the above discussion, in this research, a conceptual model is designed showing the influence of country image and brand image on consumers' perceived quality and purchase intention. The study investigates the chinese consumers' perception on electronic products including Camera and laptop by Japan’s Sony and South Korea's Samsung, respectively.
The survey was initially generated in Korean and was translated into Chinese by professional translators. Total of 300 questionnaires were distributed and 200 were collected. Among collected questionnaires 165 were used for the analyses in this study.
The research model has nine constructs with interrelated dependence relationships or causal paths, requiring a structural equation modeling (SEM) analysis. SEM analysis requires constructs to be assessed rigorously by confirmatory data, to examine convergent and discriminant validity. CFA results were obtained using the software package AMOS.
The empirical results from the model are as follows:
First, country-of-origin effect has significant impact on the products perception of chinese consumer. In the Korea case, cultural factors and economic/technical factors affect positive perception of product. On the other hand, country-of-origin effect of Japan, only the economic/technical factors has a positive influence on the perception of the product. But the political/social factors has a negative impact on functional factors. These results imply that recent anti-Japanese sentiments impact negatively on the perception to Japan’s product.
Second, to chinese consumer, Samsung brand has a strong symbolic image and Sony brand has a strong utilitarian image. Through this result, each company brand has their own brand image which affects consumers.
Third, service factors were analyzed that has more significant impact on the recommendations than purchase intention, which means Chinese consumers consider word of mouth to purchase product. In this sense, firms take care of service factors as well as the product quality.

목차 (Table of Contents)

• 제 1 장 서 론 1
• 제1절 연구의 배경과 목적 1
• 제2절 연구의 구성 3
• 제 2 장 중국 가전산업의 현황 5
• 제1절 중국 가전시장의 현황 5
• 1. 전세계 가전제품생산센터로서의 중국 가전시장 6
• 2. 가전기업의 높아진 국제경쟁력 8
• 3. 중국 가전제품산업의 문제점 10
• 제2절 한국 및 일본 가전업체의 중국투자의 현황 12
• 1. 한국기업의 중국 투자 추이 12
• 2. 일본 기업의 중국 투자 추이 15
• 제3절 한국 및 일본 가전기업의 제품별 시장현황 16
• 1. 중국 TV시장 현황 19
• 2. 중국 디지털카메라 시장 현황 22
• 3. 중국 3G 휴대폰시장 현황 26
• 제 3 장 이론 및 선행연구 31
• 제1절 국가이미지 관련 이론 및 선행연구 31
• 1. 국가이미지의 정의와 구성요소 31
• 2. 국가이미지 관련 선행연구 34
• 제2절 브랜드이미지 관련 이론 및 선행연구 38
• 1. 브랜드이미지의 정의 및 구성요소 38
• 2. 브랜드이미지 관련 선행연구 41
• 제3절 품질지각과 상품평가에 대한 연구 44
• 1. 지각된 품질 44
• 2. 상품평가와 구매의도 45
• 제 4 장 연구모형 및 가설 48
• 제1절 연구모형 48
• 제2절 연구가설 50
• 1. 국가이미지와 품질지각 간의 관계 50
• 2. 브랜드이미지와 품질지각 간의 관계 51
• 3. 품질지각과 제품평가 간의 관계 52
• 제3절 변수의 조작적 정의 54
• 1. 국가이미지 54
• 2. 브랜드이미지 55
• 3. 품질지각과 상품평가 56
• 제4절 조사방법 60
• 1. 표본의 선정 및 자료 수집 60
• 2. 분석방법 60
• 제 5 장 실증 분석 62
• 제1절 표본의 특성 62
• 제2절 구성개념의 평균, 표준편차, 상관관계 64
• 제3절 변수의 신뢰성 및 타당성 검증 65
• 제4절 모형의 적합도 및 가설검정 73
• 1. 한국모형의 적합도 73
• 2. 일본모형의 적합도 74
• 제 6 장 결 론 77
• 제1절 요약 및 시사점 77
• 제2절 연구의 한계점 및 향후 연구 제언 79
• 참고문헌 80
• Abstract 92
• [부록] 설문지 95