This study examined the effects of perceived value and innovation of Shanzhai phones towards Korean consumers’ attitude and purchase intention and the moderating role of China country-of-origin effects and original brand loyalty. The results are as follows. First, the perceived value and design innovation of Shanzhai mobile phones had a positive effect Korean consumers' attitude, but technical innovation had no effect. Secondly, the evaluation of the Chinese origin image reduces the influence of perceived value and design innovation of Shanzhai mobile phones on consumers’ attitude and purchase intention. Finally, higher original brand loyalty consumers appeared to reduce the impact of attitude on consumers’ purchase intention towards Shanzhai mobile phones. This study is intended to provide strategic implications to original brand companies in order to maintain their existing customers.
Ⅱ. 이론적 배경
Ⅴ. 가설 검증