Korean Journal of Agricultural Science (농업과학연구)

Institute of Agricultural Science, CNU (충남대학교 농업과학연구소)
권호 표지
DOI QR코드

DOI QR Code

Korean country-specific-advantage factors on Chinese consumer's buying intention of Korean rice: focus on the Shanghai area

  • Yang, Suk-Joon (Division of Business Administration, Sangmyung University)
  • Received : 2019.08.02
  • Accepted : 2019.10.30
  • Published : 2019.12.31
Download PDF
⟨ Previous Next ⟩

Abstract

The purpose of this study was to investigate how subcategories of the country-specific-advantage (CSA), which has been discussed in previous studies, affect the buying intention of Korean rice. After reviewing existing studies and examining research models based on them, a research model was verified by questionnaires and statistical analysis. The results of the surveys and statistical analyses reveal that the CSA factors presented in previous studies can also be applied in the context of Korean rice products. The results show that environmental resource, cultural resource and visual element factors influenced the buying intention through perceived quality. In addition, cultural resource perception factors have a direct effect on buying intention. This is consistent with previous studies showing that emotional communication approaches are ineffective for products that are perceived to have functional characteristics. Based on the results of this study, it was confirmed that CSA factors are suitable for the product and export target area. Strategic implications are suggested in that it is necessary to build marketing strategies to improve the perceived quality by the four factors. The theoretical implications are as follows. The sub-factors that constitute COI may have a negative effect and a positive effect; thus, it is necessary to utilize CSA when considering the product and country characteristics. The CSA factors revealed in previous studies are also significant in other regions and products. Finally, the theoretical implication is that consumers use CSA as a clue to evaluate quality.

