중국 소비자의 한국 프리미엄 브랜드 구매의도에 관한 연구

A Study on Chinese Consumers' Purchasing Intention of Korean Premium Brands

Due to recent economic recession and price hike, consumers' tendency toward excess consumption is decreased, and marketers' serious interests in brand image management is increasing. Economic success in China and Korean firms' successful entry into Chinese market make Chinese consumers show high interests in premium Korean brands. Our study is attempting to explore various factors affecting brand values, brand' attitude, and purchasing intention of Chinese Consumers of Korean Premium Brands. Intensive literature review led us to find a few related factors such as functional values, social values and personal values of Chinese consumers, when they consider purchasing Korean premium brands. Our study is testing and analysing some degree of influencing power of those factors. Our research findings will make a fine contribution for Korean marketers to craft their brand strategy in Chinese market by providing a useful framework and foundation to understand Chinese consumers' attitude of Korean premium brands.