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Consumers Intention to Purchase Foreign Brands
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소비자들의 외국 브랜드 구매의도에 관한 연구

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Type
Academic journal
Author
Yang Yu (VIVA AD Design) Yeongwoong Hwang (한국은행)
Journal
Research Institute of Industry and Economy Asia-Pacific Journal of Business & Commerce Vol.8 No.2 KCI Accredited Journals
Published
2016.8
Pages
37 - 54 (18page)

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Consumers Intention to Purchase Foreign Brands
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Research history (2)

2016

Consumers" Intention to Purchase Foreign Brands
Yang Yu ,  Yeongwoong Hwang Asia-Pacific Journal of Business & Commerce 2016.08 Academic journal

2014

Consumers'' Intention to Purchase Foreign Brands
우양 무역학(무역학) 2014.01 Thesis
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Abstract· Keywords

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The current study aims to understand Korean consumers" purchase behavior of foreign brands and to provide an insight for Chinese firms to explore Korean market potential. Most of the accepted consumer behavior models and marketing principles have been applied to the United States of America and few other countries. To this end, the study seeks to develop an integrated behavioral intention model incorporating the two modified Fishbein"s models―Lee"s modified Fishbein"s model and Ajzen"s theory of planned behavior and to empirically test the model.
Data from a total of 213 usable surveys were collected from Korean college students at a university located in Jeonju, the Republic of Korea. The results reveal that attitude toward a Chinese brand, subjective norm, perceived behavioral control, and social influence have impacts on Korean consumers" intentions to purchase the brand.
Because these factors are significant factors influencing purchase intention, Chinese firms need to create a positive attitude toward Chinese brands and should target consumers having good enough resources.
This study is one of the first research attempts to integrate two behavioral intention models to study the purchase intention of Korean consumers toward foreign brands. However, the generalization of the findings is cautioned because the findings may vary by regions and by demographic backgrounds.
#한국 시장 #외국 브랜드 #구매행동 #구매의도 #중국 브랜드 #Korean market #foreign brands #purchase behavior #behavioral intention #Chinese brands

Contents

요약
Abstract
1. 서론
2. 이론적 프레임워크
3. 연구방법
4. 실증분석과 결과
5. 결론
참고문헌

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