연령집단별 비교분석을 통한 중국 소비자들의 한국제품 선택에 관한 연구 = A comparative study of different age group on the Chinese consumers` selection of Korean products

다국어 초록 (Multilingual Abstract)

Recently, by increasing the importance of China as consumer market, the need for a systematic and scientific study of Chinese consumers has been raised. This study researches how country image and product attributes as well as brand personality influence Chinese consumers’ selection of Korean product through a comparative study of different age group and the strategic implications of this study are as follows. This study used the data which were collected through Chinese consumers survey on cell phone products. The sample of this study is adults consumer who are above 20 years old and reside at Beijing, Shanghai and Guangzhou. The main findings were presented empirical results are as follows: First, Country image and brand personality have more influence on consumers of the 20s than three other age group consumers on selection of Korean cell phones. Second, All age group Chinese consumers have more influences by product attributes than other two factors. Third, Price factor less influence the consumers of the 40s than three other age group consumers. This study has presented the main implications of the preferred marketing strategies for Chinese enterprises of Korea on the basis of these research results.

참고문헌 (Reference)

1 한충민, "한국의 대외 이미지 현황과 경제적 파급효과" 15 (15): 251-274, 1994

2 최윤정, "패션제품에 대한 국가이미지의 동태적 효과 모델" 서울대학교 대학원 2011

3 이운영, "중국에서의 한류가 한국의 국가이미지와 제품구매의사에미친 영향" 한국국제경영관리학회 10 (10): 107-136, 2006

4 이춘수, "중국소비자태도에 영향을 미치는 제이미지와 신뢰 경쟁력에 관한 실증연구" 한국국제경영관리학회 11 (11): 29-49, 2007

5 김훈, "중국소비자의 애국심과 국가이미지가 제품평가와 구매의도에 미치는 영향: 권역별 비교" 한국상업교육학회 27 (27): 145-168, 2013

6 김용준, "중국 주요지역별 소비자의 국가이미지와 지역이미지가 제품평가에 미치는 영향에 관한 실증연구" 한국국제경영학회 18 (18): 41-64, 2007

7 김용준, "중국 소비자의 원산국 효과와 원산지역 효과에 관한 실증연구" 현대중국연구 49-75, 2006

8 이규완, "중국 북경소비자의 한국, 중국, 일본의 국가이미지 및 상품이미지에 관한연구" 26 (26): 33-65, 2007

9 안종석, "중국 내수시장에서 국가이미지가 소비자의 구매행동에 미치는 영향 : C-TV 제품을 중심으로" 한국국제경영학회 13 (13): 207-235, 2002

10 임재문, "제품 편익과 소비자-브랜드 관계 및 브랜드 애착, 구전 간의 구조적 관계에 관한 연구" 대한경영정보학회 29 (29): 117-144, 2010

11 한충민, "외국 브랜드에 대한 미국 소비자의 태도와 구매의도에 관한 실증적 연구 : 자동차브랜드를 중심으로" 13 (13): 27-42, 1998

12 채서일, "사회조사방법론" 비앤엠북스 2007

13 김유경, "브랜드개성의 유형과 영향요인에 관한 연구 : 제품 특성과 소비자 요인을 중심으로" 49 : 29-53, 2000

14 김정구, "브랜드개성을 통한 광고전략 연구" 9 (9): 37-52, 1998

15 박성연, "브랜드 개성과 자아이미지 일치성이 소비자 만족, 소비자-브랜드 관계 및 브랜드 충성도에 미치는 영향 : 한국 소비자들의 브랜드 개성과 소비자-브랜드 관계 유형 인식을 중심으로" 한국광고학회 17 (17): 7-24, 2006

16 한충민, "미국 소비자의 외국산 제품 구매결정모형에 관한 연구 : 외국산 자동차를 중심으로" 3 (3): 135-170, 1992

17 이종호, "마케팅 액츄얼리" 청람 2013

18 송창석, "대학의 브랜드 퍼스낼리티 측정에 관한 연구" 한국상품학회 25 (25): 25-33, 2007

19 안종석, "다차원적 속성의 국가이미지가 제품평가 및 브랜드태도에 미치는 영향: 중국소비자를 중심으로" 한국국제경영학회 16 (16): 63-90, 2005

