국가-제품 이미지 적합성이 구매의도에 미치는 영향

The Impact of Country-Product Image Fit on the Purchase Intention -Focusing on the Moderating Effect of Animosity-

The main purpose of this study is to investigate the effect of the Chinese consumers' Innovativeness CPIF and Design CPIF on the purchase intention of the Korean product. Further, I studied the impact of the Chinese consumers' animosity to Korea on the purchase intention of the Korean product. The empirical model also incorporated the level of animosity as a moderating variable. The results show that both innovativeness CPIF and design CPIF affected consumers' purchase intention. And as expected animosity also affected consumers' purchase intention. It means that Chinese consumers' cognitive fit between the image of Korea and the image of Korean product has substantial positive impact on consumers' attitude, while Chinese consumers' animosity to Korea has negative effect on the purchase intention of Korean product. However, the moderating roles of the level of animosity was not proved to be present.