한중 소비자들의 자국중심주의와 일본에 대한 국가이미지가 일본제품 구매의도에 미치는 영향에 관한 비교연구

A Comparative Study on the Effect of Purchase Intention of Japanese Product by Korean and Chinese Consumers Ethnocentrism and Country Image against Japan

This research is to find out how Korean and Chinese consumers animosity (historical, economic) effects on purchase intention of Japanese product and to confirm the mediating role of overall country image and consumer ethnocentrism. The hypotheses were established based on theoretical argument and precedence research review, and synthesizing the hypothesis, designing the general research model, using structural equating model, was analyzed. This study s results are as follows. First, animosity respectively caused a positive and negative effect on ethnocentrism and country image. But Korean consumer s economic animosity against Japan hasn t significantly effect on country image. Second, animosity turn out to be negatively influential on p따chase intention of Japanese product. But Chinese consumer s economic animosity against Japan hasn t significantly effect on purchase intention of Japanese product. Finally, consumer ethnocentrism caused a negative effect on purchase intention and country image of Japan caused a positive effect on purchase intention of Japanese product. This study also provides several strategic suggestions based on the analyzing results concerning Japanese companies entering into Korean and Chinese markets.