20 이호택, "다차원적 국가이미지가 브랜드이미지 및 브랜드태도에 미치는 영향: 중국소비자의 자민족중심성향과 지각된 브랜드글로벌성의 조절효과를 중심으로" 한국무역연구원 10 (10): 495-516, 2014

21 김용상, "국가이미지에 대한 이론적 고찰" 13 (13): 215-252, 1999

22 黄胜兵, "品牌个性维度的本土化研究" 中山大学博士学位论文 2002

23 이석규, "e-브랜드개성 요인에 관한 연구" 한국광고학회 18 (18): 87-109, 2007

24 Aaker, J. L, "When good brands do bad" 31 : 1-16, 2004

25 Nebenzahl, Israel D, "Toward a theory of country image effect on product evaluation" 37 (37): 27-49, 1997

26 Lin L-Y, "The relationship of consumer personality trait, brand personality and brand loyalty: An empirical study of toys and video games buyers" 9 (9): 4-17, 2010

27 Laroche, M, "The influence of country image structure on consumer evaluations of foreign product" 22 (22): 96-115, 2005

28 Kim, D, "The effects of customers’perceptions of brand personality in casual theme restaurants" 30 (30): 448-458, 2011

29 Swanson, L. A, "The Twelve Nations of China" 2 (2): 83-105, 1989

30 Rao, A. R, "The Moderating Effect of Prior Knowledge on Cue Utilization in Product Evaluations" 15 : 253-264, 1988

31 Insch, G. S, "The Impact of Country-of-Origin Cues on Consumer Perceptions of Product Quality: A Binational Test of the Decomposed Country-of-Origin Construct" 57 : 256-265, 2004

32 Rao, A. R, "The Effect of Prior Knowledge on Price Acceptability and the Type of Information Examined" 19 : 256-270, 1992

33 Mittal, V, "The Asymmetric Impact of Negative and Positive Attribute-level Performance on Overall Satisfaction and Re-purchase Intention" 62 : 33-47, 1998

34 Schooler, Robert D, "Strategy development for manufactured products of third world countries to develop countries" (Fall/Winter) : 53-68, 1987

35 Papadopoulos, N, "Strategic Implications of Product and Country images: A modeling approach" Proceedings of the European Society for Opinion and Marketing Research 1988

36 Sirgy, J, "Self-concept in consumer behavior: A critical review" 9 : 287-300, 1982

37 Malhotra, Naresh K, "Self Concept and Product Choice: An Integrated Perspective" 9 : 1-28, 1988

38 Tse, "Removing negative country images: Effects of decomposition, branding, and product experience" 1 (1): 25-48, 1993

39 Thorelli, Hans B, "Relative importance of country-of-origin in the era of global brands" 1 (1): 57-76, 1989

40 Nually J. C, "Psychometric Theory" McGraw-Hill 1978

41 Papadopoulos, N, "Product-Country Image: Impact and Role in International Marketing" International Business Press 1993

42 Schooler, Robert D, "Product bias in the Central American Common Market" 394-397, 1965

43 Jacoby, J, "Price, Brand Name, and Product Composition as Determinants of Perceived Quality" 55 (55): 570-579, 1971

44 Chao, Paul, "Partitioning country of origin effects: Consumer evaluation of hybrid product" 24 (24): 291-306, 1993

45 Peabody, D, "National Characteristics" Cambridge University Press 1988

46 Martin, I. M, "Measuring a Multi-Dimensional Construct: Country Image" 28 : 191-210, 1993

47 Levitt, T, "Marketing Sucess Through Differentiation-of Anything" 58 (58): 83-91, 1980

48 Swanson, L. A, "Market Segmentation in the Peoples’s Republic of China" 2 (2): 99-116, 1998

49 Aaker, D, "Managing Brand Equity: Capitalizing on the value of a brand name" The Free Press 1991

50 Kelman, H, "International Behavior" Holt Rirehart 1965

51 Chasin, J. B, "Industrial Buyer Attitudes toward Goods Made in Eastern Europe" 14 (14): 74-81, 1979

52 Mengxia, Z, "Impact of brand personality on PALI: A comparative research between two different brands" 3 (3): 36-46, 2007

