한,중 소비자의 글로벌브랜드의 선호도와 구매의도에 관한 비교연구 -부산과 상해 지역의 대학생을 중심으로- = Comparison on Global Brand Preference and Purchase Intension between Korean and Chinese Consumer -Focus on University Students in Busan and Shanghai Area-

다국어 초록 (Multilingual Abstract)

The purpose of this study is to compare the Korean consumers` global brand preference and purchase intension with Chinese consumers. Based on the literature review, we created structural correlation between consumer ethnocentrism, perceived quality, brand of origin image global brand preference and purchase intension. The survey polled 500 university students in Busan, Korea and Shanghai, China. SPSS ver.15.0과 AMOS ver.7.0 statistical package were used to analysis the questionnaire data. In order to examine the structural correlation between variables we operated structural equation modeling. The results of the study were as follows: in Korean case, perceived quality and brand of origin image had positive effect on global brand preference, but consumer ethnocentrism had no effect on global brand preference. And global brand preference had no effect on purchase intension, either. in Chinese case, perceived quality, brand of origin image had positive effect on global brand preference, but consumer ethnocentrism had no effect on global brand preference. while global brand preference had positive effect on purchase intension.