• 한국컴퓨터정보학회:학술대회논문집
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• 한국컴퓨터정보학회 2023년도 제68차 하계학술대회논문집 31권2호
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• pp.709-710
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• 2023

Consumer attitudes and behaviors towards brands are not only related to the perception of corporate brand image but also to factors such as the image of the country of origin, the characteristics of the host country, and consumer individual traits. This article focuses on Chinese multinational companies and aims to study the impact of brand international image and country-of-origin brand image on consumer behavior. A model is constructed with brand international image and country-of-origin brand image as antecedent variables, host country characteristics and consumer traits as moderators, and consumer behavior as the outcome. This study employs a questionnaire survey method targeting foreign residents living in China as participants. The research findings reveal that during the internationalization process, both brand international image and country-of-origin brand image have a significant positive impact on consumer behavior, while host country characteristics and consumer traits play a moderating role. The conclusions of this research enrich the theoretical understanding of brand internationalization and explore the influencing factors of consumer behavior, providing a basis for decision-making for multinational company executives.

• 한국콘텐츠학회논문지
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• 제14권12호
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• pp.950-958
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• 2014

최근 들어 스마트폰의 급속한 확산이 이루어지면서 소셜 네트워크 서비스 이용이 증가되고 있으며 대고객 관계관리 및 브랜드 관리의 중요한 매체로서 소셜 네트워크 서비스에 대한 중요성이 커지고 있다. 본 연구는 소셜 네트워크 서비스에 대한 한국과 중국 이용자들 간에 SNS의 서비스품질과 선택행동에 대한 인식의 차이가 있는지를 살펴보는데 목적을 두었다. 연구목적 달성을 위해 서비스품질과 선택행동에 관련된 선행연구를 바탕으로 서비스품질과 선택행동의 하위 차원을 각각 도출한 후 이 요인들에 대한 T-test를 실시하였다. 실증분석 결과 SNS 이용에 있어 한 중 양국 이용자의 서비스품질이 유의한 차이가 있는 것으로 분석되었고, 선택행동도 유의한 차이가 있는 것으로 밝혀졌다. 이러한 결과는 SNS연구에 이론적 시사점 제공할 뿐만 아니라 해외 시장에 진출하려는 관련분야 기업들에게 도 실무적 시사점을 제공해 줄 수 있다.

• Asian Journal of Business Environment
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• 제4권1호
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• pp.37-40
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• 2014

Purpose - This objective of this study is to analyze the factors that impact Chinese consumers' purchasing intent for high-tech products. The study examines smart phones'features, Chinese personal consumer characteristics, and social influence. Research design, data, and methodology - The study employed survey data based on 200 questionnaires in principal Chinese cites between October and December 2011. SPSS 17.0 was employed to analyze the data used to test the hypotheses the analysis results confirmed some hypotheses proposed. Results - Hypothesis 1, Hypothesis 4, and Hypothesis 7 proposing that utilization, social image, and attractiveness, respectively, of smart phone elements influence the Chinese consumers' purchasing intent are supported. Conclusions - This study found the factors that impact purchasing intent for high-tech products among Chinese consumers, with some factors like social image, attractiveness, and utilization playing critical roles; however, hypotheses proposing factors such as ease of use, pleasantness, personal innovativeness, and compatibility were rejected. In future, more research focusing on the elements of smart phones is required.

• Journal of Microbiology and Biotechnology
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• 제34권8호
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• pp.1563-1579
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• 2024

More and more diterpenoids have attracted extensive attention due to the diverse chemical structures and excellent biological activities, and have been developed into clinical drugs or consumer products. The vast majority of diterpenoids are derived from plants. With the long-term development of plant medicinal materials, the natural resources of many plant diterpenoids are decreasing, and the biosynthetic mechanism of key active components has increasingly become a research hotspot. Using synthetic biology to engineer microorganisms into "cell factories" to produce the desired compounds is an essential means to solve these problems. In this review, we depict the plant-derived diterpenoids from chemical structure, biological activities, and biosynthetic pathways. We use representative plant diterpenes as examples to expound the research progress on their biosynthesis, and summarize the heterologous production of plant diterpenoids in microorganisms in recent years, hoping to lay the foundation for the development and application of plant diterpenoids in the future.

