국가이미지와 제품구매의도 실증분석

An Empirical on the Korean Image and Product Purchase Intention: Focus on the American Customers

The image of Korean products in the US market and attitudes toward Korean companies and brands have very high purchasing value, but there are many doubts about the image of Korea. However, previous studies have shown that national image, product image, and brand attitude have a positive effect on consumers purchase intention. The purpose of this study is to analyze the effect of Korean image and Korean brand image on purchasing Korean products in North Texas area. As a result of this study, the effect of the national image on Korean corporate image was not significant, and the effect of the national image on Korean brand image was not significant. However, the effect of the corporate image, purchase intention, brand image, and purchase intention is significant. In this study, US consumers do not perceive the correlation between Korean national image, Korean corporate image and brand image, and it is analyzed that Korean products are purchased mostly because of corporate image and brand image.