가격인하와 품질저하의 생산원산지이동 효과가 소비자 구매의도에 미치는 영향 - 기술집약도 및 상표친숙도의 상호작용상황을 중심으로

The Effects of Production Country-of-Origin with Price Falling and Quality Deterioration on Consumers" Purchasing Intention - Focus on Interaction with Tech-Intensity and Brand Familarity -

&nbsp;&nbsp;In situation of moving production country-of-origin to foreign countries for price competitiveness regardless of quality deterioration, the purpose of study is to investigate how country-of-origin effect of this type influences on consumers&quot; purchasing intention according to tech-intensity and brand familarity of product. For this purpose, this study made experimental design with stimulus material matching conditional factors such as tech-intensity, brand familarity, and nation moving production country-of-origin.<BR>&nbsp;&nbsp;The results of empirical analysis as follows: First, in case of considering tech-intensity, production country-of-origin effect of this type influences negatively consumers&quot; purchasing intention of high-tech product and influences positively consumers&quot; purchasing intention of low-tech product. Second, in case of considering brand familarity, production country- of-origin effect of this type influences positively consumers&quot; purchasing intention of only low familarity brand. However consumers&quot; purchasing intention of low familarity brand and high-tech product is influenced negatively by interaction effect between brand familarity and tech-intensity.