• 패션비즈니스
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• 제21권1호
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• pp.112-123
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• 2017

This study investigated if there are differences between Korean and Chinese consumers among the determinants of consumer complaint intention, type of complaint intention, and traits of complaining behavior. Sample subjects used in this study were female college students in Jeollabukdo and Jeollanamdo, Korea and Yunnam, China. Questionnaire data from 780 college students(Korea: 441, China: 339) were analyzed through a reliability analysis, factor analysis, frequence, mean, and multiple regression analysis. The results of the study were as follows. First, complaint intention of college students was divided into 3 factors, voice, private, and third party. Second, the findings of regression analysis for the total sample showed that the determinants of the factor 'voice' were the country, salespeople, product involvement, complaint cost, psychological tension, and social benefit. Whereas, the determinants of the factor 'private' were the producer, product involvement, psychological tension, and social benefit. Also, the determinants of the factor 'third party' were the country, oneself, salespeople, complaint cost, personal norms, and social benefit. Third, significant differences were indicated in the determinants of the 'voice', 'private' and 'third party' factors of complaint intention between Korean and Chinese consumers. Fourth, the complaint intention factors of 'voice' and 'third party' of Chinese consumers were higher than Korean consumers. Fifth, the attributions to dissatisfaction of Korean consumers were higher than Chinese consumers, and the product involvement, possibility for success, and consumer complaint attitudes of Chinese consumers were revealed to be higher than Korean consumers.

• 한국의상디자인학회지
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• 제17권2호
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• pp.173-184
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• 2015

This study examined the impacts of the cultural proximity of Chinese consumers on the image of both country and product, and investigated how they are related to purchase intention of Korea fashion. Subjects were Chinese female consumers in their 20s and 30s, living in Yangtze River delta and Seoul. The results of the study were as follows: 1) The cultural proximity had a significant influence on the country image and fashion product image. Chinese consumers with more emotional proximity had more positive attitude towards country image, such as politics, economics, technology, cultures and people image. And consumers who had higher interest in Korea and Korean culture evaluated the quality, design, value and reputation of Korean fashion more positively. 2) Chinese consumers with positive attitude towards people, technology and culture image seemed to prefer fashion product. Specifically, the dimensions of country image had a different influence on the fashion product image such as product quality, design, value, reputation. 3) The Korea country image and fashion product image had also affected on purchase intention of Korean fashion products. Consumers with positive attitude towards people and technology image had higher purchase intention of Korea fashion products. And consumers with positive attitude towards reputation, value and design of fashion products had higher purchase intention of fashion products.

• 가정과삶의질연구
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• 제32권2호
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• pp.117-130
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• 2014

Since 1992, with the beginning of trade between Korea and China, their commercial relationship has become closer than before. As a result of better quality of life, the consumers of the two countries value well-being more the before. Thus, this paper examined the information search, awareness, purchasing motivation, and purchasing intention of well-being food of Korean and Chinese consumers, and identified the dominant factors influencing the purchasing intentions of well-being food. Firstly, the information searches of well-being food showed significant differences between the Korean and Chinese consumers. Secondly, the awareness of well-being food between the consumers of the two countries did not show significant differences. Thirdly, the results about the purchasing motivation of well-being food showed that the Chinese consumers had stronger purchasing motivation related to 'social responsibility' than that of Korean consumers, and the differences were significant. Fourthly, the results on the purchasing intentions of well-being food indicated that the Chinese consumers had greater intentions than Korean consumers. Fifthly, for the Korean consumers, the variables influencing the purchasing intentions of well-being food were the considerations of health care, purchasing motivation ('personal desire'), and the awareness of well-being food. For the Chinese consumers, the awareness of well-being food, gender (female), information search of well-being food, and education were formed the main variables.

