본문 바로가기
KERD
논문KCI 등재

경제 블로킹의 상황적 이슈에 따른 자민족 중심주의가 국산 제품과 외국산 제품에 대한 평가 및 브랜드 간섭효과에 관한 연구

Understanding The Effect of Product Evaluation and Brand Interference Depending on Ethnocentrism in The Context of The Economic Blocking

이경은|나운봉|고지숙
한국상품학회 (Korean Academy Of Commodity Science & Technology)|2020.10|상품학연구 (Journal of Product Research)|제38권 제5호|pp. 7-17|DOI 10.36345/kacst.2020.38.5.002

0

조회

0

다운로드

1

인용

0

참고문헌

키워드

consumer ethnocentrism제품 평가product evaluation자민족 중심주의브랜드 간섭효과경제 블로킹brand interference effecteconomic blocking
주제분류경영학

초록

본 연구는 자민족 중심주의를 유발하는 상황 하에서 외국산 제품과 국산 제품의 품질을 판단함에 있어 자민족 중심주의가 제품평가에 직접적인 영향을 미칠 것인가를 중점적으로 살펴보았다. 구체적으로 선행연구들은 자민족 중심주의 성향이 소비자의 반응과 관련하여 외국산 제품에 대한 태도에 부정적인 관계가 있다는 단편적인 연구들이 주를 이루고 있었다면, 본 연구는 제품 유형(실용재 vs. 쾌락재), 관여도(저관여 vs. 고관여), 브랜드 간섭효과(제시 vs. 미제시) 등 다양한 변수들의 효과를 세밀하게 규명하고자 하였다. 연구결과를 요약하면 다음과 같다. 자민족 중심주의가 높은 소비자는 낮은 소비자보다 외국산 제품을 부정적으로 평가하는 반면에 국산 제품을 긍정적으로 평가하는 것으로 나타났다. 이러한 결과는 제품유형과 관여도에 따른 차이가 발생하지 않는 것으로 나타났다. 더 나아가 자민족 중심주의에 따른 제품평가가 브랜드 제시로 인해 개선되는 브랜드 간섭효과가 나타나는지 살펴보았다. 그 결과, 외국산 제품의 경우에는 브랜드 간섭효과로 인하여 자민족 중심주의가 높은 집단과 낮은 집단 모두에서 제품 평가가 더 긍정적으로 개선되는 것으로 나타났다. 반면, 국산 제품의 경우에는 자민족 중심주의가 낮은 집단에서만 브랜드 제시로 인해 제품평가가 개선되는 브랜드 간섭효과가 나타났다. 본 연구결과를 토대로 자민족 중심주의가 제품평가에 미치는 영향에 대한 이론적, 실무적 시사점을 제공하였다.

Abstract

This study examined that consumer ethnocentrism influences product quality evaluation toward foreign products and domestic products in situation induced by patriotism. Previous studies have focused on fragmentary studies that showed that consumer ethnocentrism had a negative relationship with the quality evaluation of foreign products. Therefore, this study sheded light on clarifying the effects of various variables such as product type, degree of involvement, and brand interference effects. The results can be summarized as follows: First, while consumers with high ethnocentrism evaluated foreign products more negatively than consumers with low ethnocentrism, consumers with high ethnocentrism evaluated domestic products more positively than consumers with low ethnocentrism. However, these results showed that there was no moderating effect depending on product type and involvement. Furthermore, we investigated whether the difference in product quality evaluation based on consumer ethnocentrism resulted in improved interference effects due to brand presentation. As a result, brand interference effects were seen in both high and low consumer ethnocentrism groups in the case of foreign products, while brand interference effects were only seen in low consumer ethnocentrism groups in the case of domestic products. Based on the results of this study, theoretical and practical implications were provided on the impact of consumer ethnocentrism on product quality evaluation.

