• Journal of Practical Agriculture & Fisheries Research
• /
• v.20 no.1
• /
• pp.19-34
• /
• 2018

This study was initiated because many studies would be necessary to promote Korean ginseng products when the sales of Korean ginseng are declining and many Korean ginseng farmers are facing economic difficulties. The increase in domestic sales is important, but this study is targeting for foreigner's perceptions of Korean ginseng and how to improve the products. The goal of this study is to analyze how to increase their purchase intentions of Korean ginseng products. Questionnaire survey research methods were used to learn more about making certain improvements to ginseng products, consumers are hoping, how affect their perceptions and purchase intentions of Korean ginseng, as well as how foreigners' perceptions of Korean ginseng products affects purchase intentions. Because it's difficult to find any studies about foreigner's Korean ginseng purchase intentions, the survey was expanded to include how people take care of their health, the accessibility of purchasing ginseng products, psychological factors as well as consumer characteristics, satisfaction with Korean ginseng, and intentions of buying Korean ginseng products. The result of the analysis on how making certain desired improvements to and perceptions of Korean ginseng products affect purchase intentions indicated that Korean ginseng perceptions highly affected the purchase intentions; however making certain improvements to ginseng products showed a low impact on the purchase intentions. In other words, making certain improvements, such as convenience of the ginseng products, doesn't affected Korean ginseng purchase intentions directly. On the other hand, it showed that the usefulness, its high quality, and safety trust of Korean ginseng have a big impact on purchasing intentions. If the ginseng that is grown and processed in Korea is better promoted for its high value, the Korean ginseng farmers who are facing many economic difficulties will be able to raise their income.

• Journal of Distribution Research
• /
• v.16 no.3
• /
• pp.1-32
• /
• 2011

I. Introduction: In Chinese electronics industry, the local wholesalers are still dominant but power is rapidly swifting from wholesalers to retailers because in recent foreign big retailers and local mass merchandisers are growing fast. During such transient period, conflicts among channel members emerge important issues. For example, when wholesalers who have more power exercise influence strategies to maintain status, conflicts among manufacturer, wholesaler, and retailer will be intensified. Korean electronics companies in China need differentiated channel strategies by dealing with wholesalers and retailers simultaneously to sell more Korean products in competition with foreign firms. For example, Korean electronics firms should utilize 'guanxi' or relational quality to form long-term relationships with whloesalers instead of power and conflict issues. The major purpose of this study is to investigate the impact of conflict, dependency, and influence strategies between local Korean-products-selling retailers and wholesalers on performance in Chinese electronics distribution channels. In particular, this paper proposes effective distribution strategies for Korean electronics companies in China by analyzing moderating effects of 'Guanxi'. II. Literature Review and Hypotheses: The specific purposes of this study are as follows. First, causes of conflicts between local Korean-products-selling retailers and wholesalers are examined from the perspectives of goal incongruence and role ambiguity and then effects of these causes are found out on perceived conflicts of local retailers. Second, the effects of dependency of local retailers upon wholesalers are investigated on local retailers' perceived conflicts. Third, the effects of non-coercive influence strategies such as information exchange and recommendation and coercive strategies such as threats and legalistic pleas exercised by wholesalers are explored on perceived conflicts by local retailers. Fourth, the effects of level of conflicts perceived by local retailers are verified on local retailers' financial performance and satisfaction. Fifth, moderating effects of relational qualities, say, 'quanxi' between wholesalers and retailers are analyzed on the impact of wholesalers' influence strategies on retailers' performances. Finally, moderating effects of relational qualities are examined on the relationship between conflicts and performance. To accomplish above-mentioned research objectives, Figure 1 and the following research hypotheses are proposed and verified. III. Measurement and Data Analysis: To verify the proposed research model and hypotheses, data were collected from 97 retailers who are selling Korean electronic products located around Central and Southern regions in China. Covariance analysis and moderated regression analysis were employed to validate hypotheses. IV. Conclusion: The following results were drawn using structural equation modeling and hierarchical moderated regression. First, goal incongruence perceived by local retailers significantly affected conflict but role ambiguity did not. Second, consistent with conflict spiral theory, the level of conflict decreased when retailers' dependency increased toward wholesalers. Third, noncoercive influence strategies such as information exchange and recommendation implemented by wholesalers had significant effects on retailers' performance such as sales and satisfaction without conflict. On the other hand, coercive influence strategies such as threat and legalistic plea had insignificant effects on performance in spite of increasing the level of conflict. Fourth, 'guanxi', namely, relational quality between local retailers and wholesalers showed unique effects on performance. In case of noncoercive influence strategies, 'guanxi' did not play a role of moderator. Rather, relational quality and noncoercive influence strategies can serve as independent variables to enhance performance. On the other hand, when 'guanxi' was well built due to mutual trust and commitment, relational quality as a moderator can positively function to improve performance even though hostile, coercive influence strategies were implemented. Fifth, 'guanxi' significantly moderated the effects of conflict on performance. Even if conflict arises, local retailers who form solid relational quality can increase performance by dealing with dysfunctional conflict synergistically compared with low 'quanxi' retailers. In conclusion, this study verified the importance of relational quality via 'quanxi' between local retailers and wholesalers in Chinese electronic industry because relational quality could cross out the adverse effects of coercive influence strategies and conflict on performance.