제조국, 브랜드이미지, 애국심이 이중국적제품의 평가에 미치는 영향

박진표 ( Jinpyo Park ),김강식 ( Kang-sik Kim ) 한국질서경제학회 2015 질서경제저널 Vol.18 No.4

This study is interested in the impact of product related variables (country-of-origin image and brand image) and of consumer psychographic variable (patriotism) on the evaluation and the purchase intention of foreign products. The empirical study was conducted with 221 young Korean consumers. The results of this research show that variables related to the product (countryof- origin image and brand image) modify the evaluation and the purchase intention of the foreign product. First, the country of origin image was found to have a positive effect on the evaluation of the product. Second, the brand image also had a positive and significant influence on the evaluation of the product. Third, consumer patriotism had a positive effect on domestic company products produced locally. It also had partial effects on products produced in specific countries. Fourth, products from the same brand showed differences in product evaluations and purchase intentions according to their country of origin. Products produced in developed countries received higher levels of positive evaluations and stronger purchase intentions. When Japanese products were produced in China and Korea, these products showed lower evaluation rating than when they were produced in Japan. On the other hand, when Korean brand products were produced in Japan, there were no significant differences in the evaluation ratings. This result means that patriotism plays a role in the evaluation of domestic brand products by the consumers. Furthermore, we could see that Korean consumers have a positive image of Korean brand products. However, all products produced in China had lower ratings than all Korean brand products produced locally. Fifth, even products produced in the same country showed different evalua- tion ratings and purchase intentions according to the brand. Regardless of the country of origin, familiar brands received more positive evaluations and higher purchase intention ratings than non-familiar ones. In the case when the brand nationality and the country of origin were different, consumers showed negative evaluations when the country of origin was economically less developed than the brand nationality. Finally, the brand familiarity was discovered to be a variable that could moderate the influence that the country of origin has on product evaluations and purchase intentions. The results of this study suggest that the delocalization decisions to manufacture a product in a low cost of production country should be associated with specific marketing actions when the perception of the image of this country is weak or unfavourable in the eyes of the consumer.

