소비자적개심이 일본산제품구매의도에 미치는 영향

다국어 초록 (Multilingual Abstract)

This research is to find out how consumer animosity effects purchase intention of foreign products and to confirm the mediating role of overall country image, ethnocentrism, and product judgment. We use Japan as a sample country for this research. In general, Korean consumers are considered to have some historical animosity against Japan. And Korean consumers also have some economical animosity against Japan because Japan and Korea have been competed each other over many products. Data were collected by the Internet survey, the research model is tested by utilizing the structural equation model and the Sobel test.
The results of this study show that historical animosity of Korean consumers has no statistically significant impact on purchase of Japanese products, but economic animosity does have negative effect on purchase of Japanese products. Meanwhile, there are no significant effects of historical animosity on consumers’ ethnocentrism, but economic animosity does have significant effects on consumers’ ethnocentrism. The mediating effect of overall country image is found only in relationship between historical animosity and purchase intention of Japanese products. We also find that the role of consumers’ ethnocentrism as mediating variable is significant only in the relationship between economic animosity and Japanese products judgment. The mediating effect of Japanese products judgment is significant in the relationship between consumers’ ethnocentrism and purchase intention of Japanese products. Also, Japanese products judgment is found to have major impact both on overall country image and on purchase intention of Japanese products.
We firmly believe that this research will contribute to expand the related theory to understand global consumer behavior, and it will also be helpful for global companies to establish their global marketing strategy and corporate growth strategy. have a consumer preference similar to that of the upper-middle class in health-oriented food.