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.
논문 기본 정보
- 자료유형
- 학위논문
- 저자정보
- 지도교수
- 오한모
- 발행연도
- 2014
- 저작권
- 전북대학교 논문은 저작권에 의해 보호받습니다.
이용수11
이 논문의 연구 히스토리 (2)
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초록· 키워드
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The current study aims to understand Korean consumers'' purchase behavior of foreign brands and to provide an insight for Chinese firms to explore Korean market potential. Most of the accepted consumer behavior models and marketing principles have been applied to the United States of America and few other countries. To this end, the study seeks to develop an integrated behavioral intention model incorporating the two modified Fishbein''s models―Lee''s modified Fishbein''s model and Ajzen''s theory of planned behavior and to empirically test the model.
Data from a total of 213 usable surveys were collected from Korean college students at a university located in Jeonju, the Republic of Korea. The results reveal that attitude toward a Chinese brand, subjective norm, perceived behavioral control, and social influence have impacts on Korean consumers'' intentions to purchase the brand.
Because these factors are significant factors influencing purchase intention, Chinese firms need to create a positive attitude toward Chinese brands and should target consumers having good enough resources.
This study is one of the first research attempts to integrate two behavioral intention models to study the purchase intention of Korean consumers toward foreign brands. However, the generalization of the findings is cautioned because the findings may vary by regions and by demographic backgrounds.
Data from a total of 213 usable surveys were collected from Korean college students at a university located in Jeonju, the Republic of Korea. The results reveal that attitude toward a Chinese brand, subjective norm, perceived behavioral control, and social influence have impacts on Korean consumers'' intentions to purchase the brand.
Because these factors are significant factors influencing purchase intention, Chinese firms need to create a positive attitude toward Chinese brands and should target consumers having good enough resources.
This study is one of the first research attempts to integrate two behavioral intention models to study the purchase intention of Korean consumers toward foreign brands. However, the generalization of the findings is cautioned because the findings may vary by regions and by demographic backgrounds.
목차
제1장 서론 1제1절 연구의 배경 및 목적 1제2절 연구의 방법과 범위 2제2장 이론적 프레임워크 4제1절 계획행동이론 4제2절 수정된 행동의도 모형 7제3절 연구모형의 구축 81. 모형 개발 82. 가설 설정 9제3장 연구방법 12제1절 자료 수집 121. 수집 및 설문지 구성 122. 변수 정의 13제2절 분석 방법 13제4장 실증분석과 결과 15제1절 측정 모형 15제2절 가설 검정 16제5장 결론 18참고문헌 20APPENDIX 24
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