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논문 기본 정보

자료유형
학술저널
저자정보
이봉수 (단국대학교)
저널정보
한국무역학회 무역학회지 貿易學會誌 第34卷 第2號
발행연도
2009.4
수록면
73 - 90 (18page)

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초록· 키워드

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The purpose of this study was to establish the causal structural model among country image and brand personality associated with consumers' selection of goods. The specific objectives were 1) to analyze the effects of country image on consumers' selection of goods, 2) to analyze the effects of brand personality on consumers' selection of goods, 3) to analyze the effects of country image on brand personality, 4) to analyze the mediating effects of brand personality between country image and consumers' selection of goods.
The SPSS program for window and LISREL program were used to analyze the data for this study. The statistical method used in this study was the covariance structure analysis estimating parameters by maximum likelihood method. Path coefficients were tested for t-tests with a statistical significance level of .05. The conclusions of this study are as follows:
First, the result of this analysis revealed a generally fit to the data: X²=121.82(p>.05); X²/df=41; RMSEA=.078; GFI=.92; CFI=.90; IFI=.90; NFI=.88; NNFI=.85. Second, country image had positive effects on consumers' selection of goods (β=.53, p<.0l). Third, brand personality in had positive effects on consumers' selection of goods(β=.45, p<.01). Fourth, country image had positive effects on brand personality (β=.26, p<.01). Fifth, the indirect effect of country image on consumers' selection of goods were mediated by brand personality (β=.12, p<.05). It showed that brand personality mediated the effects of country image on consumers' selection of goods.

목차

Ⅰ. 서론
Ⅱ. 이론적 고찰
Ⅲ. 연구 방법
Ⅳ. 연구 분석과 결과
Ⅴ. 결론
참고문헌
Abstract

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