earticle

영어

Business environment has been rapidly changing due to globalization. Recently, FTA negotiation among various countries newly draw the importance of country of origin. Country of origin concept was introduced as an extension of country image. Previous studies found that country of origin work as a salient cue in buyer’s perceived quality. It also has been found for country of origin effect to have an important role in consumer purchasing decisions. Not only country of origin by brand but also country of origin by manufacturing appear to affect product evaluation. And country of origin may serve as a proxy variable when quantity of information is not fluent. Based on the previous studies, the purpose of this study is to analyze the effect of country of origin on product evaluation both by brand and by manufacturing. Additionally the moderating role of product knowledge and product category will be analyzed. In this study, the authors divided the country of origin concept into two category based on the literature review. That is country image of brand and country image of manufacturing. It should be noticed that two country image (favorable/unfavorable), product categories (high/low involvement), consumer knowledge (high/low) affect product evaluation. As expected, country of origin effect appeared differently by combination of country of origin. Conclusively, customers evaluated the product best when both country of origin by brand and country of origin by manufacturing image are favorable. And favorable country of origin by brand and unfavorable country of origin by manufacturing, unfavorable country of origin by brand and favorable country of origin by manufacturing and unfavorable country of origin by brand and unfavorable country of origin by manufacturing are in order in product evaluation. But the hypothesis on moderating role of product knowledge and product category (product involvement) are not supported

한국어

본 연구에서는 기존의 원산지 효과에 관한 선행 연구를 바탕으로 원산지 이미지를 우호적, 비우호적으로 나누어 원산지 효과를 살펴보고자 한다. 또한 제품지식과 관여도에 따라 소비자 평가의 변화를 연구하고자 한다. 본 연구의 목적은 상표 원산지와 제조국 원산지 이미지가 소비자 제품평가에 미치는 영향과 이 관계에 대한 소비자 지식과 제품군의 조절효과에 관한 분석이다. 원산지 이미지를 우호적, 비우호적인 국가로 분류하고, 제품지식의 높고, 낮을 때의 소비자 평가를 알아보기 위해 집단 간, 집단 내 실험설계를 통해 분석하였다. 본 연구를 통해 기업의 제조 원산지와 브랜드 원산지를 결정할 때 고려할 요소와 원산지가 정해진 상황에서의 보다 효율적인 마케팅 전략을 수립하기 위한 시사점을 제시하였다