부산대학교 도서관

An extensive body of research on the effects of country-of-origin has emerged in the international marketing and business literature streams. Nonetheless, extant studies do not demonstrate satisfactorily whether and how a foreign firm’s choice of market entry mode influences consumers’ purchase intentions of its product in country-related affect contexts. This study attempts to provide evidence of the effects of a foreign firm’s choice of market entry mode on consumers’ evaluation and attitude of its product in an animosity context and in a national image context.The author uses a survey and an experimental design in order to collect data. In the survey, the author collects data regarding consumer animosity, national image, product evaluation, and product attitude from 185 university students in order to test the hypotheses that consumer animosity and national image have effects on foreign product evaluation and attitude. In the experimental design, subjects are divided into four groups and exposed to several descriptions (automobiles) of hypothetical purchase situations in order to test the hypothesis that a market entry mode influences foreign product evaluation and attitude. A 2 (market entry modes) × 2 (country-of-origin) ANOVA on consumers’ purchase intentions of foreign products.The results of the survey research show that personal animosity has a negative effect on consumers’ evaluation of foreign products and that a country’s image regarding economics has positive effects on consumers’ attitude toward foreign products as well as consumers’ evaluation of foreign products. In addition, the results of the experimental study reveal that in a high country-related product association (Germany), market entry modes have insignificant effects on foreign product evaluation and attitude. However, in a low country-related product association (China), international partnership has more positive effects on foreign product evaluation and attitude than dose exporting.Country-related affects can lead to consumers’ evaluation of and attitudes toward foreign products. In an age of expanding globalization, these nonquality-based biases have significant performance implications for international marketers. Country- related affects are often bilateral and can become a country- specific weakness and marketing barrier for international marketers from a specific offensive country. Thus, the reduction of the negative impact of country-related affects becomes a critical task for international marketers from an offensive country. At the same time, international marketers can benefit from an appropriate entry mode, which can mitigate consumers’ hostile feelings of a specific country and enhance their purchase intentions of products originating from the country.