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제조국, 브랜드이미지, 애국심이 이중국적제품의 평가에 미치는 영향

The Effects of Country of Origin Image, Brand Image and Consumer Patriotism on the Evaluation of Hybrid Product

김강식|박진표
한국질서경제학회 (Korea Ordo Economics Association)|2015.12|질서경제저널 (Ordo Economics Journal)|제18권 제4호|pp. 169-191|DOI http://dx.doi.org/10.20436/OEJ.18.4.169

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참고문헌

키워드

구매의도Purchase IntentionBrand Image애국심브랜드이미지제품평가Product Evaluation제조국이미지Country-of-Origin ImageConsumer Patriotism

초록

무역자유화의 영향으로 다양한 이중국적제품이 등장하면서 소비자들의 선택에 영향을 미치는 다양한 정보단서에 대한 중요성이 증가하고 있다. 본 연구에서는 소비자가 제품을 선택 할 때 이용하는 정보단서 중에서 외재적 단서인 제품 제조국이미지와 브랜드이미지, 그리고 소비자의 정서적인 변수인 소비자 애국심이 외국산 및 국내산 제품의 평가와 구매의도에 미치는 영향에 대하여 실증연구를 실행하였다. 연구결과, 제조국이미지와 브랜드이미지가 호의적일수록 제품평가와 구매의도에 긍정적인 영향을 미치는 것으로 나타났으며 애국심은 국내산 브랜드가 국내에서 생산되는 경우에만 제품평가와 구매의도에 긍정적인 영향을 미치는 것으로 나타났다. 그리고 동일한 브랜드의 제품이라도 제조국에 따라 서로 다르게 평가되고 구매의도에도 차이를 보이는 것으로 나타났다. 마지막으로 브랜드 친숙도는 제조국이 제품평가와 구매의도에 미치는 영향을 조절하는 변수로 작용할 수 있음이 밝혀졌다. 본 연구를 통하여 제조국이미지와 브랜드이미지는 이중국적 제품의 평가와 구매에 매우 중요한 역할을 하는 변수이며, 애국심과 같은 소비자의 정서적인 변수는 국내 브랜드가 국내에서 생산되었을 경우에만 유의한 것으로 밝혀져 마케팅 전략에 대한 시사점을 제공하고 있다. 1990년대 후반 경제위기를 극복하는 과정에서 우리나라 기업들이 전략적으로 활용하여 큰 성과를 거두었던 소비자의 정서적인 변수인 애국심을 활용하는 전략은 국내 브랜드에 한하여 보다 효과적으로 적용 될 수 있으며, 생산국가의 이전을 통한 제품의 생산단가 절감 및 가격경쟁력 확보전략은 기존에 구축되었던 브랜드의 명성에 부정적인 영향을 미칠 수 있으므로 신중하게 결정하여야 한다는 것이다. 아울러 연구의 한계점과 향후 다양한 연구의 방향을 제시하고 있다.

Abstract

This study is interested in the impact of product related variables (country-of-origin image and brand image) and of consumer psychographic variable (patriotism) on the evaluation and the purchase intention of foreign products. The empirical study was conducted with 221 young Korean consumers. The results of this research show that variables related to the product (country- of-origin image and brand image) modify the evaluation and the purchase intention of the foreign product. First, the country of origin image was found to have a positive effect on the evaluation of the product. Second, the brand image also had a positive and significant influence on the evaluation of the product. Third, consumer patriotism had a positive effect on domestic company products produced locally. It also had partial effects on products produced in specific countries. Fourth, products from the same brand showed differences in product evaluations and purchase intentions according to their country of origin. Products produced in developed countries received higher levels of positive evaluations and stronger purchase intentions. When Japanese products were produced in China and Korea, these products showed lower evaluation rating than when they were produced in Japan. On the other hand, when Korean brand products were produced in Japan, there were no significant differences in the evaluation ratings. This result means that patriotism plays a role in the evaluation of domestic brand products by the consumers. Furthermore, we could see that Korean consumers have a positive image of Korean brand products. However, all products produced in China had lower ratings than all Korean brand products produced locally. Fifth, even products produced in the same country showed different evaluation ratings and purchase intentions according to the brand. Regardless of the country of origin, familiar brands received more positive evaluations and higher purchase intention ratings than non-familiar ones. In the case when the brand nationality and the country of origin were different, consumers showed negative evaluations when the country of origin was economically less developed than the brand nationality. Finally, the brand familiarity was discovered to be a variable that could moderate the influence that the country of origin has on product evaluations and purchase intentions. The results of this study suggest that the delocalization decisions to manufacture a product in a low cost of production country should be associated with specific marketing actions when the perception of the image of this country is weak or unfavourable in the eyes of the consumer.

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