참고문헌 (57)

  1. 안광호, "소비자 자아-브랜드개성 일치성과 지각된 품질이브랜드 사랑에 미치는 영향에 관한 분석", 소비자학연구, 24(4), pp.125~146 (2013), 한국소비자학회
  2. 전성률, "브랜드 위기 상황에서 책임규명 정보의 주체가 소비자의 브랜드 태도 변화에 미치는 영향", 마케팅연구, 24(2), pp.81~108 (2009), 한국마케팅학회
  3. 홍성태, "개인의 기술준비도가 소셜커머스 내 제품 평가에 미치는 영향: 제품 관여도와 브랜드 시장지위의 조절적 역할", 소비자학연구, 23(3), pp.1~18 (2012), 한국소비자학회
  4. Aaker, D. A., "Managing Brand Equity : Capitalizing on the Value of a Brand Name" (1991), The Free Press
  5. Babin, B. J., "Work and", or Fun : Measuring Hedonic and Utilitarian Shopping Value, 1994, pp.20(4), 644~656
  6. Batra, R., "Effects of Brand Local and Nonlocal Origin on Consumer Attitudes in Developing Countries", Journal of Consumer Psychology, 9(2), pp.83~95 (2000)
  7. Balabanis, G., "The Impact of Nationalism, Patriotism and Internationalism on Consumer Ethnocentric Tendencies", Journal of International Business Studies, 32(1), pp.157~175 (2001)
  8. Bearden, W. O., "Reference Group Influence on Product and Brand Purchase Decisions", Journal of Consumer Research, 9(2), pp.183~194 (1982)
  9. Bettman, J. R., "Effects of Prior Knowledge and Experience and Phase of the Choice Process on Consumer Decision Processes : A Protocol Analysis", Journal of Consumer Research, 7(3), pp.234~248 (1980)
  10. Brown, S. P., "Antecedents and Consequences of Attitude Toward the Ad : A Meta-Analysis", Journal of Consumer Research, 19(1), pp.34~51 (1992)
  11. Chen, H. C, "The Effect of Country of Origin on First-Mover Advantage", Doctor, pp.1995
  12. Darling, J. R., "The Competitive Position Abroad of Products and Marketing Practices of the United States, Japan, and Selected European Countries", Journal of Consumer Marketing, 5(4), pp.61~68 (1988)
  13. Darling, J. R., "A Longitudinal Study Comparing Perceptions of US and Japanese Consumer Products in a Third", Neutral Country : Finland 1975 to 1985, 1990, pp.21(3), 427~450
  14. Dhar, R., "Consumer Choice Between Hedonic and Utilitarian Goods", Journal of Marketing Research, 37(1), pp.60~71 (2000)
  15. Dodds, W. B., "Effects of Price, Brand, and Store Information on Buyers’ Product Evaluations", Journal of Marketing Research, 28(3), pp.307~319 (1991)
  16. Ettenson, R., "The Fallout From French Nuclear Testing in the South Pacific : A Longitudinal Study of Consumer Boycotts", International Marketing Review, 22(2), pp.199~224 (2005)
  17. Feurer, S., "Applying Configurational Theory to Build a Typology of Ethnocentric Consumers", International Marketing Review, 33, pp.351~375 (2016)
  18. Friedman, J., "Being in the World: Globalization and Localization", Theory, Culture and Society, 7(2-3), pp.311~328 (1990)
  19. Güneren, E., "Influence of Ethnocentric Tendency of Consumers on Their Purchase Intentions in North Cyprus", Journal of Euromarketing, 17(3-4), pp.219~231 (2008)
  20. Guo, G., "Consumer Ethnocentrism on Product Judgment and Willingness to Buy : A Meta-Analysis", Social Behavior and Personality : an International Journal, 45(1), pp.163~176 (2017)
  21. Han, C. M., "The Role of Consumer Patriotism in the Choice of Domestic Versus Foreign Products", Journal of Advertising Research, 28(3), pp.25~31 (1988)
  22. Han, Y. J., "Signaling Status with Luxury Goods : The Role of Brand Prominence", Journal of Marketing, 74(4), pp.15~30 (2010)
  23. He, J., "Cultural Identity and Consumer Ethnocentrism Impacts on Preference and Purchase of Domestic versus Import Brands : An Empirical Study in China", Journal of Business Research, 68(6), pp.1225~1233 (2015)
  24. Herbig, P., "The Relationship of Reputation and Credibility to Brand Success", Journal of Consumer Marketing, 12(4), pp.5~11 (1995)
  25. Herche, J., "A Note on the Predictive Validity of the CETSCALE", Journal of the Academy of Marketing Science, 20(3), pp.261~264 (1992)
  26. Hirschman, E. C., "Hedonic Consumption : Emerging Concepts, Methods and Propositions", Journal of Marketing, 46(3), pp.92~101 (1982)
  27. Holbrook, M. B., "The Experiential Aspects of Consumption : Consumer Fantasies, Feelings, and Fun", Journal of Consumer Research, 9(2), pp.132~140 (1982)
  28. Huddleston, P., "Consumer Ethnocentrism, Product Necessity and Polish Consumers’ Perceptions of Quality", International Journal of Retail and Distribution Management, 29(5), pp.236~246 (2001)
  29. Javalgi, R. G., "An Application of the Consumer Ethnocentrism Model to French Consumers", International Business Review, 14(3), pp.325~344 (2005)
  30. Keillor, B. D., "Global Consumer Tendencies", Psychology and Marketing, 18(1), pp.1~19 (2001)
