본문 바로가기
KERD
논문KCI 등재

베트남 소비자들이 인식하는 한류브랜드 지역성이 국가 친밀감, 소비자태도 및 구매의도에 미치는 영향

The Effects of Vietnamese Consumers’ Perceived Korean Wave Brand Localness on the Country Affinity, Consumer Attitude and Purchasing Intention

채명수|이혜리
한국국제경영학회 (Korean Academy of International Business)|2019.02|국제경영연구 (International Business Journal)|제30권 제1호|pp. 87-117|DOI http://dx.doi.org/10.14365/ibj.2019.30.1.4

1

조회

0

다운로드

14

인용

0

참고문헌

키워드

구매의도소비자태도Purchasing IntentionConsumer Attitude한류브랜드 지역성국가 친밀감Korean Wave Brand LocalnessCountry Affinity
주제분류경영학

초록

본 연구는 베트남 소비자들이 인식하는 한류브랜드 지역성이 국가 친밀감에 미치는 영향과 국가 친밀감이 한국 기업, 한국 제품에 대한 태도와 구매의도에 어떤 영향을 미치는지 살펴보고자 하였다. 특히 본 연구는 기존 선행연구들을 바탕으로 한류의 관점에서 베트남 소비자가 인식하는 브랜드 지역성을 살펴보고자 하였다. 최근 한국기업들은 한국대중문화를 중심으로 전 세계적으로 높은 인기를 얻고 있는 한류현상을 활용하여 한국 제품과 브랜드를 개발함으로서 한류브랜드를 구축하고 있다. 이에 한류지수가 높게 평가된 베트남 현지 소비자를 대상으로 한류를 잘 반영하고 있는 한국 화장품을 대표적인 한류브랜드로 선정하여 조사하였다. 가설검증을 위해 인터넷, 모바일 URL을 통한 응답 방법을 사용하여 베트남 현지 소비자 총 212명의 자료를 수집하였다. 실증분석 결과, 한류브랜드 지역성은 국가 친밀감에 정(+)의 영향을 미치는 것으로 나타났다. 또한 베트남 소비자들이 한국에 대해 긍정적 감정인 친밀감이 형성되면 한국 기업과 제품에 대한 태도에 정(+)의 영향을 미치는 것으로 밝혀졌다. 이러한 소비자태도는 구매의도에 긍정적인 영향을 미치는 것으로 나타났다.

Abstract

This paper deals with the Korean wave brand localness as a factor promoting the purchasing intention to foreign consumers by using the country affinity theory which explains the feeling of sympathy, likability and attachment about a specific country. Recently, Korean firms have been making efforts to build a Korean wave brand by developing Korean products and brands through taking advantage of Korean wave phenomenon, of which gaining popularity globally, focusing on Korean popular culture. Korean wave brand localness, which symbolizes Korea based on the cultural phenomenon on emotional level, is conceptualized as an antecedent of country affection. For this purpose, a total of 212 questionnaires were collected via Internet and mobile URL response method in order to increase the response rate from Vietnamese consumers who were highly evaluated on Korean wave index. Empirical analysis revealed that the Korean Wave brand localness has a positive (+) effect on the country affection. Likewise, when the Vietnamese consumers gain positive affection toward Korea, its effect on the attitude toward Korean firms and products become positively significant. Then, we verified that the consumer attitude leads to purchase intention.

참고문헌 (66)

