구매자 기업 이미지평가와 기업 전략 수립에 미치는 영향

Influence of Automobile Fuel Consumption Competitiveness on the Consumer’s Corporate Image Evaluation and the Establishment of Corporate Strategies

Purpose: The present study was conducted to demonstrate the influences of automobile purchasing patterns of consumers on corporation’s establishment of strategies, in accordance with the recent radical changes in the automotive industry. When considering this point in time when the market is changing from the motor vehicle-oriented market to the eco-friendly vehicle market, this study determined that the distance range of vehicles is a very important factor in determining the purpose of a vehicle. Hence, the hypotheses, that fuel consumption not only influences the consumer’s perception of the corporation but also affects the direction for corporations establishing strategies, were drawn. Research design, data, and methodology: To carry out this study, a questionnaire based on the Judgment Sampling Method for executives and employees engaged in the automobile industry in the Chungcheong nam-do region from July 3, 2020 to August 5, 2020. The survey was conducted in a manner A total of 220 copies were initially distributed and 218 copies were recovered, resulting in a recovery rate of 99.09%. In addition, while collecting the collected questionnaire, 4 copies of the questionnaire that appear to be systematic or random error based on the researcher’s judgment were removed, and then limited to 214 copies to be used as empirical data for this study. I did. Afterwards, through the data coding process, the research-designed structural equation model was demonstrated using the SPSS18 program and the AMOS 21 analysis program. Results: Automobile fuel efficiency have was partially adopted in the company evaluation of the relationship. also it was confirmed that the company evaluation had a statistically significant result in establishing corporate strategy. Implications: As a result of the study, the hypothesis on the relationship between fuel consumption competitiveness and consumer’s perception of corporations was partially selected. Moreover, the hypothesis on the relationship between consumer’s perception of corporations and establishment of corporate strategies were all selected to demonstrate the influencing relationship between fuel consumption competitiveness of automobiles on selection factors for purchases and strategic directions of corporations. Furthermore, this study aimed to provide practical implications and significant information based on such results.