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영어

The share of Korean products in the Chinese market has declined since 2016, with the Samsung mobile and Hyundai motor having lost more than 60% of their share than the apex by the end of 2017. Meanwhile, the same is true for the household appliances, cosmetics and food. The reasons for the weakness of Korean products in the Chinese market include the competition of others brands, pricing strategy mistakes and the Chinese media's Biased reports on Korean products and South Korea. According to some symbolic events, there are two types of rumors that affect Korean brands in the Chinese market: one is directly related to the product, the other is unrelated to the product. Therefore, to analyze the market problems of Korean products in China, it is necessary to explore the intrinsic mechanism of market rumors affecting Chinese consumers' judgment of the value of Korean products from the perspective of Chinese consumers This study starting with the sensitivity of consumers to market rumors which based on the theoretical model of perceived value discusses the rumor sensitivity of Chinese consumers, under the rumor environment and its impact on evaluating the value of Korean products. The analysis of 5 consumers' interviews and 399 effective questionnaires revealed that 72.3% of Chinese consumers showed high rumor sensitivity tendency. Through regression analysis, intermediary effect and adjustment effect analysis, we get the following three conclusions: (1) Chinese consumers will be more likely to evaluate the quality of products from the inherent attributes of the products, and the labeling of origin is being weakened. (2) Chinese consumers are more inclined to choose products with high cost performance ratio, so they no longer think that the high price of Korean products represents high quality. (3) When Chinese consumers evaluate Korean products, market rumors directly affect the subjective quality perception of Chinese consumers. Accordingly, this study suggests that the key of Korean products is to win the Chinese consumers’ approval of the objective attributes of Korean products by the way of enhancing the product force. On this basis, we can take the subsidiary of Korean company in China as the main body that develop the local brands with different pricing strategy in order to eliminate the problem of the decline of market share caused by rumors that about Korean.