  1. Ajzen, I., "Attitudes and the attitude-behavior relation : Reasoned and automatic processes", European Review of Social Psychology, 11(1), pp.1~33 (2000)
  2. Alvarez, M. D., "The influence of political conflicts on country image and intention to visit : A study of Israel's image", Tourism Management, 40, pp.70~78 (2014)
  3. Amstrong, J. S., "Estimating nonresponse bias in mail surveys", Journal of Marketing Research, 14(3), pp.396~402 (1977)
  4. Baron, R. M., "The moderator–mediator variable distinction in social psychological research : Conceptual, strategic, and statistical considerations", Journal of personality and social psychology, 51(6), pp.1173~1182 (1986)
  5. Bart, Y., "Which products are best suited to mobile advertising? A field study of mobile display advertising effects on consumer attitudes and intentions", Journal of Marketing Research, 51(3), pp.270~285 (2014)
  6. Bartsch, F., "A taxonomy and review of positive consumer dispositions toward foreign countries and globalization", Journal of International Marketing, 24(1), pp.82~110 (2016)
  7. Bell, R., "How specific is source memory for faces of cheaters? Evidence for categorical emotional tagging", Journal of Experimental Psychology : Learning, Memory, and Cognition, 38(2), pp.457~ (2012)
  8. Cakici, N. M., "Country-of-origin misclassification awareness and consumers’ behavioral intentions : Moderating roles of consumer affinity, animosity, and product knowledge", International Marketing Review, 34(3), pp.354~376 (2017)
  9. Carneiro, J., "Quest for purposefully designed conceptualization of the country-of-origin image construct", Journal of Business Research, 69(10), pp.4411~4420 (2016)
  10. Cayla, J., "Asian brands without borders : regional opportunities and challenges", International Marketing Review, 24(4), pp.444~456 (2007)
  11. Chattalas, M., "Warm versus competent countries : national stereotyping effects on expectations of hedonic versus utilitarian product properties", Place Branding and Public Diplomacy, 9(2), pp.88~97 (2013)
  12. Chen, C. Y., "The effects of country-related affect on product evaluations", Journal of Consumer Research, 41(4), pp.1033~1046 (2014)
  13. Chin, W. W., "Assessing common method bias : problems with the ULMC technique", MIS Quarterly, 36(3), pp.1003~1019 (2012)
  14. 조성도, "지역브랜드 글로벌성, 전국성, 지역 아이콘화가 내부 브랜딩에 미치는 영향", 마케팅논집(Journal of Marketing Studies), 24(4), pp.55~74 (2016), 한국전략마케팅학회[DOI]
  15. Costa, C., "A contingent approach to countryof-origin effects on foreign products evaluation : Interaction of facets of country image with product classes", International Business Review, 25(5), pp.1066~1075 (2016)
  16. Davvetas, V., "How product category shapes preferences toward global and local brands : A schema theory perspective", Journal of international marketing, 24(4), pp.61~81 (2016)
  17. Davvetas, V., "The impact of perceived brand globalness on consumers' willingness to pay", International Journal of Research in Marketing, 32(4), pp.431~434 (2015)
  18. Dimofte, C. V., "Cognitive and affective reactions of US consumers to global brands", Journal of International Marketing, 16(4), pp.113~135 (2008)
  19. "Euromonitor International" (2017)[URL]
  20. Franke, G. R., "Information content and consumer readership of print ads : a comparison of search and experience products", Journal of the Academy of Marketing Science, 32(2), pp.20~31 (2004)
  21. Hair, J. F., "PLS-SEM: Indeed a silver bullet", Journal of Marketing theory and Practice, 19(2), pp.139~152 (2011)
  22. Halkias, G., "The interplay between country stereotypes and perceived brand globalness", localness as drivers of brand preference, 2016, pp.69(9), 3621~3628
  23. 한충민, "브랜드 글로벌성 vs. 원산지 이미지 - 글로벌 브랜드는 원산지 효과에서 자유로운가?", 국제경영연구, 22(4), pp.1~23 (2011), 한국국제경영학회
  24. Hartmann, P., "Consumer attitude and purchase intention toward green energy brands : The roles of psychological benefits and environmental concern", Journal of Business Research, 65(9), pp.1254~1263 (2012)
  25. Herz, M. F., "Activation of country stereotypes : automaticity, consonance, and impact", Journal of the Academy of Marketing Science, 41(4), pp.400~417 (2013)
  26. Herz, M. F., "Country-specific associations made by consumers : A dual-coding theory perspective", Journal of International Marketing, 21(3), pp.95~121 (2013)
  27. Heslop, L. A., "Modeling country image effects through an international crisis", International Marketing Review, 25(4), pp.354~378 (2008)
  28. Hogarth, H. Y., "The Korean wave: An Asian reaction to western-dominated globalization", Perspectives on Global Development and Technology, 12(1-2), pp.135~151 (2013)
  29. Huang, S., "Nation-branding and transnational consumption: Japan-mania and the Korean wave in Taiwan", Media, Culture & Society, 33(1), pp.3~18 (2011)
  30. Jiménez, N., "The central role of the reputation of countryof-origin firms in developing markets", Journal of Business & Industrial Marketing, 31(3), pp.349~364 (2016)
  31. The Economic Effects of Korean Wave, "Jun, J. G.", KOTRA, 1~139 (2016)
  32. Kim, S. K., "Hallyu revisited: Challenges and opportunities for the south korean tourism", Asia Pacific Journal of Tourism Research, 21(5), pp.524~540 (2016)
  33. Klein, J. G., "Extending the construct of consumer ethnocentrism : when foreign products are preferred", International Marketing Review, 23(3), pp.304~321 (2006)
  34. "KOTRA&KOTRA" (2017)[URL]
