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논문 기본 정보

자료유형
학술저널
저자정보
저널정보
한국유통과학회 유통과학연구 유통과학연구 제15권 제3호
발행연도
2017.1
수록면
49 - 60 (12page)

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Purpose – The aims of this study are follows. We investigated to find out how country image and brand image affect the consumer perceived value, consumer attitude, and purchase intention of foreign infant foods in China. Especially, we focused on investigate for the moderating role of consumer knowledge between national image, brand image and consumer perceived value of foreign infant foods in China. Research design, data, and methodology – This study analyzed the effect of national image and brand image on purchase intention through consumer perceived value and consumer attitude. This study collected data for empirical analysis of Chinese consumers who have been purchase experience infant foods in China. 256 copies of questionnaire data were used for substantial analysis. Before testing the hypothesis, factor analysis was conducted to test the construct validity of measurement items. Hypotheses about effects between variables were verified using structural equation modeling analysis and hierarchical regression analysis. Results – First, the country image had a positive effect on consumer perceived value of foreign infant foods. Second, the brand image had a positive effect on consumer perceived value of foreign infant foods. Third, the consumer perceived value had a positive effect on consumer attitude. Fourth, the consumer attitude had a positive effect on purchase intention. Fifth, the consumer knowledge was moderating roles between brand image and consumer perceived value of foreign infant foods. However, the consumer knowledge did not effect of moderating between country image and perceived value of consumers. Conclusions – First, the impact of country image and brand image on consumer perceived value of foreign infant foods in China can be seen as a universal psychology of consumers who trust pure foreign products such as high quality, technology, etc. Second, consumer perceived value of foreign infant foods has a positive effect on consumer attitude, and this attitude is leading to purchase intention. Third, the consumer knowledge between brand image and perceived value acts as a moderating variable. It means that the consumer’s knowledge can shape the perception of the brand image more strongly.
#Country Image #Brand Image #Perceived Value #Consumer Attitude #Purchase Intention #Consumer Knowledge

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참고문헌 (29)

참고문헌 신청
Aaker, D. A. / 1991 / Capitalizing on the Value of a Brand Name / Free Press google schola Alba, J. W. / 1987 / Dimensions of Consumer Expertise / Journal of Consumer Research 13 : 411 ~ 454 google schola Bilkey, W. J. / 1982 / Country-of-origin effects on product evaluations / Journal of international business studies 13 (1) : 89 ~ 100 google schola Bolton, R. N. / 1991 / A multistage model of customers' assessments of service quality and value / Journal of consumer research 17 (4) : 375 ~ 384 google schola Brucks, M. / 1985 / The Effects of Product Class Knowledge on Information Search Behavior / Journal of Consumer Research 12 (1) : 1 ~ 16 google schola

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