지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
초록· 키워드
오류제보하기
This research is to find out how consumer animosity effects purchase intention of foreign product and to confirm the mediating role of overall country image, ethnocentrism, and product judgment, We use Japan as a sample country for this research. In general, Korean consumers are considered to have some historical animosity against Japan. And Korean consumers also have some economical animosity against Japan because Japan and Korea have been competed each other over many products.
The results of this study show that historical animosity of Korean consumers has no significant impact on purchase of Japanese products, but economic animosity does have negative effect on purchase of Japanese products. Meanwhile, There are no significant effects of historical animosity on consumers’ ethnocentrism, but economic animosity dose have significant effects on consumers’ ethnocentrism. The mediating effect of overall country image is found only in relationship between historical animosity and purchase intention of Japanese products. We also find that the role of consumers’ ethnocentrism as mediating variable is significant only in the relationship between economic animosity and Japanese products judgment. The mediating effect of Japanese products judgment is significant in the relationship between consumers’ ethnocentrism and purchase intention of Japanese products. Also, Japanese products judgment is found to have major impact both on overall country image and on purchase intention of Japanese products.
We firmly believe that this research will contribute to expand the related theory to understand global consumer behavior, and it will also be helpful for global companies to establish their global marketing strategy and corporate growth strategy.
The results of this study show that historical animosity of Korean consumers has no significant impact on purchase of Japanese products, but economic animosity does have negative effect on purchase of Japanese products. Meanwhile, There are no significant effects of historical animosity on consumers’ ethnocentrism, but economic animosity dose have significant effects on consumers’ ethnocentrism. The mediating effect of overall country image is found only in relationship between historical animosity and purchase intention of Japanese products. We also find that the role of consumers’ ethnocentrism as mediating variable is significant only in the relationship between economic animosity and Japanese products judgment. The mediating effect of Japanese products judgment is significant in the relationship between consumers’ ethnocentrism and purchase intention of Japanese products. Also, Japanese products judgment is found to have major impact both on overall country image and on purchase intention of Japanese products.
We firmly believe that this research will contribute to expand the related theory to understand global consumer behavior, and it will also be helpful for global companies to establish their global marketing strategy and corporate growth strategy.
목차
Ⅰ. 서론
Ⅱ. 이론적 배경과 가설의 설정
Ⅲ. 실증분석 및 논의
Ⅳ. 결론
참고문헌
〈Abstract〉
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UCI(KEPA) : I410-ECN-0101-2014-325-000562428