중국 소비자의 글로벌브랜드 선호도와 제품품질지각이 구매의도에 미치는 영향 = An Empirical Study on The Chinese Consumers` Global Brand Preference and Purchase

다국어 초록 (Multilingual Abstract)

Since the 2008 BeiJing Olympics and China`s economic growth, the purchase of global brands products that have been steadily increasing. At the same time, the sportswear industry has been rising rapidly. There are several reasons in the development of the sportswear industry. Until now, a lot of researches being associated with brand preference, but three countries in three global brands of the subject are rarely. In this context, the study is in the college students who buy the sportswear, and the sportswear brands called Nike, Adidas, and Li Ning. The sportswear based on different purchase intentions were verified. The purpose of this study is that Chinese consumers` preferences of global brand also affect the purchase of investigation to analyze recent trends in the market have been concluded. Through this study confirm the main results as follow. On the basis of previous studies on the purchase of global brands productsas an independent variable has a direct impact on the global brand preference was not related. Product country image is a global brand is a significant influence on the preference depends on the country has emerged. Corporate image and influential global brand with high affinity have been revealed. In addition, as purchase of global brands products parameters for the purchase of a significant positive effect was found.

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