중국 소비자의 광고태도와 구전효과가 브랜드 태도 및 고객만족 형성에 미치는 영향에 관한 연구 = (A)study on the impacts of the advertising attitude: word-of mouth effects on the brand attitude and consumer satisfaction in case of the Chinese consumer : especially on the moderating effects of product knowledges

다국어 초록 (Multilingual Abstract)

The purpose of this study is to make it clear that what differences there exist in two consumer groups who are well-informed and not well-informed about their cellular phones with respect to the effects on brand attitude and customer satisfaction by Chinese consumers' attitude toward advertisement, word-of-mouth effect and the brand name effect for the cellular phone users in Chinese market, which has recently been the most important overseas market for Korea.
The study has been performed through the two approaches, literature researches and demonstration researches. Literature researches include various studies on consumers' attitude toward advertisement, word-of-mouth effect, products information, brand attitude, consumers satisfaction, and the main characteristics of Chinese consumers and their cellular phone market. In order to verify the research models of the study concerned, demonstration researches have been performed through the materials collected by questionnaires, and the summary of this study is as follows:
Firstly, this study shows that advertisement attitude did not have a meaningful influence on brand attitude in the groups who are well-informed about their products, but did have a meaningful influence in the groups who are not well-informed about them. Therefore, it came to a conclusion that the advertisement attitude had a different influence on brand attitude according to whether consumers concerned are well-informed or not well-informed about their products.
Secondly, it also shows that advertisement attitude had a positive influence on consumers' satisfaction in both groups who are well-informed and are not well-informed about their products, and this explains to us that advertisement attitude has an influence on consumers' satisfaction regardless of the consumers' level of products information. Furthermore, this result proves that many competing manufactures are pouring their products with various brands into the market for selling those products, and therefore, consumers are exposed to too much information about the products, and that even highly involved consumers would simply change their attitude toward them by some attractive items rather than look up detailed information about products.
Thirdly, word-of-mouth effect did not have a significant impact on consumers' satisfaction and brand attitude in two groups that are well-informed and are not well-informed about their products, and this result proves to be different from the previous results. Furthermore, it also shows that unlike services, tangible goods such as cellular phones tend to rarely depend on oral advertisement.
Finally, brand name effect did not have a positive influence on brand attitude in the groups who are well-informed about their products regardless of the consumers' level of products information. However, the brand name effect did not have a positive influence on consumers' satisfaction in the groups that are high in the level of products information, while it had a positive influence on their satisfaction in the groups that are not high in it.

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