외재적 단서의 수준에 따른 스포츠용품평가의 차이분석

배성우 ( Sung Woo Bae ) 한국스포츠산업경영학회 ( 구 한국스포츠행정경영학회 ) 2012 한국스포츠산업경영학회지 Vol.17 No.1

본 연구는 소비자의 구매의사결정과정에서 외재적 단서 중 브랜드인지도, 원산지이미지, 지각된 가격의 수준(고/저)에 따른조합일 때 지각된 품질, 지각된 위험, 지각된 가치 및 구매의도에 어떠한 차이가 있는지 알아보았다. 부산광역시와 경상남도에 소재 20곳의 골프 연습장을 선정 후 그 이용객 1,200명을 대상으로 비확률 표본추출법(non-probability sampling)중 편의표본 추출법(convenience sampling method)을 이용하여 설문조사를 실시하였다. 총 996부의 유효 표본을 자료 분석에 사용하였으 며, SPSS WIN 15.0 통계 패키지를 이용하여 탐색적 요인분석(Exploratory factor analysis)과 Cronbach``s . 검증 및 일원분산분 석을 실시하였다. 모든 통계적 유의수준은 α=.05로 하였고 도출된 가설검증의 결과는 다음과 같다. 첫째, 지각된 품질은 ‘고 브랜드×고 원산지×고 가격’이 가장 높은 것으로 나타났다. 둘째, 지각된 위험은 ‘저 브랜드×저 원산지×저 가격’이 가장 높은 것으로 나타났다. 셋째, 지각된 가치는 ‘고 브랜드×고 원산지×저 가격’이 가장 높은 것으로 나타났다. 넷째, 구매 의도는 지각 된 가치와 동일한 결과로 ‘고 브랜드×고 원산지×저 가격’이 높게 나타났다. The purpose of this study was to identify the differences in perceived quality, perceived risk, perceived value, and purchase intention between high and low levels of three extrinsic cues of sporting goods (brand awareness, country-of-origin image, and perceived price). Before the main test stage, two pre-tests were performed. The first pre-test was to determine which the results indicated that the driver of golf clubs was selected for the specific sport product of this study because it represented higher involved product, foreign-preferred product, various brands, and wide price range, comparing with other sporting goods. Second pre-test was employed to determine the manipulation of brand awareness, country-of-origin image, and perceived price. A sample consisted of actual 40 golfers from a golf driving range. Based on the results of two pre-tests, an experimental research using between-subject factorial design was employed in order to develop eight types of extrinsic cues about selected products (high/low brand awareness x high/low country-of-origin image x perceived price). The questionnaire for this study was disseminated to 1200 golfers from 20 golf driving ranges. 204 questionnaires were excluded because they were not applicable. There were 996 usable questionnaires (83%). The following was the results of this study. First, the results indicated that there were statistically significant differences in perceived quality between the levels of brand awareness, country-of-origin image, and perceived price (F = 49.607, p< .001). Second, the results indicated statistically significant differences existed between the levels of brand awareness, country-of-origin image, perceived price on perceived risk (F = 13.287, p < .001). Third, the results indicated that there were statistically significant differences between the levels of brand awareness, country-of-origin image, and perceived price on perceived value (F = 25.346, p < .001). Lastly, the results indicated that there were statistically significant differences between the levels of brand awareness, country-of-origin image, and perceived price on purchase intention (F = 25.346, p < .001). Taken together, based on the results of this study, it led to the conclusion that golf consumers