글로벌 소비자문화 수용성, 이미지, 브랜드 선호도 및 구매의도의 관계
Relationship among Susceptibility to Global Consumer Culture, Image, Brand Preference, and Purchase Intention
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초록
본 연구는 중국의 글로벌브랜드 주 소비자층인 20대 및 30대를 대상으로 글로벌 소비자문화 수용성, 이미지, 브랜드의 선호도 및 구매의도간의 관계를 분석하는데 주된 목적으로 두었다. 연구결과 글로벌 소비자문화 수용성, 국가발전이미지 및 국가이미지가 글로벌 브랜드이미지에 긍정적인 영향을 미치는 것으로 분석되었다. 브랜드 이미지는 글로벌 브랜드 선호도에 긍정적인 영향을 미치지만 구매의도에는 영향을 미치지 않은 것으로 나타났다. 한류의 확산추세에 따라 문화에 대한 연구의 필요성이 더욱 강조되고 있으므로, 문화마케팅의 관점에서 글로벌 소비자문화 수용성의 형성은 중국시장에서 한국에 대한 호감도를 증대시킬 것이며, 한국 브랜드이미지를 제고시키는데 유용한 변수가 될 것으로 판단된다.
Abstract
This study explores how the factors affecting global brand image--susceptibility to global consumer culture, evolution image and country image affect Korean brand preference and purchase intention on 20~30's young Chinese global consumers. The results suggest that susceptibility to global consumer culture, evolution image and country image positively influence global brand image, brand image positively influence global brand preference and does not affect the purchase intention. In addition, susceptibility to global consumer culture has a positive impact to evolution image, evolution image has a positive impact to country image. Recently, the importance of culture has been emphasized due to the influence of Hallyu. Therefore, the formation of global consumer culture acceptance from the viewpoint of cultural marketing will increase the favorability to Korea in the Chinese market and help shape the Korean brand image in a positive direction It is thought that it can give.
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