브랜드 및 제조국에 따른 중국 소비자의 제품품질 지각 차이와 구매행동에 관한 연구: 스포츠웨어 제품의 경우 = The Product Quality Perception and the Purchasing Behavior of Chinese Consumers in the Sportswear Industry

다국어 초록 (Multilingual Abstract)

This study is to investigate the country image and its impact on Chinese consumer behavior in the sportswear product. More specifically, this study aims to show the perceived quality differential of 7product types in terms of the country-of-origin of production and brand, the impact of them on perceived quality differential, and the estimated consumer purchasing behavior model of Chinese consumers. This study used the data which was collected through Chinese consumers survey. The samples of this study are Chinese consumers who are above 18 years old and residents at Shanghai. 330 Chinese consumers answered the questionnaire. The result of this study shows that Chinese consumers perceived the quality differently among 7 product types which were classified by the country-of-origin of production and brand. And each of the country-of-origin of production and brand influences on the perceived product quality. The country-of-origin of production in Rapido shows the lowest degree of the quality. The country-of-origin of production in Rapido shows the lowest degree of the quality perception in 7 product types. The estimation of the purchasing model of Chinese consumers shows that the subjective norm influences on the purchasing intention in all 7 product types. The influences of the functional and symbolic image of product on the brand attitude and the subjective norm were different, depending on whether it is uni-national product or bi-national.