earticle

영어

The African economy is proving to be one of the most successful stories among emerging markets of the past decade. And growth is expected to accelerate going forward, creating new markets with huge potential. Therefore, it is vital to understand African consumers' national image of South Korea and purchase intention to Korean goods for Korean firms planning to enter African market. Under this reason, this research is designed to test Country Image Effect(CIE) of South Korea and to test a framework for investigating the impact of fit between Korean country image and product category image on purchase intention to Korean goods in South Africa. The results suggest that country image has strong positive impact on purchase intention. And when South African consumers have a positive fit between country image of Korea and product image perception, they tend to show higher purchase intention to the product made in Korea. However, it is showed significant effect of the positive fit between country and product image appear only in TV product category.