국가-제품 이미지 적합성이 제품신뢰에 미치는 효과

The Effect of Country-Product Image Fit on Trust in Product - Focusing on Korean and Chinese Consumers -

This study examines the impact of Country-Product Image Fit on Trust in Product(TP) in Korea and China. This study classifies the Country-Product Image Fit into four sub-dimensions based on the manufacture and marketing view; Inovativeness CPIF, Design CPIF, Prestige CPIF, and Workmanship CPIF and the Trust in Product is divided into two sub-dimensions of Cognitive Trust in Product(CTP) and Affective Trust in Product(ATP). Based on the premise that consumers’ four sub-dimensions of CPIF are bound up with two sub-dimensions of TP, this study scrutinizes the effect of four sub-dimensions of CPIF on CTP and ATP. In addition, this study incorporated the level of Product Involvement(PI) as a moderating variable. Hypotheses are tested with a sample of 645 and 775 people for each in Korea and China. All of the hypotheses about the impact of CPIF on TP were supported in the Korea and China. And The moderating impact of PI on the impact of CPIF on TP have not been significant in both countries. Following a discussion of the results, research implications and directions for future research are offered.