earticle

영어

Due to the global economic recession and protectionism, uncertainty in the global economy is increasing. China, the largest trading partner in Korea, is also reinforcing protectionism as economic growth slows. Also because of the political problems between Korea and China, many Korean companies have difficulties in the Chinese market. Above all, the important issue is that Chinese consumers are becoming more ethnocentric. Chinese consumers’ ethnocentrism have a negative impact on many Korean companies that have entered Chinese market. In this situation, This study conducted empirical analysis for Chinese consumers about the relationship between consumer ethnocentrism and country-of-origin effects and also moderating effects of product characteristics. The results of the empirical analysis which is conducted by structural equation modeling suggest that Chinese consumers have consumer ethnocentrism tendencies and consumer ethnocentrism tendencies in Chinese people may negatively affect the quality attitude and purchase intention to Korean products. As a result of analyzing moderating effects of product characteristics, Chinese consumers’ ethnocentrism is more sensitive in utilitarian goods than hedonic goods.