  31. Keller, K. L., "Conceptualizing, Measuring, and Managing Customer-Based Brand Equity", Journal of Marketing, 57(1), pp.1~22 (1993)
  32. Klein, J. G., "Consumer Animosity and Consumer Ethnocentrism : An Analysis of Unique Antecedents", Journal of International Consumer Marketing, 11(4), pp.5~24 (1999)
  33. Klein, J. G., "The Animosity Model of Foreign Product Purchase : An Empirical Test in the People's Republic of China", Journal of Marketing, 62(1), pp.89~100 (1998)
  34. Kucukemiroglu, O., "Market Segmentation by Using Consumer Lifestyle Dimensions and Ethnocentrism: An Empirical Study", European Journal of Marketing, 33(5-6), pp.470~487 (1999)
  35. Laroche, M., "Brand Familiarity and Confidence as Determinants of Purchase Intention : An Empirical Test in a Multiple Brand Context", Journal of Business Research, 37(2), pp.115~120 (1996)
  36. Li, W. K., "The Role of Country of Origin in Product Evaluations : Informational and Standard‐of‐Comparison Effects", Journal of Consumer Psychology, 3(2), pp.187~212 (1994)
  37. Lo, S. C., "Country-of-Origin and Consumer Ethnocentrism : Effect on Brand Image and Product Evaluation", Journal of Applied Sciences, 17(7), pp.357~364 (2017)
  38. Marcoux, J. S., "The Attitudes Underlying Preferences of Young Urban Educated Polish Consumers Towards Products Made in Western Countries", Journal of International Consumer Marketing, 9(4), pp.5~29 (1997)
  39. Na, W. B., "Measuring brand power : validating a model for optimizing brand equity", Journal of Product and Brand Management, 8(3), pp.170~184 (1999)
  40. Netemeyer, R. G., "A cross-national assessment of the reliability and validity of the CETSCALE", Journal of Marketing Research, 28(3), pp.320~327 (1991)
  41. Park, J. E., "Antecedents of Consumer Animosity and the Role of Product Involvement on Purchase Intentions", American Journal of Business, 32(1), pp.42~57 (2017)
  42. Phelps, J. E., "The Aad‐Ab‐PI Relationship in Children : The Impact of Brand Familiarity and Measurement Timing", Psychology and Marketing, 13(1), pp.77~105 (1996)
  43. Rao, A. R., "The Effect of Price, Brand Name, and Store Name on Buyers’ Perceptions of Product Quality : An Integrative Review", Journal of Marketing Research, 26(3), pp.351~357 (1989)
  44. Rawwas, M. Y., "The Influence of Worldmindedness and Nationalism on Consumer Evaluation of Domestic and Foreign Products", International Marketing Review, 13(2), pp.20~38 (1996)
  45. Sharma, S., "Consumer Ethnocentrism : A Test of Antecedents and Moderators", Journal of the Academy of Marketing Science, 23(1), pp.26~37 (1995)
  46. Shimp, T. A., "Consumer Ethnocentrism : Construction and Validation of the CETSCALE", Journal of Marketing Research, 24(3), pp.280~289 (1987)
  47. Steenkamp, J. B. E., "How Perceived Brand Globalness Creates Brand Value", Journal of International Business Studies, 34(1), pp.53~65 (2003)
  48. Sumner, W. G., "Folkways a Study of the Soiological Importance of Usages Manners Customs Mores and Morals" (1906), Ginn and Company
  49. Supphellen, M., "Consumer Ethnocentrism When Foreign Products are Better", Psychology and Marketing, 18(9), pp.907~927 (2001)
  50. Thakor, M. V., "Foreign Branding and its Effects on Product Perceptions and Attitudes : A Replication and Extension in a Multicultural Setting", Journal of Marketing Theory and Practice, 5(1), pp.15~30 (1997)
  51. Tsai, W. S., "For Love of Country? Consumer Ethnocentrism in China, South Korea, and the United States", Journal of Global Marketing, 26(2), pp.98~114 (2013)
  52. Tse, A. C., "The Impact of Country-of-Origin on the Behaviour of Hong Kong Consumers", Journal of International Marketing and Marketing Research, 21, pp.39~44 (1996)
  53. Voss, K. E., "Measuring the Hedonic and Utilitarian Dimensions of Consumer Attitude", Journal of Marketing Research, 40(3), pp.310~320 (2003)
  54. Wall, M., "Impact of Country-of-Origin Cues on Consumer Judgments in Multi-Cue Situations : a Covariance Analysis", Journal of the Academy of Marketing Science, 19(2), pp.105~113 (1991)
  55. Wang, C. L., "Consumer Ethnocentrism and Willingness to Buy Domestic Products in a Developing Country Setting : Testing Moderating Effects", Journal of Consumer Marketing, 21(6), pp.391~400 (2004)
  56. Watson, J. J., "Consumer Ethnocentrism and Attitudes toward Domestic and Foreign Products", European journal of Marketing, 34(9-10), pp.9~1166 (2000)
  57. Zaichkowsky, J. L., "Measuring the Involvement Construct", Journal of Consumer Research, 12(3), pp.341~352 (1985)

