A study on the Purchasing Behaviors of Chinese Consumers to Korean Mobile Phones

This study has the purpose to examine which factors affect Chinese consumers purchasing on Korean mobile phones. This study intimates that the factors, influencing the Chinese consumers preference and purchase intention, contain country image, product attributes and brand personality. Operating the data collected in Peking, Shanghai, and Guangzhou, Product attributes and some factors of brand personality are found out as the significant variables, and country image is revealed to play an important role in the Chinese consumers behaviors to Korean mobile phones. This study shows that the representative brands with a characteristic and individual personality have to be developed with a country image.