원산지일치도와 가격수준에 따른 의류 제품평가

Abstract

Evaluations of fashion products are often influenced by consumers' knowledge of the country where the products were made in. As globalization progresses, country-of-origin information is widely regarded as an powerful cue on consumers' shopping behavior. The purpose of study was to examine the consumer evaluation of apparel products withuni-national or bi-national country of origin. The effect of price level and gender were also investigated. The empirical research design took 2×2 factorial design with the country-of-origin coincidence (uni-national vs. bi-national) and price (high vs. low) of gender (male vs. female). Consumers' ethnocentrism and country-of-origin interest were taken into account as covariates in the factorial design. The consumers' evaluation of fashion products was measured in terms of brand attitudes and product attitudes. Data from 514 respondents were analyzed with t-test, one-way ANOVA, two-way ANOVA, and ANCOVA by using the SPSS 17.0. Results of this study affirmed the importance of price information rather than country-of-origin coincidence in brand attitudes and product attitudes. Only for male consumers, interaction effects of price and country-of-origin coincidence had significant effects on utilitarian attitude. Effects of two covariate variables included in the study were significant for female respondents but not for male respondents.