Earticle

초록

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.

목차

Abstract
 Ⅰ. 서론
 Ⅱ. 이론적 배경 및 가설설정
 Ⅲ. 연구 모형 및 연구 방법
 Ⅳ. 실증분석 결과
 Ⅴ. 결론 및 향후 연구과제
 참고문헌

키워드

저자

• 이상하 [ Sangha Lee | 부산대학교 무역학부 시간강사 ] 제1연구자
• 하충룡 [ Choong-Lyong Ha | 부산대학교 무역학부 교수 ] 교신저자

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  무역통상학회지 [Journal of Korea Research Association of International Commerce]

• 간기

  격월간

• pISSN

  1738-4354

• 수록기간

  2001~2025

• 등재여부

  KCI 등재

• 십진분류

  KDC 326 DDC 380