Keywords

References

  1. Agarwal S, Teas RK. 2004. Cross-national applicability of a perceived risk-value model. Journal of Product & Brand Management 13:242-256. https://doi.org/10.1108/10610420410546952
  2. Ahn JS, Li DJ. 2007. Regional differences of country image effect in China's domestic market. International Business Journal 18:99-130. [in Korean]
  3. Anholt S. 2005. Some important distinctions in place branding. Place Branding and Public Diplomacy 1:116-121. https://doi.org/10.1057/palgrave.pb.5990011
  4. Bagozzi R, Yi YJ. 1988. On the evaluation of structural equation models. Journal of the Academy of Marketing Science 16:74-94. https://doi.org/10.1007/BF02723327
  5. Barney JB, Ketchen DJ, Mike W. 2011. The future of resource-based theory revitalization or decline? Journal of Management 37:1299-1315. https://doi.org/10.1177/0149206310391805
  6. Barney JB, Wright PM. 1998. On becoming a strategic partner: The role of human resources in gaining competitive advantage. Human Resource Management 37:31-46. https://doi.org/10.1002/(SICI)1099-050X(199821)37:1<31::AID-HRM4>3.0.CO;2-W
  7. Beneke J, Flynn R, Greig T, Mukaiwa M. 2013. The influence of perceived product quality, relative price and risk on customer value and willingness to buy: A study of private label merchandise. The Journal of Product and Brand Management 22:218-228. https://doi.org/10.1108/JPBM-02-2013-0262
  8. Bhaumik SK, Driffield N, Zhou Y. 2016. Country specific advantage, firm specific advantage and multinationality - sources of competitive advantage in emerging markets: Evidence from the electronics industry in China. International Business Review 25:165-176. https://doi.org/10.1016/j.ibusrev.2014.12.006
  9. CAI Y. 2002. Country-of-origin effects on consumers' willingness to buy foreign products: An experiment in consumer decision making. Master dissertation, University of Georgia, USA.
  10. Carneiro J, Faria F. 2016. Quest for purposefully designed conceptualization of the country-of-origin image construct. Journal of Business Research 69:4411-4420. https://doi.org/10.1016/j.jbusres.2015.12.075
  11. Chao P, Papadopoulos N, Heslop L. 1995. Product-country images: Impact and role in international marketing. Journal of Marketing 59:115. https://doi.org/10.2307/1252079
  12. Chong YK, Kim MJ, Shin SH. 2011. The effect of the country-of-origin, brand image, product evaluation on the coffee specialty stores. Journal of Tourism and Leisure Research 23:191-210. [in Korean]
  13. Cuervo-Cazurra A, Ramamurti R. 2017. Home country underdevelopment and internationalization: Innovation-based and escape-based internationalization. Competitiveness Review: An International Business Journal 27:217-230. https://doi.org/10.1108/CR-04-2016-0021
  14. Herz MFl, Diamantopoulos A. 2013. Activation of country stereotypes: Automaticity, consonance, and impact, Journal of the Academy of Marketing Science 41:400-417. https://doi.org/10.1007/s11747-012-0318-1
  15. Joe ST. 2010. A case study analysis of factors on visual expression in brand identity focus on IT enterprises which recently changed its symbols and logos. Journal Korea Society of Visual Design Forum 29:359-368. [in Korean]
  16. Ju EY, Ko SH. 2012. The effect of demographic characteristics and quality recognition factors on purchase intention of organic wine. The Korean Journal of Food and Nutrition 25:348-356. [in Korean] https://doi.org/10.9799/ksfan.2012.25.2.348
  17. Jung J, Su X, Baeza M, Hong SK, 2008. The effect of organizational culture stemming from national culture towards quality management deployment. The Total Quality Management Journal 20:622-635.
  18. Kim HJ, Kim PS. 2018. The effects of LOHAS management of restaurant franchise firm on purchase intention: Verification for mediated effects of perceived values, perceived quality, and corporate image. International Journal of Tourism Management and Sciences 33:19-41. [in Korean] https://doi.org/10.21719/ijtms.33.5.2
  19. Kim KS, Kang HS. 2010. The influence that cognitive and emotional responses have on product attitudes and purchase intention in visual image of the package. Journal Korea Society of Visual Design Forum 28:197-210. [in Korean]
  20. Kim KS, Oh SH, An DH. 2013. An analysis of the value of regional brand index by using AHP. Journal of Korean Society of Rural Planning 19:95-104. [in Korean] https://doi.org/10.7851/ksrp.2013.19.4.095
  21. Kim MT. 2011. The study on the influences of national image and corporate image on brand equity - focused on the comparison between Chinese brands and global brands -. Management Information Systems Review 30:187-209. [in Korean] https://doi.org/10.29214/damis.2011.30.1.008
  22. Kim SH, Oh SH. 2002. The determinants of repurchase intentions in the service industry: Customer value, customer satisfaction, switching costs, and attractiveness of alternatives. Korea Marketing Review 17:25-55. [in Korean]
  23. Kim SH, Ryu IH, Lee KY. 2016. A study on the purchase behavior of Chinese consumers about environmentfriendly agricultural products. Korean Journal of Agricultural Science 43:459-467. [in Korean] https://doi.org/10.7744/kjoas.20160049
