학술논문
국제분쟁에 따른 국가이미지와 적개심이 제품 만족도와 구매의도에 미치는 영향 / The effect of national image and hostility on product satisfaction and purchase intention following international disputes
Document Type
Dissertation/ Thesis
Author
Source
Subject
Language
Korean
Abstract
본 연구는 중국 소비자들 대상으로 국제분쟁을 발생 후 상대국의 국가이미지에 대한 어떻게 변했는지 그리고 자국중심주의와 적개심이 상대국 제품에 만족도와 구매의도에 미치는 영향을 중심으로 실증분석하고 있다. 주로 중국과 한국 양국 외교 관계, 경제관계와 문화교류관계에 대해서 분석하며 토론하고자 한다. 중국 소비자 100명을 대상으로 실증분석을 실시한 결과는 다음과 같다. 첫째, 국제분쟁을 발생하면 중국 소비자들은 상대국의 국가이미지에 대한 부정적인 변화를 보이는 것을 나타났다. 두 나라의 좋았던 관계를 깨뜨렸고 지금 급하게 악화되고 있다. 이러한 연구 결과는 선행연구들과 일치하게 중국 소비자들은 분쟁발생한 나라에 대한 비우호적인 감정을 갖게 되고 그 나라에 대한 이미지도 부정적으로 생각하고 있다. 둘째는 중국 소비자들의 적개심은 외국 제품의 구매의도에 영향을 미치지 않는다는 것으로 나타났다. 이러한 결과는 선행연구에서 진술하는 바와 달리 자국중심주의 성향을 갖진 중국 소비자의 경우 본국 제품의 품질을 가장 우수한다고 생각하고, 외국산 제품을 구매하는 것을 비도덕적이고 비애국적으로 생각하여 외국산 제품을 구매하는 것을 피하지 않고 품질만 좋으면 외국제품도 구매하게 된다. 셋째, 중국 소비자들은 제품만족도는 외국산 제품의 구매의도에 영향을 미치지 않다는 것으로 나타났다. 이러한 결과는 선행연구들과 결국 다르게 나타났다. 선행연구 결과를 따르면 중국 소비자들은 외국에 대한 적개심을 갖는 상황은 외국산 제품을 가격이나 품질과는 상관없이 외국산 제품에 대한 구매의도가 낮아진다는 것을 보여준다. 본 연구 후 사드분쟁 15개월 지났는데 양국 정부도 해빙하기 위해서 많은 노력과 양보를 했었기 때문에 13개월 만에 처음으로 증가세를 전환된 것으로 보인다. 본 연구는 사드분쟁 발생 후 13개월 때 설문조사를 했었기 때문에 중국 소비자들은 한국에 대한 적개심이 낮아지고 있기 때문에 선행연구들 결과랑 다르게 나왔다. 중국과의 '사드(THAAD·고고도미사일방어체계) 갈등' 해빙 모드에 경제지수 적자가 회복세를 나타내는 모습이다. 한국은행이 2018년 4일 발표한 '3월 국제수지(잠정)'에 따르면 3월 여행수지 적자는 13억1000만 달러로 지난해 같은 달(13억5000만 달러)보다 적자 폭이 줄었다. 지난해 9월(13억1000만 달러 적자) 이후 6개월 만에 최저치 타이 기록이다. 지난 1월 21억6000만 달러 적자를 내 사상 최악으로 부진했던 여행수지 적자는 2월 14억1000만 달러, 3월 13억1000만 달러로 조금씩 나아지고 있다. 결과는 중국 소비자들은 사드배치 후의 적개심과 자국중심주의가 한국산 제품의 구매의도에 부정적인 영향을 미쳤지만, 양국 정부가 함께 노력해 점점 나아지고 있다는 점을 보인다. 그러한 경향은 국가이미지에 의해 약화될 수 있음을 발견하였다는 점에서 글로벌 마케팅 분야에 의미 있는 실무적 이론적· 시사점을 제시할 수 있을 것으로 판단된다.
