초록 열기/닫기 버튼
The purpose of this study is to investigate the changes of the perception of Chinese consumers on the country images of major 4 countries(U.S., Germany, Japan, Korea) from 2006 to 2012. This study investigates the channel of the country image association, the perception of country images, the evaluation of the general product images, and the attitude toward foreign products of major 4 countries. To accomplish the research objectives, this study exploits 2 sets of survey data which were gathered from 991 Chinese consumers in 2006 and 1,084 Chinese consumers in 2012. Each data sets includes consumers of 4 major cities(Beijing, Shanghai, Qingdao, Shenyang) of China. The results of this study show that Chinese consumers depends on the different association channels in perceiving country images among countries. News media is most important association channel and political leaders and political relationship is the most important association source of country images of U.S., Germany, and Japan. In perceiving country image of Korea, however, star performers and popular culture are most important even though the political factors are more and more important recently. Chinese consumers perceives country images differently among 4 major countries and a little changes have happened during 2006~2012 periods. The country images of 4 countries shows statistical differences at 2006 and 2012 data set respectively and country images of some countries show statistical differences during 2006~2012 periods. Relational image and people image of Korea have been worse during 2006~2012. As Chinese perception of the country images changes during 2006~2012, the evaluation and attitude toward the products of 4 major countries have changed. After all, the evaluation and attitude toward Korean products have been more and more worse than the other countries.
키워드열기/닫기 버튼
country image, Chinese consumers, country image effect, product evaluation, attitude towards foreign product