  24. Kim SW, Jang YH. 2011. Antecedents and consequences of national image: Comparison between South Korea and United States. Korean Journal of Business Administration 24:381-400. [in Korean]
  25. Ko MA, Lee CW. 2014. A study on the effects of service quality's perceptional difference based on cultural capital on satisfaction of dining-out customer. Journal of Foodservice Management 17:237-265. [in Korean]
  26. Lee CS, Lee JR, Seo MK. 2006. An empirical study of two-way effects on country image of KOREA and corporate image - a focus on Chinese consumer of SAMSUNG electronics -. International Commerce and Information Review 8:323-341. [in Korean]
  27. Lee JH. 2015. Recognition of South Korean image and product brand image of selected Korean corporates by American customers. Journal of International Trade Commerce 11:657-674. [in Korean] https://doi.org/10.16980/JITC.11.6.201512.657
  28. Lee JJ, Dai YS. 2016. The relationship between LOHAS image, perceived quality, perceived value and sttitude of testaurant in China: Moderating effect of gender. Korean Journal of Hotel Administration 25:79-95. [in Korean]
  29. Lee KW. 2012. A case study for special contents of local brand -focus on attractions and products in Nagoya Japan-. Research Bulletin of Package Culture Design 30:13-22. [in Korean]
  30. Lee MJ. 2018. 2017 GDP analysis of China. Bio Economy Brief 37:1-6 [in Korean]
  31. Lee MS. 2003. Service marketing. HyungSeul, Seoul, Korea. [in Korean]
  32. Lee OH, Kim JS. 2008. Transactions: A study of the service quality, perceived price and product quality, and store image on store loyalty. Journal of The Korean Scociety of Clothing and Textiles 32:1548-1558. [in Korean] https://doi.org/10.5850/JKSCT.2008.32.10.1548
  33. Lim JH, Park SH. 2015. The influence of background music of TV home shopping on purchase intent of customers. Design Convergence Study 14:277-292. [in Korean]
  34. Lim JW, Kim JI, Hong ST, Yi YJ. 2010. Consumer behavior. Kyungmoonsa, Seoul, Korea. [in Korean]
  35. Muralidharan S, Xue F. 2016. Personal networks as a precursor to a green future: A study of green consumer socialization among young millennials from India and China. Young Consumers 17:226-242. https://doi.org/10.1108/YC-03-2016-00586
  36. Nam SM. 2019. The moderating role of manufacture origin image, brand globalness and conspicuous consumption in country of origin effects: Focused on BMW, made in China. Koreanische Zeitschrift fuer Wirtschaftswissenschaften 37:23-43. [in Korean] https://doi.org/10.18237/KDGW.2019.37.1.023
  37. Oh JS, Jang HY, Lee JY. 2012. The effects of perceived country images on education service quality, trust, and country attitude: Focused on foreign students. International Business Review 16:25-48. [in Korean]
  38. Park MJ. 2009. Online product information and visual imagery: Effects on mood and perceived product quality. Family and Environment Research 47:23-34. [in Korean]
  39. Seo KS, Lee AJ. 2014. The effect of consumer perception and purchasing intention on menu description of country-of-origin in family restaurant. Journal of Foodservice Management 17:97-118. [in Korean]
  40. Shafie F, Denise R. 2012. Consumer perceptions towards organic food. Social and Behavioral Sciences (Procedia) 49:360-367. https://doi.org/10.1016/j.sbspro.2012.07.034
  41. Shan W, Hamilton W. 1991. Country╶ Specific advantage and international cooperation. Strategic Management Journal 12:419-432. https://doi.org/10.1002/smj.4250120603
  42. Snoj B, Pisnik A, Mumel D. 2004. The relationships among perceived quality, perceived risk and perceived product value. Journal of Product & Brand Management 13:156-167. https://doi.org/10.1108/10610420410538050
  43. Suter MB, Borini FM, Floriani DE, Silva D, Polo E. 2018. Country-of-origin image (COI) as a country-specific advantage (CSA): Scale development and validation of COI as a resource within the firm perspective. Journal of Business Research 84:46-58. https://doi.org/10.1016/j.jbusres.2017.11.006
  44. Thakor MV. 1996. Brand origin: Conceptualization and review. Journal of Consumer Marketing 13:27-42. https://doi.org/10.1108/07363769610147929
  45. Ulgado FM, Lee MK. 1998. The Korean versus American marketplace: Consumer reactions to foreign products. Psychology & Marketing 15:595-614. https://doi.org/10.1002/(SICI)1520-6793(199809)15:6<595::AID-MAR7>3.0.CO;2-1
  46. Van-Ittersum K, Candel MJ, Meulenberg MT. 2003. The influence of the image of a product's region of origin on product evaluation. Journal of Business Research 56:215-226. https://doi.org/10.1016/S0148-2963(01)00223-5
  47. Wandel M, Bugge A. 1997. Environmental concern in consumer evaluation of food quality. Food Quality and Preference 8:19-26. https://doi.org/10.1016/S0950-3293(96)00004-3
  48. Yang Q, Lee YC. 2016. Influencing factors on the lending intention of online peer-to-peer lending: Lessons from Renrendai.com. The Journal of Information Systems 25:79-110. [in Korean] https://doi.org/10.5859/KAIS.2016.25.2.79
  49. Yoo JH, Kim SH, Yoo JY. 2018. Factors affecting consumers' preferences for US beef. Korean Journal of Agricultural Science 45:905-916. [in Korean] https://doi.org/10.7744/KJOAS.20180092