evaluated the golf product in terms of perceive quality, perceived risk and perceived value that were highly associated with the levels of brand awareness, country-of-origin image, and perceived price during the process of decision making for consumption of golf product. Specifically, as the golf product reflected high brand awareness, high country-of-origin image, and low perceived price, better evaluation of it from golf consumers was to be appeared. In addition, there was higher intention to buy the golf product, which was represented by high brand awareness, high country-of-origin image, and low perceived price. The findings of this study will contribute to an extension of the knowledge about the golf consumers`` decision-making process of purchasing behavior. The findings also provide golf marketers and managers for meaningful practical applications. Practical implications and several directions for future study of findings are discussed.

농산물의 원산지국가이미지, 브랜드 이미지 및 지각된 품질 간의 관계 : 자기해석의 조절효과

김신애 한국전략마케팅학회 2017 마케팅논집 Vol.25 No.3

The purpose this study is to analyzed the relationship study among country of origin, brand image and perceived quality in import agricultural product which is focused on the effect of self construal perspectives. The subject of this study is country of origin images themes with respect to brand images of agricultural products based buying decision making theory . Sample size of analysis were 172 questionnaires. Analysis methods made the good use of SPSS Ver. 21.0. Analysis results verified that, first, except of advanced social-economic image of country of origin, culture art images of country of origin had positive effects on modern & attract driven brand images. eco-environment & healthy driven brand images. and Second, hypothesis showed that advanced social-economic image of country of origin & culture art images of country of origin had positive effects on traditional & naive driven brand images. Third, brand of multidimensional images(modern & attract, eco-environment & healthy) supported perceived quality. and self construal had moderated effect between brand images and perceived quality. Summary and strategy implication on franchisee will be mention in conclusion 오늘날 소비자들은 국가 간의 FTA 체결로 여러 유통경로를 통해 열대과일들을 언제든지 볼 수있으며, 수입된 열대과일들을 구입할 때, 농산물 평가에 중심단서로서 영향을 주는 원산지국가이미지, 브랜드이미지와 지각된 품질에 대한 관심이 고조(高潮)되고 있다. 본 연구는 2016년 제63회백제문화재가 개최되는 기간 동안 굿뜨래 경영사업소를 방문한 172명의 최종 소비자를 대상으로특정한 수입농산물 과일의 원산지국가이미지, 브랜드이미지 그리고 지각된 품질 간에 영향관계를SPSS 21.0ver를 통해 분석하였다. 분석 결과는 첫째, 경제사회지향 원산지국가이미지를 제외한문화예술지향 원산지국가이미지는 현대적 및 매력지향 브랜드이미지에 유효하게 나타났으며, 또한, 경제사회지향 원산지국가이미지는 친환경 건강지향 브랜드이미지에 기각된 반면에 문화예술지향 원산지국가이미지는 친환경건강의 브랜드이미지에 통계적으로 정(+)의 영향을 미쳤다. 둘째, 경제사회 및 문화예술지향 원산지국가이미지는 전통 및 소박지향의 브랜드이미지에 모두 정(+)의영향을 미치는 것으로 나타났다. 셋째, 농산물 브랜드이미지(현대적 및 매력지향, 친환경건강지향, 전통 및 소박지향)는 지각된 품질에 정(+)의 영향을 미쳤다. 넷째, 자기해석은 전통 및 소박지향브랜드이미지를 제외한 농산물브랜드이미지(현대적 및 매력지향, 친환경건강지향)와 지각된 품질간에 조절효과의 역할이 나타났다. 결론에는 농산물의 원산지국가이미지, 브랜드이미지 그리고 지각된 품질 간의 영향관계와 자기해석의 조절효과에 대한 요약, 시사점, 그리고 연구의 한계와 미래연구의 건설적 제언을 언급하였다.

