Human Ecology Research

The Korean Home Economics Association (대한가정학회)
권호 표지
DOI QR코드

DOI QR Code

Effect of Country Image on Product Evaluation and Purchase Intention of Korean Products: Evidence from Vietnam, Indonesia, and Malaysia

동남아시아 소비자의 한국 국가이미지가 한국제품 평가 및 구매의도에 미치는 영향: 베트남, 인도네시아, 말레이시아를 중심으로

  • Cho, Eunsun (Department of Consumer Science, Seoul National University) ;
  • Lee, Jin-Myong (Department of Consumers' Life Information, Chungnam National University) ;
  • Rha, Jong-Youn (Department of Consumer Science, Seoul National University)
  • 조은선 (서울대학교 소비자학과) ;
  • 이진명 (충남대학교 소비자생활정보학과) ;
  • 나종연 (서울대학교 소비자학과)
  • Received : 2016.10.02
  • Accepted : 2017.01.25
  • Published : 2017.04.30
Download PDF
⟨ Previous Next ⟩

Abstract

This study examined the effects of the cognitive and affective country image of Korea on product evaluation and purchase intention for Korean products. The research model was developed from relevant literature based on the halo effect model and data was collected using a self-administered online survey of 772 Southeast Asian consumers from Vietnam, Indonesia, and Malaysia. The major findings are as follows. First, analysis of variance revealed that Vietnam consumers have a significantly positive perception compared to Indonesia and Malaysia, regarding the affective country image and purchase intention towards Korean products. Second, results from structural equation model showed that the affective country image has significantly positive effects on product evaluation and purchase intention, which means the affective country image is directly and indirectly connected to purchase intention towards Korean products. However, cognitive country image only has an indirect effect on purchase intention. Third, the results of comparing path coefficient among three countries showed that the direct effect is more effective for consumers in Indonesia and Malaysia, whereas indirect effect has a stronger effect on consumers in Vietnam. Academically, this study contributes to an expansion of understanding the effects of country image by empirically proving the different roles of cognitive and affective dimensions for country image. This study provides practical implications for developing marketing communication strategies for businesses that hope to penetrate Southeast Asian countries.