This study examines how Chinese consumers have changed their image of the other country after the international disputes, and the effect of the self - centeredness and hostility on the satisfaction and purchase intention of the other country 's products. We will analyze and discuss the relationship between China and Korea diplomatic relations, economic relations and cultural exchanges. The results of the empirical analysis of 100 Chinese consumers are as follows. First, when international disputes occur, Chinese consumers show negative changes in the image of their countries. It broke the good relationship between the two countries and is now rapidly deteriorating. The results of this study are consistent with the previous studies that Chinese consumers have unfavorable feelings about the disputed country and negative image of the country. Second, the resentment of Chinese consumers does not affect the purchase intention of foreign products. This result suggests that Chinese consumers who have a tendency toward nationalism tend to have the highest quality of home products and that purchasing foreign products is immoral and unethical to purchase foreign products If you do not avoid it, you will also buy foreign products. Third, Chinese consumers' product satisfaction did not affect the purchase intention of foreign products. These results eventually differed from previous studies. According to the results of previous research, Chinese consumers show that their hostility toward foreigners will lower the purchase intention of foreign products regardless of price or quality. This study has been mainly for the first time in 13 months since the Soviet dispute has been over 15 months and both governments have made much efforts and concessions to thaw them. This study is different from the results of the previous studies because the Chinese consumers have lowered the hostility toward Korea because they conduct surveys at 13 months after the Sad dispute. This study is different from the results of the previous studies because the Chinese consumers have lowered the hostility toward Korea because they conduct surveys at 13 months after the Sad. The economic index deficit is showing signs of recovery in the sea mode of conflict with the SAD (High-altitude Missile Defense System) with China. According to the Bank of Korea (BOI) announced on March 4, the balance of payments in March was $ 1.31 billion, which was smaller than the previous month ($ 1.35 billion). It is the lowest in six months since last September ($ 1.31 billion deficit). The travel deficit, which slipped to a record $ 2.16 billion in January, was a slight improvement to $ 1.14 billion in February and $ 1.13 billion in March. The results show that while Chinese consumers have had a negative impact on the intention to purchase Korean products after hostile hostility and nationalism, the two governments are working together to improve the situation. This finding suggests that such a tendency can be weakened by the image of the country, and thus it can provide meaningful practical theoretical and implications for the global marketing field.
This study examines how Chinese consumers have changed their image of the other country after the international disputes, and the effect of the self - centeredness and hostility on the satisfaction and purchase intention of the other country 's products. We will analyze and discuss the relationship between China and Korea diplomatic relations, economic relations and cultural exchanges. The results of the empirical analysis of 100 Chinese consumers are as follows. First, when international disputes occur, Chinese consumers show negative changes in the image of their countries. It broke the good relationship between the two countries and is now rapidly deteriorating. The results of this study are consistent with the previous studies that Chinese consumers have unfavorable feelings about the disputed country and negative image of the country. Second, the resentment of Chinese consumers does not affect the purchase intention of foreign products. This result suggests that Chinese consumers who have a tendency toward nationalism tend to have the highest quality of home products and that purchasing foreign products is immoral and unethical to purchase foreign products If you do not avoid it, you will also buy foreign products. Third, Chinese consumers' product satisfaction did not affect the purchase intention of foreign products. These results eventually differed from previous studies. According to the results of previous research, Chinese consumers show that their hostility toward foreigners will lower the purchase intention of foreign products regardless of price or quality. This study has been mainly for the first time in 13 months since the Soviet dispute has been over 15 months and both governments have made much efforts and concessions to thaw them. This study is different from the results of the previous studies because the Chinese consumers have lowered the hostility toward Korea because they conduct surveys at 13 months after the Sad dispute. This study is different from the results of the previous studies because the Chinese consumers have lowered the hostility toward Korea because they conduct surveys at 13 months after the Sad. The economic index deficit is showing signs of recovery in the sea mode of conflict with the SAD (High-altitude Missile Defense System) with China. According to the Bank of Korea (BOI) announced on March 4, the balance of payments in March was $ 1.31 billion, which was smaller than the previous month ($ 1.35 billion). It is the lowest in six months since last September ($ 1.31 billion deficit). The travel deficit, which slipped to a record $ 2.16 billion in January, was a slight improvement to $ 1.14 billion in February and $ 1.13 billion in March. The results show that while Chinese consumers have had a negative impact on the intention to purchase Korean products after hostile hostility and nationalism, the two governments are working together to improve the situation. This finding suggests that such a tendency can be weakened by the image of the country, and thus it can provide meaningful practical theoretical and implications for the global marketing field.