53 Erickson, G. M, "Image Variables in Multi-attribute Product Evaluations" 11 : 694-699, 1984

54 Plummer, Joseph T, "How Personality Makes a Difference" 24 (24): 27-31, 1985

55 Li, Zhan G, "Global sourcing, multiple country-of-origin facets, and consumer reactions" 47 : 121-123, 2000

56 Okazaki, S, "Excitement or Sophistication? A Preliminary Exploration of Online Brand Personality" 23 (23): 279-303, 2006

57 Ettenson Richard, "Evaluating the effect of country of origin and the ‘made in the U.S.A’campaign: A conjoint approach" 64 (64): 85-100, 1988

58 Cui Geng, "Emerging Market Segments in a Transitional Economy: A Study of Urban Consumer in China" 9 (9): 84-106, 2000

59 Hong, S, "Effects of Country of Origin and Product Attribute Information on Product Evaluation: An Information Processing Perspective" 16 (16): 175-185, 1989

60 Laroche, M, "Effect of Subcultural Differences on Country and Product Evaluations" 2 (2): 232-247, 2003

61 Alba, J. W, "Dimensions of Consumer Expertise" 13 : 411-454, 1987

62 Aaker, J. L, "Dimensions of Brand Personality" 34 : 347-356, 1997

63 Samiee, Saeed, "Customer evaluation of products in a global market" 25 (25): 582-583, 1994

64 Ozsomer, Aysegul, "Country-of-origin effects on product evaluations: A sequel to Bilkey and Nes review" 266-277, 1991

65 Bilkey, Warren J, "Country-of-Origin Effects on Product Evaluations" 8 (8): 89-99, 1982

66 Han, C. M, "Country-of-Origin Effects for Uni-National and Bi-National Products" 16 (16): 235-256, 1988

67 Maheswaran, D, "Country of Origin as a Stereotype: Effects of Consumer Expertise and Attribute Strength on Product Evaluation" 21 : 354-365, 1994

68 Al-Sulaiti, Khalid, I, "Country of Origin Effects: A Literature Review" 16 (16): 150-199, 1998

69 Han, C. M, "Country Image: Halo or Summary Constructs" 26 : 222-229, 1989

70 Wang, C. L, "Country Image, Product Image and Consumer Purchase Intention: Evidence from an Emerging Economy" 21 : 1041-1051, 2012

71 Zeithaml, V. A, "Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence" 52 : 2-22, 1988

72 Ogilvy, D, "Confessions of an advertising man" Atheneum 1996

73 Knight., Gray A, "Central and peripheral processing on brand and product attitudes and intentions: The impact of country-of-origin" (Winter) : 376-377, 1995

74 Aaker, D, "Building Strong Brands" Free Press 1996

75 Supphellen, M, "Building Foreign Brand Personalities in Russia: The Moderating Effect of Consumer Ethnocentrism" 22 (22): 203-226, 2003

76 Aaker, J. L, "Brands Face The Future" Research International 13-21, 1999

77 Sung, Y, "Brand personality structures in the United States and Korea: Common and culture-specific factor" 15 (15): 334-350, 2005

78 Aaker, J. L, "Brand Personality: Conceptualization, Measurement and Underlying Psychological Mechanisms" Stanford University 1995

79 MaCracken, G, "Brand Equity and Advertising: Advertising’s role in Building Strong Brands" Lawrence Erlbraum Associate Publishers 143-161, 1993

80 Fishbein, Martin, "Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research Reading" Addison-Wesley 1975

81 Johansson, J. K, "Assessing the Impact of Country of Origin on Product Evaluations: A New Methodological Perspective" 22 : 388-396, 1985

82 Hayes, James Bryan, "Antecedents and consequences of brand personality" Mississippi State University 1990

83 Freling, T. H, "An examination of brand personality through methodological triangulation" 13 (13): 148-162, 2005

84 Ferrandi, J. M, "Aaker’s Brand Personality Scale in a French Context: A Replication and a Preliminary Test of Its Validity" 7-13, 2000

85 Knight, G. A, "A Flexible Model of Consumer Country of origin Perceptions: A cross-cultural investigation" 17 (17): 376-377, 2000

86 Nagashima, A, "A Comparison of Japanese and US Attitudes Towards Foreign Product" 34 : 68-74, 1970

87 Nagashima, A, "A Comparative ‘Made In’ Product Image Survey Among Japanese Businessmen" 41 : 95-100, 1977