earticle

영어

The objective of this research is to identify the key factors affecting Korean consumers’ purchase intentions for products of international joint ventures (IJVs) established by both Korean and Japanese firms. Furthermore, this study investigates the moderating role of customers’ patriotism on the relationship between three factors (product quality, product price, and corporate image) and customers’ purchase intentions. Through empirical examinations utilizing structural equation modeling, the study reveals that both product price and the image of IJVs play pivotal roles in stimulating customer purchases. However, interestingly, product quality is not identified as a significant driver of purchases. In particular, the study did not find any moderating effects related to patriotism, despite the general perception of Koreans holding deep-seated antagonism toward Japan. Based on these findings, this research provides valuable insights for Japanese multinational corporations.