Keywords

References

  1. Ahmed, Z. U., Johnson, J. P., Ling, C. P., Fang, T. W., & Hui, A. K. (2002). Country-of-origin and brand effects on consumers’ evaluations of cruise lines. International Marketing Review, 19(3), 279-302. https://doi.org/10.1108/02651330210430703
  2. Bae, I. H., & Kim, H. S. (2011). A Korean wave diffusion strategy through success of culture contents in Thailand. Journal of Product Research, 29(5), 21-32.
  3. Bagozzi, R. P., & Edwards, J. R. (1998). A general approach for representing constructs in organizational research. Organizational Research Methods, 1(1), 45-87. https://doi.org/10.1177/109442819800100104
  4. Choi, J. W., & Duong, T. H. (2014). A study on entry strategies of the Vietnamese distribution market of Korean firms. Journal of International Trade & Commerce, 10(3), 569-585. https://doi.org/10.16980/jitc.10.3.201406.569
  5. Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention and behavior: An introduction to theory and research. Reading, MA: Addison-Wiley.
  6. Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50. https://doi.org/10.2307/3151312
  7. Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2006). Multivariate data analysis. Upper Saddle River, NJ: Pearson Prentice Hall.
  8. Han, C. M. (1989). Country image: Halo or summary construct? Journal of Marketing Research, 26(2), 222-229. https://doi.org/10.2307/3172608
  9. Han, C. M., & Terpstra, V. (1988). Country-of-origin effects for uni-national and bi-national products. Journal of International Business Studies, 19(2), 235-255. https://doi.org/10.1057/palgrave.jibs.8490379
  10. Hilton, J. L., & von Hippel, W. (1996). Stereotypes. Annual Review of Psychology, 47(1), 237-271. https://doi.org/10.1146/annurev.psych.47.1.237
  11. Jeon, J. G., Kim, S. N., & Lee, H. S. (2015). A study on economic impact of Korean wave 2014. Seoul: Korea Trade-Investment Promotion Agency.
  12. Jeon, J. G., Kim, S. N., Lee, H. S., Lee, H. O., & Kim, Y. M. (2016). A study on economic impact of Korean wave 2015. Seoul: Korea Trade-Investment Promotion Agency.
  13. Joo, C. M. (2013). Analysis of causes behind the “anti-Korean wave” phenomenon against the Korean wave content and their countermeasures: With a focus on China and Japan. Journal of Diaspora Studies, 7(2), 137-160.
  14. Kaynak, E., Kucukemiroglu, O., & Hyder, A. S. (2000). Consumers' countryof-origin (COO) perceptions of imported products in a homogeneous less-developed country. European Journal of Marketing, 34(9-10), 1221-1241. https://doi.org/10.1108/03090560010342610
  15. Keegan, W. J., & Green, M. C. (2015). Global marketing. Boston, MA: Pearson Education.
  16. Kim, S., Kim, M., Agrusa, J., & Lee, A. (2012). Does a food-themed TV drama affect perceptions of national image and intention to visit a country? An empirical study of Korea TV drama. Journal of Travel & Tourism Marketing, 29(4), 313-326. https://doi.org/10.1080/10548408.2012.674869
  17. Kim, S. J. (2012). The characteristics of the Korean wave in Southeast Asia and the transnational flow of cultural taste. Broadcasting & Communication, 13(1), 5-54.
  18. Knight, G. A., & Calantone, R. J. (2000). A flexible model of consumer country-of-origin perceptions: A cross-cultural investigation. International Marketing Review, 17(2), 127-145. https://doi.org/10.1108/02651330010322615
  19. Korea Creative Content Agency. (2015). The plan for extending contents industry toward Southeast Asia market. Sejong: Ministry of Culture, Sports and Tourism.
  20. Korea Trade-Investment Promotion Agency. (2014). The analysis of business opportunity and the strategic usage methods of Hallyu in Asia (global market report no. 14-056). Seoul: Korea Trade-Investment Promotion Agency.
  21. Korea Trade-Investment Promotion Agency. (2015). The global trend report: Reverse direct buying online market (global market report no. 15-004). Seoul: Korea Trade-Investment Promotion Agency.
  22. KPMG International. (2016). The trend report for foreign direct buying and reverse direct buying: Reverse direct buying surpasses foreign direct buying. Amstelveen: KPMG International.
  23. Lee, O. Y., & Kang, K. S. (2006). Country-of-origin effect caused by Korean wave in Japan. International Commerce and Information Review, 8(4), 231-254.
  24. Martin, I. M., & Eroglu, S. (1993). Measuring a multi-dimensional construct: Country image. Journal of Business Research, 28(3), 191-210. https://doi.org/10.1016/0148-2963(93)90047-s
  25. Ministry of Foreign Affairs and Trade. (2003). The main issues in the emerging market and the analysis for expanding market environment: The guidebook to starting business in the new market. Seoul: Ministry of Foreign Affairs and Trade.
  26. Nagashima, A. (1970). A comparison of Japanese and U.S. attitudes toward foreign products. Journal of Marketing, 34(1), 68-74. https://doi.org/10.2307/1250298
  27. Park, H. J. (2016). A study on market penetration strategy of Korean cosmeceutical firm's for Southeast Asia: Focusing on Vietnam, Indonesia, Malaysia and the Philippines (Unpublished doctoral dissertation). Soongsil University, Seoul, Korea.
  28. Park, S. S., & Yang, S. S. (2014). A study on the image of Korea and Korean products from the perspectives of Chinese viewers of K-drama. Journal of China Area Studies, 1(1), 1-33.
  29. Rha, J. Y., Han, G. H., Lee, J. M., Yoon, J. S., & Lee, H. R. (2012). An exploratory study on the country of origin image of baby products. Journal of Consumer Policy Studies, (42), 73-99. https://doi.org/10.15723/jcps..42.201208.73
  30. Roth, K. P., & Diamantopoulos, A. (2009). Advancing the country image construct. Journal of Business Research, 62(7), 726-740. https://doi.org/10.1016/j.jbusres.2008.05.014
  31. Schooler, R. D. (1965). Product bias in the central American common market. Journal of Marketing Research, 2(4), 394-397. https://doi.org/10.2307/3149486
  32. Song, J. E. (2014). The roles of both business Hallyu and cultural Hallyu to build the brand images of Korea: The case study of the brand images of Korea in Indonesia. The Journal of Hallyu Business, 1(1), 109-142.
  33. Statistics Korea. (2016). Online direct sales and purchasing trends for the first quarter of 2016. Daejeon: Statistics Korea.
  34. Thorndike, E. L. (1920). A constant error in psychological ratings. Journal of Applied Psychology, 4(1), 25-29. https://doi.org/10.1037/h0071663
  35. Verlegh, P. W. J., & Steenkamp, J. B. E. (1999). A review and metaanalysis of country-of-origin research. Journal of Economic Psychology, 20(5), 521-546. https://doi.org/10.1016/s0167-4870(99)00023-9
  36. Wang, C. L., Li, D., Barnes, B. R., & Ahn, J. (2012). Country image, product image and consumer purchase intention: Evidence from an emerging economy. International Business Review, 21(6), 1041-1051. https://doi.org/10.1016/j.ibusrev.2011.11.010

Cited by

  1. 보건의료 초청연수에 따른 국가이미지 인식 변화에 관한 연구 vol.8, pp.11, 2017, https://doi.org/10.15207/jkcs.2017.8.11.203
  2. 말레이시아 소비자의 한국식품 인지도 및 선호도 분석 vol.33, pp.3, 2017, https://doi.org/10.7318/kjfc/2018.33.3.207
  3. 20대 이란 여성 소비자의 한류 상품 구매의사결정과정에 관한 탐색적 연구 -뷰티 제품과 패션 제품을 중심으로- vol.43, pp.1, 2017, https://doi.org/10.5850/jksct.2019.43.1.33
  4. 인도네시아 소비자의 한국식품 구매의도 영향요인 분석 vol.34, pp.5, 2019, https://doi.org/10.7318/kjfc/2019.34.5.543
  5. 베트남 여성 유학생의 한류 문화 수용과 이상적 미 내면화 경험에 대한 질적 연구 vol.22, pp.4, 2017, https://doi.org/10.5805/sfti.2020.22.4.456