메뉴 건너뛰기
.. 내서재 .. 알림
소속 기관/학교 인증
인증하면 논문, 학술자료 등을  무료로 열람할 수 있어요.
한국대학교, 누리자동차, 시립도서관 등 나의 기관을 확인해보세요
(국내 대학 90% 이상 구독 중)
로그인 회원가입 고객센터 ENG
주제분류

추천
검색

논문 기본 정보

자료유형
학술저널
저자정보
저널정보
한국전문경영인학회 전문경영인연구 전문경영인연구 제21권 제4호
발행연도
2018.1
수록면
175 - 196 (22page)

이용수

표지
📌
연구주제
📖
연구배경
🔬
연구방법
🏆
연구결과
AI에게 요청하기
추천
검색

초록· 키워드

오류제보하기
This research article investigates customers’ perceived quality and its impact on brand purchase intention in the cosmetic industry in both Saudi Arabia and South Korea. The study focuses on the mediating role of perceived quality and whether factors such as price, country of origin(COO), and brand familiarity have a direct influence on purchase intentions or if they influence the purchase intention through the perceived quality. the research model and hypothesis are based on the related literature. the data collected was analyzed using SPSS 20 and Amos 25. Structural equation modeling (SEM) was applied to test the research hypothesis and validity of the items. The results of study show that perceived quality has significant impact on purchase intention but familiarity seems to have a direct influence on consumers purchase intention. The multi group analysis has shown the difference between two countries. The study suggests that if Korean company plans on entering the Saudi market they will have to consider that image of country of origin has more influence on perceived quality, which means that Korean cosmetics brand will have to root a better image of Korean cosmetics in the mind of the Saudi consumers. The influencing power of each variables is different from country to country. We also need to be caution of the fact that our findings could not be generalized to all the consumers and countries.

목차

등록된 정보가 없습니다.

참고문헌 (49)

참고문헌 신청

함께 읽어보면 좋을 논문

논문 유사도에 따라 DBpia 가 추천하는 논문입니다. 함께 보면 좋을 연관 논문을 확인해보세요!

이 논문의 저자 정보

최근 본 자료

전체보기

댓글(0)

0