한국기업 이미지가 중국 소비자들의 한국제품 평가 및 행위적 반응에 미치는 영향: 우-북경지역과 삼성/농심제품을 중심으로- = The Effect of Korean Company Image on the Chinese Consumers` Evaluation of Korean products and Behavioral Responses -In terms of Beijing region and Samsung/Nongshim product-

다국어 초록 (Multilingual Abstract)

This study is to learn if and how company-consumer identification in regard of Chinese consumers influences the consumers` behavioral responses with their evaluation on Korean products. To be learned also is differential influences on company-consumer identification generated by two different factors of corporate image, which are corporate ability and corporate social responsibility, through Structural Equation Modeling. The results obtained by actual analysis are as follows. First, both corporate ability and corporate social responsibility turn out to be positively influential on company-consumer identification. Second, the company-consumer identification as to the Korean companies displayed by Chinese consumers induces positive influences on Korean products, which in turn induces positive influences on Chinese consumers` behavioral responses. These results suggest that in the future the Korean companies already settled in China not only need to enhance corporate ability but also have to give efforts on corporate social responsibility in order to improve their continuous and long-term relationship with Chinese consumers.