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중국 소비자의 적대감이 국가이미지 효과에 미치는 영향

The Impact of Chinese Consumer Animosity on the Country Image Effect

안종석
한국국제경영학회 (Korean Academy of International Business)|2014.05|국제경영연구 (International Business Journal)|제25권 제2호|pp. 57-86|DOI http://dx.doi.org/10.14365/ibj.2014.25.2.3

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중국 소비자국가이미지Chinese consumerscountry imageconsumer animosityproduct evaluation소비자 적대감국가이미지 효과attitude toward foreign product(or brand)
주제분류경영학

초록

본 연구는 중국 소비자의 외국제품에 대한 평가 및 태도에 영향을 미치는 대표적인 감정적 요인으로 소비자 적대감에 관심을 가진다. 보다 구체적으로 본 연구는 국가이미지 효과의 전 과정(국가이미지→제품평가→제품에 대한 태도)에 소비자 적대감이 어떤 영향을 미치는 지를 살펴보고자 한다. 이를 위해 본 연구에서는 상해, 북경, 청도, 심양, 성도 등 중국 내 5개 주요 도시의 1,327명의 성인 소비자들을 대상으로 설문조사를 실시하여 중국 소비자들의 주요국(미국, 독일, 일본, 한국)에 대한 적대감, 국가이미지 지각, 그리고 이들 국가의 전반적 제품에 대한 중국 소비자들의 제품평가 및 제품에 대한 태도에 관한 자료를 수집하였다. 연구결과, 소비자 적대감의 두 가지 유형인 국가적 적대감과 개인적 적대감은 국가이미지 효과를 구성하는 변수들에 상이한 영향을 미치고 있는 것으로 나타났다. 개인적 적대감은 국가이미지, 제품평가, 그리고 제품에 대한 태도에 일관되게 부의 영향을 미치는 반면, 국가적 적대감은 국가이미지 차원 중에는 관계이미지에만 부의 영향을 미치는 것으로 나타났고, 경제이미지와 제품평가에는 오히려 정의 영향을 미치는 것으로 나타났으며, 제품에 대한 태도에 미치는 영향도 비유의적으로 나타난 것이다.

Abstract

This study focuses on the consumer animosity of China as an important affective factor which influences on the consumers’ evaluation and attitude toward foreign products. More specifically, this study is to examine how the consumer animosity influences all the processes of country image effect(country image→product evaluation → attitude toward foreign product). This study used the data which were collected through Chinese consumers survey. The sample of this study is adults consumers who are above 18 years old and reside at 5 major cities of China. They are Beijing, Shanghai, Qingdao, Shenyang, and Chengdu. 1,327 Chinese consumers answered the questionnaire on the consumer animosity, country image, product evaluation, and the attitude toward product of 4 major foreign countries(US, Germany, Japan, South Korea). The results show that different types of consumer animosity(national/personal) influence differently on the variables contained in the model of country image effect. Whereas personal animosity consistently shows negative impact on the country image, product evaluation, and the attitude toward product, national animosity shows inconsistent relations with them. National animosity has negative impact on the relational country image, but positive impact on the economic country image and the product evaluation. National animosity shows insignificant impact on the attitude toward foreign product.

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