관련 논문AI추천

自民族 中心主義가 外國製品 評價 및 購買意圖에 미치는 影響에 관한 韓․日 比較硏究남상민한국일본근대학회 · 일본근대학연구2012 · 제37호중국 소비자의 자민족중심주의와 외국제품 브랜드에 대한 태도의 관계에 관한 연구안종석중국연구센터 · 중국과 중국학2012 · 제15권 중국 소비자의 자민족중심주의와 그 효과에 관한 연구: 라이프스타일에 따른 차이와 국가이미지의 조절효과안종석한국국제경영학회 · 국제경영연구2012 · 제23권 제3호소비자 자민족주의 가치와 광고가 브랜드 선택에 미치는 영향: 중국 밀레니엄 세대 중심으로구오첸, 한충민한국국제경영학회 · 국제경영연구2017 · 제28권 제2호중국 소비자의 자국중심주의가 한류제품 브랜드 이미지에 미치는 영향권민택, 나광진사단법인 한국브랜드디자인학회 · 브랜드디자인학연구2016 · 제14권 제1호소비자 불매운동에 대한 자민족중심주의와 소비자적대감의 영향력이석기, 전향란, 제미경한국소비자원 · 소비자문제연구2016 · 제47권 제2호

이 간행물의 다른 논문 (21건)

제품의 시각적 제시방법이 제품평가에 미치는 영향성은영, 윤성아pp. 1-6신규 향수 제품 개발을 위한 기존 제품의 성분 프로파일 분석 연구임도연pp. 19-23공학과 디자인 전공 대학생의 협업에 의한 캡스톤디자인 교과 개발 사례문찬pp. 25-34서비스 충성도의 형성과정에서 인적 동일시의 조절효과에 관한 연구장영용, 한상린pp. 35-44항공서비스 전공학생들의 교수지지, 진로준비행동, 학업성취도와의 관계 연구정민주, 김지흔pp. 45-53
원문 보기