인도네시아인의 한국 국가 이미지와 패션 제품 평가가 제품 구매의도에 미치는 영향The Effect of Indonesian’s Korean National Image and Product Evaluation on Purchase Intension of Korean Fashion Product
- Other Titles
- The Effect of Indonesian’s Korean National Image and Product Evaluation on Purchase Intension of Korean Fashion Product
- Authors
- 나성민; 이윤아; 이지연
- Issue Date
- Jun-2016
- Publisher
- 한국의상디자인학회
- Keywords
- National image; Product evaluation; Korea fashion product; Purchase intension; Indonesia customer; 국가 이미지; 제품 평가; 한국 패션 제품; 구매의도; 인도네시아 소비자
- Citation
- 한국의상디자인학회지, v.18, no.2, pp.79 - 92
- Indexed
- KCI
- Journal Title
- 한국의상디자인학회지
- Volume
- 18
- Number
- 2
- Start Page
- 79
- End Page
- 92
- URI
- https://scholarworks.bwise.kr/hanyang/handle/2021.sw.hanyang/154434
- ISSN
- 1229-7240
- Abstract
- The purpose of this study was to examine the effect of Indonesian’s Korean national image and product evaluation on purchase intension of Korean fashion products. The survey was carried out on November, 2014 through online. And the subjects of this study were living in Indonesia. The results of this study were as follows. First, in Indonesia customers showed favorable attitudes towards Korean national image and the assessment of Korean fashion products. Also their purchase intension of products was comparatively high. The customers who purchased more Korean fashion products were more likely to have high purchase intension of them. Second, among the three factors of Korean national image, the advancement and national character had positive influence on the intrinsic attributes of Korean fashion products. Also, the product competitiveness and national character had positive effect on the extrinsic attributes. Third, the product competitiveness and extrinsic attributes had positive influence on the purchase intension on them. In conclusion, Korean national image affects evaluation and purchase intension of Korean fashion products. It is necessary to improve Korea national image within Indonesia fashion market. And it will be a good way of marketing to promote product power of Korea fashion product to Indonesian.
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