earticle

영어

The purpose of this study is to provide practical implications for Korean companies searching for new market opportunities from the experimental analysis the impact of cognitive country image, affective country image and cultural openness on purchase intention of Korean products in Republic of South Africa. To examine the relationships of variables, data were collected between June and July 2019 through an online and offline questionnaire, and 335 questionnaires were used for analysis. The cognitive country image, affective country image and cultural openness had a statistically significant impact on purchase intention to Korean products. However, the cultural openness had no significant interaction effect with cognitive country image and affective country image on purchase intention of Korean products. The study results could give practical implications for Korean firms which desire to diversify their export market and pioneer future markets.