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소비자적개심이 일본산제품구매의도에 미치는 영향 : 전반적국가이미지, 소비자자민족중심주의 및 제품판단의 매개적 역할

The Effect of Consumer Animosity on Purchase Intention of Japanese Products : The Mediating Role of Overall Country Image, Ethnocentrism and Product Judgment

장영혜|박명호
한국소비문화학회|2012.06|소비문화연구 (Journal of Consumption Culture)|제15권 제2호|pp. 19-38|DOI 10.17053/jcc.2012.15.2.002

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참고문헌

키워드

EthnocentrismConsumer Animosity소비자적개심외국산제품구매의도소비자자민족중심주의전반적국가이미지외국산제품판단Purchase Intention of Japanese ProductOverall Country ImageProduct Judgment

초록

본 연구는 소비자적개심(역사적, 경제적)이 외국산제품의 구매의도에 미치는 영향과 이들 관계에서 전반적국가이미지, 소비자자민족중심주의 및 외국산제품판단의 매개적 역할을 확인하는 것이다. 연구대상으로는 일본을 선택하였는데, 다수의 한국소비자들이 일본에 대한 역사적적개심을 지니고 있을 것으로 여겨지고, 또 일본은 한국과 다양한 상품분야에서 경쟁을 하고 있어 경제적적개심도 느끼고 있을 것으로 보아 본 연구의 대상으로 적합하다고 판단하였다. 자료는 인터넷 서베이로 수집하였으며, 연구모형은 공변량구조분석과 Sobel test를 통해 검정하였다. 연구 결과, 일본산제품의 구매의도에 한국소비자들의 역사적개심은 영향을 미치지는 않았고, 경제적적개심은 부정적 영향을 미치는 것으로 나타났다. 반면, 소비자자민족중심주의에 역사적적개심이 영향을 미치지는 않았으나 경제적적개심은 영향을 미치는 것으로 나타났다. 그리고 전반적일본국가이미지의 매개적 역할은 역사적적개심과 외국산제품구매의도 간의 관계에서만 확인되었고, 소비자자민족중심주의의 매개적 역할은 경제적적개심과 일본산제품판단 간의 관계에서만 나타났다. 또한 일본산제품판단은 소비자자민족중심주의와 일본산제품구매의도 간 매개역할을 하고 있는 것으로 나타났다. 동시에 일본산제품판단은 전반적국가이미지와 일본산제품구매의도에 영향을 미치는 중요한 요인으로 확인되었다. 이러한 연구의 결과는 글로벌 소비자들의 구매행동 연구와 소비자적개심에 관한 기초연구의 확장에 기여하며, 기업들에게는 글로벌 시장으로의 진출 및 성장 전략에 도움이 될 것이다.

Abstract

This research is to find out how consumer animosity effects purchase intention of foreign products and to confirm the mediating role of overall country image, ethnocentrism, and product judgment. We use Japan as a sample country for this research. In general, Korean consumers are considered to have some historical animosity against Japan. And Korean consumers also have some economical animosity against Japan because Japan and Korea have been competed each other over many products. Data were collected by the Internet survey, the research model is tested by utilizing the structural equation model and the Sobel test. The results of this study show that historical animosity of Korean consumers has no statistically significant impact on purchase of Japanese products, but economic animosity does have negative effect on purchase of Japanese products. Meanwhile, there are no significant effects of historical animosity on consumers' ethnocentrism, but economic animosity does have significant effects on consumers' ethnocentrism. The mediating effect of overall country image is found only in relationship between historical animosity and purchase intention of Japanese products. We also find that the role of consumers' ethnocentrism as mediating variable is significant only in the relationship between economic animosity and Japanese products judgment. The mediating effect of Japanese products judgment is significant in the relationship between consumers' ethnocentrism and purchase intention of Japanese products. Also, Japanese products judgment is found to have major impact both on overall country image and on purchase intention of Japanese products. We firmly believe that this research will contribute to expand the related theory to understand global consumer behavior, and it will also be helpful for global companies to establish their global marketing strategy and corporate growth strategy. have a consumer preference similar to that of the upper-middle class in health-oriented food.

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