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문화역량과 중국문화태도 및 중국산제품의 구매의향간의 관계
양뤼(HYang Rui),이형주(Lee, Hyong-Ju),윤성준(Yoon, Sung-Joon) 한국서비스경영학회 2015 한국서비스경영학회 학술대회 Vol.2015 No.5
The main objective of this research is to investigate the effects of cultural capacity of Korean consumers on attitude toward Chinese culture and Chinese national image on purchase intention for Chinese products. That is, the research aims to find out whether cultural halo effect exists. Another objective is to confirm whether media exposure to Chinese culture influences the relationship between cultural capacity and attitude toward Chinese culture. The results of research find that first, among the cultural capacity factors, artistic capacity ad imagination and playfulness were to affect Chinese cultural attitude. Second, cultural attitude positively influences purchase intention for Chinese products. Third, countrymen image influences cultural attitude and product purchase intention as well. Also, overall national image mediates the relationship between cultural attitude and product purchase intention. In conclusion part, theoretical as well as practical implications are provided.