日本에 대한 心理的 距離, 敵愾心이 日本製品 이미지 및 購買意圖에 미치는 影響
The Influence of Psychic Distance and Animosity against Japan on Japanese Product Image and the Purchase Intention
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본 연구는 일본에 대한 심리적 거리와 적개심을 바탕으로 일본에 대해 한국소비자들은 어떻게 인식하고 있으며 일본제품을 선호하고 구매함에 있어서 한국소비자에 어떤 영향을 미치는지를 분석한다. 본 연구에서는 이론적 논의 및 선행연구에 대한 검토를 바탕으로 가설을 설정하고, 이 가설들을 종합하여 개념적 연구모형을 설계하여 구조방정식기법을 이용하여 분석하였다. 본 연구의 결과를 요약하면 다음과 같다. 먼저 일본에 대한 심리적 거리가 일본 제품이미지에 영향을 주는 것으로 조사되었으나 적개심에 영향을 주지 않는 것으로 나타났다. 그리고 일본에 대한 적개심이 일본 제품이미지에 부정적 영향을 주며, 일본 제품에 대한 부정적 이미지는 일본 제품 구매의도에 부정적인 영향을 주는 것으로 분석되었다. 본 연구는 국제마케팅전략에서 다양한 형태로 반영 내지 영향을 미치고 있지만 이에 대한 연구가 상대적으로 부족하다는 문제인식과 한국에 대한 일본의 침략, 식민지배 등 부정적인 역사적 배경을 바탕으로 일본에 대한 심리적 거리와 적개심 요인이 일본제품 이미지와 구매의도에 미치는 영향을 규명하고 구성개념간의 관련성을 살펴보았다는데 의의를 찾을 수 있다. 또한 본 연구의 결과는 일본기업이 한국시장에 진출함에 있어 한국소비자들의 일본에 대한 심리적 거리와 적개심을 우호적으로 조작하는데 필요한 다양한 영향요인을 확인하고 국제마케팅전략방향 설정을 위한 시사점을 제공한다.
Abstract
This research analyzes how Korean consumers recognize, prefer, and purchase Japanese products based on the influence of the psychic distance and animosity against Japan in Korea. It was hypothesized based on the theoretical discussion and precedent researches, and putting these hypotheses, the general research model was designed and was analyzed by structural equating model. Here is the summarization of the research results. First, the psychic distance affected the product image of Japan, but the psychic distance did not have any correlation with the animosity. Furthermore, the animosity against Japan had negative effects on Japanese product image, and this negative image affected the purchase intention that consumers did not prefer to buy Japanese products when they have hostility against Japan. This research affects the international marketing strategy in various ways, but there still are not enough studies about this subject. The significance of this research would be the fact that it investigated the psychic distance and the animosity against Japan in Korea based on the tragic history of imperialistic invasion and colonization, and the effect of those negative emotions in Korea on Japanese product image and purchase intention. It also examined the correlation of these concepts. Moreover, this research provides the implication for Japanese enterprises to set their international marketing strategy in Korea to soothe Koreans' hostility against Japan in order to target the Korean market.
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