Earticle

초록

영어

This study applies the country of manufacture theory into the cosmetics industry to find if the country of manufacture (COM) affects consumers’ product attitude and if some factors moderate this effect. It uses innisfree Air Cushion, a Korean cosmetic made in China as a research object. That is, it uses an object whose COB is Korea, and whose COM is China. The first objective of this study is to examine if the COM has an effect on consumers’ product attitude. Second, it examines if product involvement and brand familiarity have effect on consumers’ product attitude as important marketing factors. Third, it examines if the product involvement and brand familiarity could relieve the negative relationship between the COM and product attitude. The findings are similar to most previous studies. It tells that the country of manufacture is still significant to Chinese consumer’s attitude towards cosmetics products, and product involvement has a positive relationship with product attitude is consistent with those of previous studies. However, the finding shows that product involvement does not moderate the effect of the COM on product attitude. Our hypothesis that brand familiarity is significant to consumer’s product attitude and moderate the COM attitude on product attitude in the negative direction is not rejected. When consumers are familiar with the brand, they usually have a positive product attitude. The brand also moderates the COM effect negatively so that if brand familiarity is high, they may have relatively positive attitude towards the product regardless of COM effect. High brand familiarity and brand awareness is the most important factor for marketing managers of multinational companies.

목차

Abstract
 1. Introduction
  1.1 Web atmosphere
  1.2 Korean Cosmetics in China
 2. Literature Review and Research Model
  2.1 Country, Brand and Product Involvement as Information Cues
  2.2 Country, Brand and Product Involvement as Information Cues
 3. Methodology
  3.1 Survey object
  3.2 Variables
  3.3 Data collection
 4. Results
  4.1 Demographic Information
  4.2 Factor Analysis
  4.3 Multiple regression analysis
 5. Discussion and Conclusion
  5.1 Findings
  5.2 Discussion of Moderating Effect
  5.3Managerial Implication
  5.4 Limitations
 References

키워드

저자

• Nam, Youngho [ Kookmin University, Korea ] Corresponding author
• Piao Shanji [ Kookmin University, Korea ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  Journal of China Studies

• 간기

  계간

• pISSN

  1975-5902

• eISSN

  3022-5590

• 수록기간

  2006~2026

• 등재여부

  KCI 등재

• 십진분류

  KDC 912 DDC 951