서비스 産業에서의 原産地 效果에 關한 硏究 : 航空商品을 中心으로 = Country-of-Origin Effects on a Service Industry

다국어 초록 (Multilingual Abstract)

This paper investigates and models the country-of-origin effects on consumers' attitudes in selection of airline products, a major service industry.
Results of an empirical survey of 127 international students and 160 marketing major professors are presented. Four research propositions were tested relating to country-of-origin preferences to buy airline services. Data analysis used descriptive statistics for basic analysis and logistic regression model to find group differences in consumers' purchasing behavior.
The result shows that Korean, Taiwanese, Thai students prefer Japanese and Singaporean airline services most next to their own nationality airline services as long as the price is same while seven Asian countries; Chinese, Indonesian, Japanese, Korean, Singaporean Taiwanese, and Thai services are tested in a part of this research.
Professor group also prefer economically advanced countries' airline services, and the price of willingness to pay for each country's service shows the mean of $775.60 (std:117.70) for Swiss, $744.93 (std:82.65) for Japanese $619.51 (std:119.03) for Mexican, $538.13 (std:140.05) for Gambian airline services while the price of US service was set for $750.00.
We recognize that this study suffers from methodological limitations associated with exploratory research using convenience student samples. We also recognize that this study may suffer from a further limitation caused by possible acculturation of the Korean, Taiwanese. Thai respondents groups to American values, after living in the country. However, even if this is the case, it is not strong enough to mask some real differences in results that are attributable to nationality. Clearly, in the future, it is desirable to test the nationality variable in the context of a probability sample. Results can then be generalized with confidence to a wider population of consumers in both the US and International.

목차 (Table of Contents)

• Ⅰ.序論
• Ⅱ. 原産地 效果에 對한 理論的 考察
• Ⅲ. 問題 構成
• 1. 硏究 標本
• 2. 說問紙 構成
• 3. 硏究 假說
• 4. 硏究 變數
• Ⅳ. 原産地 效果分析
• Ⅴ. 假說 檢證 및 結論
• 1. 架設 檢證
• 2. 結論