COMBINING PRODUCT PLACEMENT AND COUNTRY OF ORIGIN EFFECT TO INCREASE BRAND EQUITY

Roberto Chierici,Maria Cristina Morra,Angelo Di Gregorio 글로벌지식마케팅경영학회 2015 Global Fashion Management Conference Vol.2015 No.06

In the years 2010–2012 in Italy, the 3F sectors, fashion, food and furniture, marked a +5% (FinanciaLounge, 2014). To some extent, this rise may rely on the strong Made in Italy label that is historically “perceived by consumers as being associated with “true” luxury goods” (Hoffmann & Coste-Manière, 2014) and, in order to create nostalgia and credibility for their brands, many firms try to correlate their offer to the heritage of the Country of Origin (Fionda & Moore, 2009). In the academic literature, Country of Origin is one of the most analyzed method to enhance a firm’s competitive advantage, mainly thanks to its ability to increase positive perceptions about firms’ products in the customers’ mind (Agrawal & Kamakura, 1999; Aiello et al., 2009). Moreover, Country of Origin is defined as “the effect rooted in consumers’ images of the quality of specific products marketed by firms associated with a country of origin” (Verlegh, Steenkamp, & Meulenberg, 2005, p. 127). COO works as an information cue that covers the attitudes toward the products evaluation. In particular, COO influences customers’ brand awareness, perceived quality and brand associations depending on the country image, and, as a consequence, the overall brand equity (Agrawal & Kamakura, 1999; Chao, 1998; Magnusson, Westjohn, & Zdravkovic, 2011). For instance, some authors showed a positive bias (i.e. increased willingness to pay a higher price) toward products from some countries relative to others (Drozdenko & Jensen, 2009). For this reason, just few countries can benefit from their image and awareness in order to take advantage from the Country of Origin effect, such as Italy. Furthermore, besides the Country image, scholars found that the COO effect can vary depending on the product category “For a given category, country-of-origin credibility is high when consumers have a favorable image of the country’s products in that category, and low when the product–country image is unfavorable” (Verlegh et al., 2005, p. 129). In this perspective, firms should identify solutions to convey positive associations about their supply to customers (Phau & Leng, 2008). The relevance of this issue is confirmed by a lot of studies, where some communication tools related to COO effect are already investigated, like brand identification system, packaging, advertising copy and celebrity endorsement (Agrawal & Kamakura, 1999; Usunier, 2011). Actually, a lot of Italian firms use product placement exploiting the “Made in Italy” effect, where placement is here intended as the paid inclusion of branded products within mass media programming (Karrh, 1998). Just few examples are Piaggio with Vespa in Roman Holiday, Bacardi with Martini in James Bond and Ocean’s series, Riva Yacht with Aquarama in James Bond series and The Great Beauty, and Prada in The devil wears Prada. Many reasons are explaining such a great use of product placement. On one hand, in the last decade we have assisted to the fragmentation of media and their audience, and on the other one, consumers are more and more skeptical towards traditional benefit advertising and they use technology to avoid commercials (Hackley & Tiwsakul, 2006; Lehu & Bressoud, 2009). Integrating brands casually but notably in a media content appears to be an interesting alternative to traditional marketing communication tools (D’Astous & Chartier, 2000). Furthermore, product placement’s acceptance and its possibly effectiveness, as well as country of origin effect, is likely to vary across product category (Gupta & Gould, 1997; Russell, 1998). Moreover, we can assume that product placement impact on the overall brand equity in a positive way (Aaker, 1997; Miniero, Chizzoli, & Pate, 2013) as it is an effective tool that can increase brand awareness and develop favorable relations with customers (Chan, 2012). In particular, studies on product placement confirm an increased top-of-mind-awareness and unaided awareness of placed brands (Cholinski, 2012). Finally, even if studies on product integration effect on attitude toward placed brands are not univocal, a lot of publications present positive or at the very least neutral product placement influence on brand attitude (Russell, 2002). For instance, according to Miniero et al. (2013), product placement is a nice way to achieve communication objectives and it can be used to influence consumers’ attitude and intention to buy a specific brand (Miniero et al., 2013). To our knowledge, despite a huge employment of product placement in practice and a lot of contributions in the academic theory about these two topics, there is a gap in the literature about the relationship between the COO effect and the use of this communication tool from a practitioners’ perspective. On the contrary, from a consumers’ perspective, Tsai and Lu’s research find out a positive correlation between the use of product placement and the country image (Tsai & Lu, 2012). Moreover, due to the several studies concerning the positive impact of product placement and country of origin on brand equity, we are allowed to suppose that professionals can synergistically take advantage from both. Starting from Karrh’s studies on the practitioners’ perspective about product placement, our research aspires to draw any analogy and difference between Karrh’s findings and the Italian firm’s perceptions (Karrh, McKee, & Pardun, 2003; Karrh, 1995, 1998). Particularly, we aim to interview companies that belong to sectors where Made in Italy represents a key competitive component. In addition, our study attempts to explore if and how independent Italian firms exploit country of origin effect in their product placement in order to increase their brand equity. To answer our research questions, we could properly use the case study method (Yin, 2009). This qualitative methodology is very useful to explore unanticipated empirical discoveries (Eisenhardt, 1989). Our case study protocol will provide the analysis of three different data sources. In the first stage of our research, we will examine audio-visual materials, such as film, videotapes, websites and social media, to collect data in an unobtrusive method. In the second stage, we will go through public documents, newspapers and recent academic literature to understand trend topics on product placement and COO and to arrange guidelines suitable for the interviews. In the third ones, we will conduct in-depth face-to-face and semi-structured interviews with key figures of Made in Italy firms that integrated product placement in their communication mix at least once. More in details, interviews will be recorded and transcribed to ensure the completeness of the information gathered. Through the triangulation of these methods and sources we will achieve a richer and deeper data collection and we will also make the case study more detailed (Creswell, 2009). Although our research is still in progress, we expect to extend Karrh’s findings about product placement. More in details, we would like to focus our attention upon the integration between COO and product placement and we try to highlight any key element that can explain how to manage this relationship in order to increase brand equity.

