초록 열기/닫기 버튼
Purpose: This study has intended to comprehend the effect of the origin on the consumer's attitude and purchase intention based on the foreign Chinese baby product consumers and indifferently from the existing studies, it introduced the risk perception as the moderating variable and verified how the influence on the origin and consumer's attitude differs. Research design, data, and methodology: In this research, total of 264 copies of the questionnaires were collected and 245 copies were applied in the final analysis. In order to verify the research hypothesis, multiple regression analysis was conducted with SPSS 18.0. Results: The research results it was displayed that the risk perception between the place of origin for the manufacture of the foreign baby products and the consumer attitude plays a regulative role. Meanwhile, it was not able to play a regulative role between the place of origin for the brand and the consumer attitude. Conclusions: It was shown that Chinese consumers not only place emphasis on the brand but consider the place of manufacture as a more important condition. Accordingly, establishment of marketing strategies is needed so that the favor of the consumer can be brought out more easily through promotion that takes place by placing emphasis on the foreign country of origin.