  35. Lee, B. J., "The effects of likability of Korean celebrities, dramas, and music on preferences for Korean restaurants: A mediating effect of a country image of Korea", International Journal of Hospitality Management, 46, pp.200~212 (2015)
  36. Lu, I. R., "An examination of the status and evolution of country image research", International Marketing Review, 33(6), pp.825~850 (2016)
  37. Maher, A. A., "International consumer admiration and the persistence of animosity", Journal of Consumer Marketing, 27(5), pp.414~424 (2010)
  38. Nes, E. B., "Consumer affinity for foreign countries : Construct development, buying behavior consequences and animosity contrasts", International Business Review, 23(4), pp.774~784 (2014)
  39. Nunnally, J. C., "Psychometric Theory" (1994), McGraw-Hill
  40. Oberecker, E. M., "The consumer affinity construct : Conceptualization, qualitative investigation, and research agenda", Journal of International Marketing, 16(3), pp.23~56 (2008)
  41. Oberecker, E. M., "Consumers' emotional bonds with foreign countries : Does consumer affinity affect behavioral intentions?", Journal of International Marketing, 19(2), pp.45~72 (2011)
  42. Özsomer, A., "The interplay between global and local brands : A closer look at perceived brand globalness and local iconness", Journal of International Marketing, 20(2), pp.72~95 (2012)
  43. Özsomer, A., "Global brand purchase likelihood : A critical synthesis and an integrated conceptual framework", Journal of International Marketing, 16(4), pp.1~28 (2008)
  44. Papadopoulos, N., "Country equity and country branding : Problems and prospects", The Journal of Brand Management, 9(4), pp.294~314 (2002)
  45. Papadopoulos, N., "Old Country Passions : An International Examination of Country Image, Animosity, and Affinity Among Ethnic Consumers", Journal of International Marketing, 25(3), pp.61~82 (2017)
  46. Pappu, R., "Country image and consumerbased brand equity : relationships and implications for international marketing", Journal of International Business Studies, 38(5), pp.726~745 (2007)
  47. Podsakoff, P. M., "Common method biases in behavioral research : A critical review of the literature and recommended remedies", Journal of Applied Psychology, 88(5), pp.879~903 (2003)
  48. Roxas, B., "Institutional environment, managerial attitudes and environmental sustainability orientation of small firms", Journal of Business Ethics, 111(4), pp.461~476 (2012)
  49. Riefler, P., "Consumer animosity : a literature review and a reconsideration of its measurement", International Marketing Review, 24(1), pp.87~119 (2007)
  50. Shimp, T. A., "Consumer ethnocentrism: construction and validation of the CETSCALE", Journal of Marketing Research, 24, pp.280~289 (1987)
  51. Steenkamp, Jan-Benedict E. M., "How perceived brand globalness creates brand value", Journal of International Business Studies, 34(1), pp.53~65 (2003)
  52. Steenkamp, Jan-Benedict E. M., "A global investigation into the constellation of consumer attitudes toward global and local products", Journal of Marketing, 74(6), pp.18~40 (2010)
  53. Sternberg, R. J., "A triangular theory of love", Psychological Review, 93(2), pp.119~135 (1986)
  54. Strizhakova, Y., "Drivers of local relative to global brand purchases : A contingency approach", Journal of International Marketing, 23(1), pp.1~22 (2015)
  55. Suh, Y. G., "Cultural appropriation and the country of origin effect", Journal of Business Research, 69(8), pp.2721~2730 (2016)
  56. Swoboda, B., "The effects of perceived brand globalness and perceived brand localness in China : Empirical evidence on western, Asian, and domestic retailers", Journal of International Marketing, 20(4), pp.72~95 (2012)
  57. Thomson, M., "The ties that bind : Measuring the strength of consumers’ emotional attachments to brands", Journal of Consumer Psychology, 15(1), pp.77~91 (2005)
  58. Torelli, C. J., "Brand concepts as representations of human values : do cultural congruity and compatibility between values matter?", Journal of Marketing, 76(4), pp.92~108 (2012)
  59. Usunier, J. C., "Product ethnicity : Revisiting the match between products and countries", Journal of International Marketing, 15(3), pp.32~72 (2007)
  60. Wang, C. L., "Country image, product image and consumer purchase intention : Evidence from an emerging economy", International Business Review, 21(6), pp.1041~1051 (2012)
  61. Wilcox, D., "Marketing, Technology and Customer Commitment in the New Economy", pp.86~96 (2015), Springer
  62. Xie, Y., "An extended model of preference formation between global and local brands : The roles of identity expressiveness, trust, and affect", Journal of International Marketing, 23(1), pp.50~71 (2015)
  63. Zeugner-Roth, K. P., "Bridging the gap between country and destination image : Assessing common facets and their predictive validity", Journal of Business Research, 68(9), pp.1844~1853 (2015)
  64. Zeugner-Roth, K. P., "Consumer ethnocentrism, national identity, and consumer cosmopolitanism as drivers of consumer behavior : A social identity theory perspective", Journal of International Marketing, 23(2), pp.25~54 (2015)
  65. Zhang, H., "A model of perceived image, memorable tourism experiences and revisit intention", Journal of Destination Marketing &Management (2017)
  66. Zhao, X., "Reconsidering Baron and Kenny : Myths and truths about mediation analysis", Journal of Consumer Research, 37(2), pp.197~206 (2010)