원산지 이미지가 브랜드자산 모형에 미치는 영향

김보영(Renee Kim),박세진(Sejin Park),박종민(Jongmin Park) 대한경영학회 2016 大韓經營學會誌 Vol.29 No.6

중국진출 韓·美·日企業PC상품 구매 시 국가 및 브랜드이미지가 소비자에 미치는 影響에 관한 연구

임달호,최희빈 한일경상학회 2010 韓日經商論集 Vol.46 No.-

The purpose of this study was to analysis the characteristics of the Chinese consumer purchasing behavior of the notebook by using country-of-origin and brand image. Also suggest for notebook company through a better understanding of the findings. To accomplish this purpose, a questionnaire survey was conducted on Chinese consumers lived in Shanghai, China, by random sampling. From this, total 242 usable questionnaires were used for this empirical study. The collected data were analyzed with statistical package, SPSS(12.0 Version). Frequency analysis, reliability test, factor analysis, and regression analysis were used for various data analysis. First, the functional and symbolic brand image are both significantly related to the brand attitude, either Samsung or HP or Toshiba. Every brand's functional image and symbolic image exert an important influence, compared to this, general of country-of-origin and country-of-origin related to products exercise a relatively low effect. So that, IT products, such as the notebook, had already turn into wide-use product at Chinese market. And elements of brand image exert a much more important effect than the elements of country-of-origin. Second, the functional brand images contribute much to the brand attitude, than that symbolic brand images do. Compared to symbolic brand image, the functional brand image, who represents performance, stability and design, is much admitted by Chinese consumers. And also get a definite consequence that Chinese consumers have a strong practical characteristic. Third, the relationships between general of country-of-origin and brand attitude, country-of-origin related to products and brand attitude, are different follow to the counties. Fourth, Brand attitude affects purchase intension. No matter country is Korea, America or Japan. Every brand's brand attitude has a significant relation with own brand's purchase intension.

Brand Name의 현지화, 광고모델 이미지 및 원산지 이미지가 중국소비자의 한국산 화장품 제품평가에 미치는 영향

김보영,정근,박종민 한국기업경영학회 2016 기업경영연구 Vol.23 No.3

Rapid growth of Chinese cosmetic market led to global big market next to U.S market. Foreign brands consist of 80% of the Chinese cosmetic market, while made-in-Korea cosmetics’ market share remains at 5%. With Korean cosmetic amicable image of country-of-origin by the rise of ‘Korean wave’, Korean cosmetic firms may need to develop and carry out more strategic and effective marketing plans about celebrity advertising models and localized chinese brand names to tailor Chinese consumers’ taste and preference and to enlarge the their products’ market size. The purposes of this study are to analyze 1) the effects of localized brand names, images of Korean advertising celebrity models and country-of-origin image on Chinese consumers’ choice behaviors 2) whether Korean country-of-origin image has moderating effects each with localized brand names and advertising celebrity model image. Analysis results show that each of four differentiated localized brand name, images of advertising celebrity model image and Korea’s country origin image has significantly positive effects on Chinese consumers’ product evaluation. In addition, image of Korean country-of-origin image has moderating effects with images of advertising celebrity models on Chinese consumers’ choice behaviors. 중국의 화장품 시장이 급성장하여 최근에는 미국에 이어 세계 제2위의 시장으로 발전하였다. 중국시장에서 해외 브랜드가 80% 내외의 시장점유율을 차지하는 반면, 한국 화장품 브랜드의 시장 점유율은 5% 의 미미한 수준을 기록하고 있다. 이에 따라 한류 열풍 등에 의해 형성된 우호적인 원산지 이미지와 함께 광고모델이나 현지화 된 중국어 Brand Name 등의 효과적인 마케팅전략을 수립하고 실행함으로써 한국 화장품의 제품평가도를 높여 수출시장을 확대해야할 필요성이 크다. 이 연구는 1) 한국 화장품의 Brand Name 현지화 방식, 화장품 광고모델 이미지 및 한국 원산지 이미지가 중국소비자의 제품평가에 미치는 영향 2) 한국 원산지 이미지가 Brand Name 현지화 방식과 광고모델의 이미지와 함께 제품평가에 있어서 조절효과를 가지는지에 대하여 분석하고자 한다. 연구 결과, 한국 화장품의 음역식, 직역식, 의역식, 결합식의 4가지 방식의 중국어 Brand Name에 대한 소비자 인지가 제품평가에 긍정적인 영향을 미치고 있으며, 광고모델 이미지와 원산지 이미지 역시 긍정적인 영향을 나타내고 있다. 원산지 이미지와 화장품 광고모델 이미지는 조절효과를 가지는 것으로 나타났다.

