2018 동계올림픽 유치에 따른 국가이미지가 국가 브랜드이미지 및 소비태도에 미치는 영향

Abstract

The purpose of this study is to identify the relationships among national image with hosting 2018 Winter Olympics, brand image, and consumer purchase intention. For this purpose, this study was conducted to 284 subjects living in Seoul, Korea. The data were analyzed by SPSSWIN Ver. 15.0 and AMOS 7.0. The statistical significance level was set at α<.05. Results are as follows: First, political image, education image, or cultural image of nation image was not found to have a significant influence on brand image, but economic image was found to have a significant influence on brand image. Second, any of political image, education image, cultural image, or economic image of nation image was not found to have a significant influence on consumer purchasing intention. Third, product image, or price image was not found to have a significant influence on consumer purchasing intention, but satisfaction image was found to have a significant influence on bconsumer purchasing intention.