본 연구는 기술집약도에 따라 생산원산지 측면의 국가이미지에 대한 경쟁력 요소들이 국가 간에 차이가 있다는 사실을 규명하고자 제품생산의 잠재력을 나타내는 생산원산지 측면에서의 국가이미지 구성요소를 구체화한 후 기술집약도에 따라 선정된 2가지 제품에 대해 한국, 일본, 중국 등 3개국을 각각 생산원산지로 할 때 소비자의 구매의도에 작용하는 국가이미지의 경쟁력 요소들에 대한 국가 간의 차이를 실증적으로 분석하였다. 연구결과, 저기술제품의 경우에는 소비자의 구매의도에 가장 큰 영향을 주는 제품가격 저렴성의 국가이미지에서는 중국, 한국, 일본 순의 경쟁력을 보이고 있고, 이외에 제품품질 및 성능, 제품내구성, 제품신뢰성, 생산숙련도, 생산기술능력 등과 같은 국가이미지에서는 한국과 일본이 서로 차이 없이 중국보다 경쟁력이 더 큰 것으로 나타났다. 그리고 고기술제품의 경우에는 소비자의 구매의도에 보다 큰 영향을 주는 제품품질 및 성능과 제품신뢰성의 국가이미지에서는 일본, 한국, 중국 순의 경쟁력을 보이고 있는 반면에 소비자의 구매의도에 가장 작은 영향을 주는 제품 가격 저렴성의 국가이미지에서는 중국, 한국, 일본 순의 경쟁력을 보이고 있으며, 이외에 제품내구성, 생산숙련도, 생산기술능력 등의 국가이미지 측면에서는 한국과 일본이 서로 차이 없이 중국보다 경쟁력이 더 큰 것으로 나타났다.

The purpose of study is to investigate how competitive elements of nations' image in production country-of-origin influence differently among nations on consumers' purchasing intention according to tech-intensity of product. For this purpose, this study defined the elements of nations' image in production country-of-origin indicated potential power of production and made empirical analysis to investigate differences among nations about competitive elements of nations' image by using experimental design which was selected two products according tech-intensity and three nations as Korea, Japan, and China. The results of empirical analysis as follows: First, in case of low tech-intensive product, nations' competitiveness of cheap price element which is influencing the largest on consumers' purchasing intention was showed the order of China, Korea, and Japan. Besides, nations' competitiveness of other elements such as product quality or performance, product durability, product reliability, production skill, and production technique was showed that Korea and Japan were indifferently larger than China. Second, in case of high tech-intensive product, nations' competitiveness of product quality or performance element and product reliability element which are influencing more large than others on consumers' purchasing intention was showed the order of Japan, Korea, and China. On the other hand, nations' competitiveness of cheap price element which is influencing the smallest on consumers' purchasing intention was showed the order of China, Korea, and Japan. Nations' competitiveness of elements of product durability, production skill, and production technique was showed that Korea and Japan are indifferently larger than China.

The purpose of study is to investigate how competitive elements of nations' image in production country-of-origin influence differently among nations on consumers' purchasing intention according to tech-intensity of product. For this purpose, this study defined the elements of nations' image in production country-of-origin indicated potential power of production and made empirical analysis to investigate differences among nations about competitive elements of nations' image by using experimental design which was selected two products according tech-intensity and three nations as Korea, Japan, and China. The results of empirical analysis as follows: First, in case of low tech-intensive product, nations' competitiveness of cheap price element which is influencing the largest on consumers' purchasing intention was showed the order of China, Korea, and Japan. Besides, nations' competitiveness of other elements such as product quality or performance, product durability, product reliability, production skill, and production technique was showed that Korea and Japan were indifferently larger than China. Second, in case of high tech-intensive product, nations' competitiveness of product quality or performance element and product reliability element which are influencing more large than others on consumers' purchasing intention was showed the order of Japan, Korea, and China. On the other hand, nations' competitiveness of cheap price element which is influencing the smallest on consumers' purchasing intention was showed the order of China, Korea, and Japan. Nations' competitiveness of elements of product durability, production skill, and production technique was showed that Korea and Japan are indifferently larger than China.

Nations' Image, Production Country-of-Origin, Competitive Elements, Tech-Intensity