국가 이미지가 제품 구매태도에 미치는 영향: 브랜드 원산지 조절효과를 중심으로

하수경,신철호 한국국제경영관리학회 2011 국제경영리뷰 Vol.15 No.1

본 연구에서는 국가 이미지가 제품 평가와 구매태도, 그리고 제품에 대한 평가가 국가 이미지 형성에 어떠한 영향을 주는지를 기본 모델로 구성하고 브랜드 원산지의 조절적 역할을 규명해 보고자 하였다. 이에 ‘국가 이미지->제품 속성에 대한 신념->제품에 대한 태도로 이어지는 후광효과 모형에 제품에 대한 ‘기능적·상징적 가치’에 대한 평가 경로를 추가하였고, 제품 평가가 국가 이미지에 주는 영향을 평가하기 위해 요약개념화 효과 모형에 기초하여 태도 형성에 있어서 브랜드 원산지 고려 정도를 조절효과로 검증하였다. 브랜드 원산지 고려 고(高)집단의 경우 제품차원의 기능이 좋다 하더라도 기능적 가치이상의 상징적인 가치 측면을 고려하여 구매로 이어짐을 알 수 있었으며, 브랜드 원산지를 중요하게 생각하지 않는 경우는 제품 자체의 기능적 가치를 고려함을 알 수 있었다. 그리고 경로 분석결과, 브랜드 원산지를 중요하게 고려하는 고(高)집단의 경우 국가 이미지를 통해 제품의 상징적 가치에 대한 신념이 형성되고 이를 통해 특정 제품에 대한 선호 및 구매태도가 형성되는 후광모형으로 설명됨을 알 수 있었으며, 브랜드 원산지에 대한 저(低)고려 집단의 경우 브랜드 소유국의 고려 수준이 낮기 때문에 국가 이미지보다는 제품 자체의 기능적인 가치를 강조하여 마케팅하는 것이 효율적임을 증명해 주었다. 또한 요약개념화 효과 모형에 기초하여 분석한 결과 브랜드 원산지에 대한 고려 수준에 관계없이 제품에 대한 기능적 가치가 좋을 경우 국가 이미지에도 긍정적인 영향을 주는 것으로 분석되었다. This study aims to formulate a basic model showing how a particular country’s image impacts the evaluation and purchase of products originating from that country, and how product evaluation, in turn, then impacts the development of country image, with the goal of defining the moderating effects of a product's country-of-origin of the brand. The measurement of a product’s functional and symbolic value was added on to the halo effect model which suggests the following structural relationship: country image->beliefs toward product attributes->brand attitude. A summary construct effect model was used to show how a consumer’s evaluation of a product’s functional and symbolic value influenced country image. The moderating effects of the country-of-origin of the brand on the formation of brand attitudes were tested against different degrees of consideration placed on brand origin by different groups of consumers. This study is significant in that it offers strategic implications on appropriate marketing strategies depending on the characteristics of consumers while explaining how individual product images can also influence country image by providing an analysis of the relationship between country image and a product’s functional and symbolic value in shaping purchasing attitudes through the moderating effect of brand origin.

