산자이 휴대폰의 지각된 가치와 혁신성이 한국소비자 태도 및 구매의도에 미치는 영향 - 중국원산지이미지효과와 정품 브랜드충성도의 조절효과를 중심으로


The Effects of Perceived Value and Innovation on Korean Consumers’ Attitude and Purchase Intention towards Shanzhai Mobile Phones - the Moderating Role of China Country-of-Origin Effects and Original Brand Loyalty

조상리, 강낙중

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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.


 Ⅰ. 서론
 Ⅱ. 이론적 배경
 Ⅲ. 가설설정
 Ⅳ. 연구방법
 Ⅴ. 가설 검증
 Ⅵ. 결론


  • 조상리 Sang-Lee Cho. 동의대학교 유통물류학과 조교수
  • 강낙중 Nak-Jung Kang. 동의대학교 유통물류학과 교수


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