국가지도자가 국가평판과 제품태도에 미치는 효과
The Effect of National Leader on National Reputation and Attitude toward Product
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본 연구는 중국 대학생들에게 비추어진 한국 국가지도자가 한국의 국가평판과 제품태도에 미치는 영향과 한국 대학생들에게 비추어진 중국 국가지도자가 중국에 대한 국가평판과 제품태도에 미치는 영향을 지도자의 공신력(Credibility)변인을 통하여 검증하고자 하였다. 연구결과, 국가지도자를 등장시킨 국가평판이 국가지도자를 등장시키지 않은 국가평판보다 국가평판의 비지니스 요인에서는 통계적으로 유의미한 차이로 오히려 낮게 나타났다. 그러나 국가평판의 문화교육 요인과 국가의 제품태도와 구매의도에서는 유의미한 차이를 나타내지 않았다. 본 연구에서 선정한 2명의 국가지도자에 대한 공신력, 국가평판, 제품태도, 구매의도 비교에서 한국의 박근혜 국가지도자가 중국의 시진핑 국가지도자보다 모든 변인에서 높은 것으로 나타났다. 한국의 현직 국가지도자와 중국의 국가지도자가 여성과 남성인 점을 고려하여, 2명의 국가지도자와 조사응답자 남녀성별에 대한 다중분산분석을 실행한 결과, 국가평판과 제품태도는 차이를 보이지 않았으나, 구매의도에서는 통계적으로 유의미한 상호작용효과가 나타났다. 즉 제품구매의도에서 여성응답자의 경우 박근혜 국가지도자가 높게 나타났으며, 남성응답자의 경우 시진핑 국가지도자가 높게 나타났다. 본 연구는 한국과 정치·경제 ·문화적 측면에서 밀접한 관계인 중국의 대학생과 한국의 대학생을 대상으로 한국의 국가지도자와 중국의 국가지도자가 국가평판과 제품태도, 구매의도에 미치는 영향을 검증한 것으로서, 국가홍보 커뮤니케이션 이론의 외연을 확장하고, 국가홍보 실무차원에서 도움이 될 것으로 기대하고 있다.
Abstract
This study examined the impact of Korean leader’s credibility on Korea’s national reputation, product image and purchase intentions through Chinese college students who are studying in Korea. And it also examined the impact of Chinese leader’s credibility on China’s national reputation, product image and purchase intentions through Korean college students. The results showed that while national reputation significantly decreased by the credibility of national leaders in terms of business factor, there was no significant difference in product attitude and purchase intention. When the two national leaders were compared, Korean national leader was considered higher than Chinese leader regarding her/his own credibility, product attitude, purchase intention. Statistical analysis of MANOVA between two national leaders and respondents' gender indicated that while there were not significant interaction effects among all dependent variables of national reputation, product attitude, there was a significant interaction effect on purchase intention. That is to say, female respondents recognized Korean leader as more credible, while male respondents gave high scores of credibility to Chinese leader. This research results intend to contribute to expanding the existing boundaries of PR theories and help practitioners apply the outcomes to practical contexts.
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