국가 이미지가 한국 소비자의 외국산 제품 구매의도에 미치는영향: 미국과 중국의 비교연구를 중심으로

A Study on the Effect of Country Image on Korean Consumers’ Intention to Purchase Foreign Products: A Comparative Study of the United States and China

Purpose - This study analyzes the impact of the country image on Korean consumers’ intention to purchase foreign products with the U.S. and China, and aims to use the analysis results to satisfy the needs of foreign consumers and increase their utility at the national or corporate level. Design/Methodology/Approach - National images were studied in subdimensions of political and legal, socio cultural, technical, relational images, and regression analysis was performed based on a total of 125 survey data. Findings - Analysis shows that in both China and the United States, political, legal and social and cultural images have no significant impact on purchase intent, while technical and relational images have a positive (+) effect on purchase intention to foreign product. Research Implications - Based on the analysis results, in order to increase a lot of overseas demand for Korean electronic products, it is important to conduct active research and development and to conduct marketing that emphasizes technology, and to build favorable relationship at the national or corporate level.