지각된 다중 위험성과 제품지식이 중국 브랜드 구매에 미치는 영향에 관한 연구

초록

As the society develops, the factors which influencing consumers' purchase intentions are becoming diverse. The purpose of this study is to identify the factors that may affect the purchase intention of Chinese products which are recognized as 'low quality' for consumers. At first, to examining Perceived risk of Chinese which have been recognized from customer on Chinese Product, we have examined relationship on Perceived quality of Chinese product from psychological, functional and social risks. Second, we have examined relationship on attitude formation of Chinese brand from perceived quality of Chinese product. In addition, the effects of the product knowledge and the LOHAS tendency on the relationship between perceived multiple risk and purchase intention were confirmed by the moderating effect. The results of this study suggest that Chinese products with a negative image of 'low quality' should have a marketing strategy to reduce functional and social risks when planning new product launches. In addition, companies will have to devise a method that product knowledge can be effectively communicated to consumers.

키워드