The primary goal is to provide further clarifications on the complex issue of country-of-origin image cognitive processing and structure. Data were collected from college students of South Korea, to whom applied a Chinese laptop computer. A total of 249 usable questionnaires were returned. For the test of the hypotheses the LISREL Ver. 8.12 software was used. It is verified that a positive and significant influence of product evaluation on purchase intention, but it does not appear any significant influence of product beliefs on purchase intention. Regarding the consumer knowledge effects on products, those with whom the knowledge is low, the country-of-origin image has more of an impact on product beliefs rather than product evaluation. However, those with whom the knowledge is high, the product evaluation are more influenced by country-of-origin image. Consumers' ethnocentrism, as far as the results concerned, are not significant influential factor to product evaluation and buy intention; however, the consumers' subjective norms are very significant positive influential factor to buy intention. Rather than a large sample of actual consumers, in this study, adopting the students sample may be pointed out as a limitation. Future research will be needed to take an extensive general sample of consumers for more specific study of country-of-origin image.

The primary goal is to provide further clarifications on the complex issue of country-of-origin image cognitive processing and structure. Data were collected from college students of South Korea, to whom applied a Chinese laptop computer. A total of 249 usable questionnaires were returned. For the test of the hypotheses the LISREL Ver. 8.12 software was used. It is verified that a positive and significant influence of product evaluation on purchase intention, but it does not appear any significant influence of product beliefs on purchase intention. Regarding the consumer knowledge effects on products, those with whom the knowledge is low, the country-of-origin image has more of an impact on product beliefs rather than product evaluation. However, those with whom the knowledge is high, the product evaluation are more influenced by country-of-origin image. Consumers' ethnocentrism, as far as the results concerned, are not significant influential factor to product evaluation and buy intention; however, the consumers' subjective norms are very significant positive influential factor to buy intention. Rather than a large sample of actual consumers, in this study, adopting the students sample may be pointed out as a limitation. Future research will be needed to take an extensive general sample of consumers for more specific study of country-of-origin image.

본 연구의 주요 목적은 복잡한 개념인 원산지이미지의 인지적 과정과 그 구조에 대해 분명한 이해를 얻기 위한 것이다. 자료는 한국 대학생을 대상으로 중국산 노트북 컴퓨터를 적용하여 얻어졌다. 총 249개의 유용한 설문지가 회수되었다. 가설검증을 위해서 LISREL ver.8.12 소프트웨어를 활용하였다. 구매의도에 제품평가의 긍정적이고 유의적인 영향이 확인되었으나, 구매의도에 제품신념의 유의적 영향은 없었다. 제품에 대한 소비자 지식효과에 관해서는, 지식이 낮은 소비자들에게 원산지 이미지가 제품평가보다는 제품신념에 더 큰 영향을 미쳤다. 그러나, 지식이 높은 소비자들에게는 원산지이미지는 제품평가에 더 영향을 미쳤다. 이 연구에 있어서 소비자의 민족중심주의는 제품평가와 구매의도에 어떤 유의적 영향도 나타나지 않았다. 그러나, 소비자의 주관적 규범은 구매의도에 매우 유의적인 긍정적 영향요인이었다. 실제 소비자의 일반표본보다는 학생표본을 대상으로 조사한 것이 본 연구의 한계점으로 지적될 수 있다. 향후 연구에서는 원산지이미지의 더욱 상세한 연구를 위해서 광범위한 일반표본을 택하는 것이 필요하다고 본다.

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원산지이미지, 민족중심주의, 주관적 규범, 제품지식 효과, 제품신념, 제품평가, 구매의도