관련 논문AI추천

한류 및 제품이미지가 한국 화장품의 온라인 구매의도에 미치는 영향: 베트남 소비자를 대상으로양희순, 정민지, 진병호한국소비문화학회 · 소비문화연구2017 · 제20권 제2호한류가 한국화장품 브랜드 태도, 만족 및 향후 구매의사에 미치는 영향 -베트남대학생을 중심으로-모정희, 응우예티반아인한국인체미용예술학회 · 한국인체미용예술학회지2014 · 제15권 제3호베트남 소비자의 한국 TV프로그램 친숙도가 한국제품 구매의도에 미치는 영향김효정, 이진명사단법인 인문사회과학기술융합학회 · 예술인문사회 융합 멀티미디어 논문지2019 · 제9권 제4호소비자 특성, 지각된 품질, 한류가 한국 화장품 구매의도에 미치는 영향: 중국 소비자와 베트남 소비자 비교를 중심으로양희순, 정민지, 진병호한국소비자·광고심리학회 · 한국심리학회지: 소비자·광고2017 · 제18권 제2호베트남 소비자들의 한류에 대한 호감이 한국 제품 브랜드 아우라에 미치는 영향정갑연한국상업경영학회 · 상업경영연구2020 · 제34권 제1호Korean Brand Globalization: How it works for the Vietnamese market이영찬, Aaron Rae Stephens, Nguyen-Hanh Tang한국아시아학회 · 아시아연구2019 · 제22권 제4호

이 간행물의 다른 논문 (3건)

중국기업 최고경영자팀의 특성이 국제 인수합병 성과에 미치는 영향백유진, 박영렬, 박춘화pp. 1-22Internationalization and Location Choice of Multinational Enterprises from Emerging EconomiesJonathan Jones, 박정양pp. 23-54Perceived Brand Globalness: A Multi-dimensional Conceptualization조효은, 정인식, Pan Junpp. 55-86
원문 보기