호주사람들이 인식하는 한국의 이미지가 한국산 제품평가에 미치는 영향에 관한 연구
The Study on the effect of Korea's country image perceived by Australian on made-in Korea product evaluation
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본 연구의 목적은 호주사람들이 인식하고 있는 한국이라는 국가에 대한 이미지가 한국산 제품평가에 미치는 영향에 관해 분석하는 것이다. 우선 국가 이미지와 제품평가와 관련된 이론적 고찰을 통해서 한국에 대한 국가이미지의 독립변수와 한국산 제품에 대한 품질지각, 위험지각, 정보탐색비용, 구매의도 등 종속변수 간 개념적 관계를 구성하는 연구가설을 설정하였다. 실증분석과정은 기존 문헌연구와 심층면접을 통해 수집된 자료를 토대로 설문지를 완성하였으며, 호주 현지에서 설문조사를 실시하였다. 분석결과, 변수간 상관관계가 통계적으로 유의한 것으로 나타났다.
Abstract
This study investigates the country image of Korea which is perceived by Australian and the effect of Korea's country image on evaluation of made-in Korea products. The study is processed first with research on theoretical background about country image as well as product evaluation. Theoretical study is followed by empirical studies. The first empirical study with in-depth interview revealed that the country image is formed as innovativeness, design, prestige and workmanship. And the following field study is conveyed in Australia, mainly finding out the relationships between country image and product evaluations. The result of field study shows that the regression relationships between country image and product evaluation constructs are statistically significant.
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