수입농산물 과일의 원산지국가이미지, 브랜드이미지 및 지각된 품질 간의 관계연구: 자기해석의 조절효과

권기대,김신애(Kim, Shine) 한국농식품정책학회 2017 한국농식품정책학회 학술대회 논문집 Vol.2017 No.2

오늘날 소비자들은 국가 간의 FTA 체결로 여러 유통경로를 통해 열대과일들을 언제든지 볼 수 있으며, 수입된 열대과일들을 구입할 때, 농산물 평가에 중심단서로서 영향을 주는 원산지국가이미지, 브랜드이미지와 지각된 품질에 대한 관심이 고조(高潮)되고 있다. 본 연구는 2016년 제 63회 백제문화재가 개최되는 기간 동안 굿뜨래 경영사업소를 방문한 172명의 최종 소비자를 대상으로 특정한 수입농산물 과일의 원산지국가이미지, 브랜드이미지 그리고 지각된 품질 간에 영향관계를 조사하였다. 분석 결과는 첫째, 경제사회지향 원산지국가이미지를 제외한 문화예술지향 원산지국가이미지는 현대적 및 매력지향 브랜드이미지에 유효하게 나타났으며, 또한, 경제사회지향 원산지 지향국가이미지는 친환경 건강지향 브랜드이미지에 기각된 반면에 문화예술지향 원산지국가이미지는 친환경건강의 브랜드이미지에 통계적으로 정(+)의 영향을 미쳤다. 둘째, 경제사회 및 문화예술지향 원산지국가이미지는 전통 및 소박지향의 브랜드이미지에 모두 정(+)의 영향을 미치는 것으로 나타났다. 셋째, 농산물 브랜드이미지(현대적 및 매력지향, 친환경건강지향, 전통 및 소박지향)는 지각된 품질에 정(+)의 영향을 미쳤다. 넷째, 자기해석은 전통 및 소박지향 브랜드이미지를 제외한 농산물브랜드이미지(현대적 및 매력지향, 친환경건강지향)와 지각된 품질 간에 조절효과의 역할이 나타났다. 결론에는 농산물의 원산지국가이미지, 브랜드이미지, 그리고 지각된 품질 간의 영향관계와 자기해석의 조절효과에 대한 요약, 시사점, 그리고 연구의 한계와 미래연구의 건설적 제언을 언급했다. The purpose this study is to analyzed the relationship study among country of origin, brand image and perceived quality in import agricultural product which is focused on the effect of self construal perspectives. The subject of this study is country of origin images themes with respect to brand images of agricultural products based buying decision making theory. Sample size of analysis were 172 questionnaires. Analysis methods made the good use of SPSS Ver. 21.0. Analysis results verified that, first, except of advanced social-economic image of origin, culture art images of country of origin had positive effects on modern & attract driven brand images. eco-environment & healthy driven brand images. and Second, hypothesis showed that advanced social-economic image of country of origin & culture art images of country of origin had positive effects on traditional & naive driven brand images. Third, brand of multidimensional images(modern & attract, eco-environment & healthy) supported perceived quality. and self construal had moderated effect between brand images and perceived quality. Summary and strategy implication on franchisee will be mention in conclusion.

원산지이미지, 브랜드이미지 및 구매의도 간의 구조적 관계

박성규(Sung-Kyu Park) 한국산업경제학회 2015 산업경제연구 Vol.28 No.4

본 연구의 목적은 패션잡화 중 핸드백과 화장품 등 사치재 구매자를 표본으로 하여 사치품의 원산지 이미지, 브랜드 이미지 및 구매의도 간의 상호 관련성과 브랜드이미지가 구매의도에 미치는 영향에 있어 원산지 이미지가 조절효과를 가지는지를 연구하고자 하는 것이다. 자료 수집은 최근 3개월 이내에 사치재 구매자를 모집단으로 하여 직접대면을 통해 설문지 567부를 최종 분석에 이용하였고, 표본추출방법은 편의표본 추출방법을 이용하였다. 그리고 척도정제를 위해 확인적 요인분석을 실시하였으며, 가설검증은 AMOS 프로그램을 이용하였다. AMOS모델에 의한 본 연구의 결과, 사치재에 대한 원산지 이미지는 브랜드 이미지와 구매의도에 정의 영향을, 브랜드 이미지는 구매의도에 정의 영향을, 그리고 브랜드 이미지와 구매의도 간에 원산지 이미지는 조절효과를 가지는 것으로 나타났다. 마지막으로 본 연구는 이런 조사결과를 바탕으로 이론적 및 실무적 시사점을, 그리고 한계점에 따른 미래 연구방향을 제시하고 있다. The purpose of this study is to empirically investigate the interrelationship among country of origin image, brand image and purchase intention and examine the moderating effect of country of origin image between brand image and purchase intention based on the customers of luxury goods including handbags and cosmetics. To test the proposed research model, a survey methodology was used. Data were collected to test the model from buyers who experienced purchasing luxury goods brands as respondents, a total of 567 questionnaires were used. This study was conducted EFA and CFA to test the validity of the measurement model, and empirical analyses were performed using AMOS. The results indicate that the country of origin image to luxury goods brands has positive effect on brand image and purchase intention, brand image has positive effect on purchase intention, and the country of origin image has moderating effect in relationship between brand image-purchase intention. Finally, this study suggests the implications of these findings, both theoretically and practically, and also offers directions for future research.