• 복식문화연구
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• 제31권3호
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• pp.361-378
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• 2023

This research not only determined the preference of fashion brand distribution channels of active Korean and Chinese seniors who became major consumers in the fashion industry, but also analyzed the effect on these preferences and choices of distribution channels depending on personal consumption characteristics and differences between the two groups. Data was collected by a professional survey firm. SPSS 24.0 and AMOS 24.0 were used for empirical analysis, and frequency analysis, multiple response analysis, EFA, reliability analysis, CFA, SEM, and multiple-group comparison analysis were performed. As a result of multiple response analysis, the offline channel was revealed as the preferred fashion distribution channel for active Korean and Chinese seniors; the second most popular was the online channel. The results of multiple-group comparison analysis reveal differences between two groups in seeking emotional consumption via the offline channel; the effect was only evident for active Korean seniors. A difference in seeking emotional consumption via preference for online channel also existed, but only for active Chinese seniors. For these reasons, marketers targeting active Korean seniors will be effective to not only offer brand information by fashion display to let seniors understand the fashion brand, but also to have brand events to form positive emotions toward the fashion brand. Moreover, targeting active Chinese seniors will be necessary to transmit brand sensibility by utilizing metaverse marketing comprising various factors, so that consumers can enjoy the fashion brand.

• 산경연구논집
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• 제10권6호
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• pp.29-37
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• 2019

Purpose - This study intends to analyze Chinese consumers' purchase intention of Korean automobile. The aims of this study investigated to find out how product attributes and brand image affect the consumer's purchase intention of Korean automobiles in China. We consider the product attributes, brand image as evaluation criteria, also recognized as objectives for purchase intention. This study aims to analyze the positive effects on Chinese consumers' purchase intention with the variables by using the research model. Research design, data, and methodology - Based on theory of Purchase Intention, the concept of purchase intention was assessed by two factors: a) product attributes, and b) brand image to test the proposed hypotheses. The survey was conducted for 30 days, from October 17 to November 16 in 2018. With IBM SPSS Statistics 23.0 and IBM SPSS AMOS 23.0, factor analysis and regression, Cronbach's alpha and correlation were tested. 300 samples were used for this analysis. Results - As a main result, product attributes and brand image exerted significant effects on consumer's purchase intention. Thus,

and

were supported. The results showed that the product attributes, brand image had positive effects on purchase intention. The findings of this thesis are as follows: Firstly, automobiles' quality factors were divided into two categories like product properties (price, performance, design, economy, and safety), and brand image (awareness, favorability, reliability, and familiarity). Second, it showed that product properties and brand image had positive impacts on purchase intention of consumer. Conclusions - The impact of product attributes and brand image on consumer perceived value of Korean automobiles in China can be seen as a universal psychology of consumers who trust automobile products such as high quality, technology, ets. The results offer some insights into the extended model and have important managerial implications for Korean automobile enterprise. As the findings of this thesis show, all strategic orientations have significant and positive effects on the ability of innovation. At the same time, automobile company must pay attention to quality. As the relationship between the automobiles' performance and brand image were positive and significant, automobile companies should have comprehensive strategic orientations focused on strengthening these factors.

• 통상정보연구
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• 제19권4호
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• pp.147-174
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• 2017

최근 중국에 진출한 한국기업들은 제품과 직접적으로 관련된 마케팅활동 이외에도 기업이미지 제고를 위한 수단으로 CSR활동과 기업광고를 활발히 수행하고 있다. 이러한 맥락에서 본 논문에서는 중국 현지 소비자들을 대상으로 중국에 진출한 주요 한국기업들의 CSR활동과 기업광고가 기업이미지에 어떠한 영향을 미치는가를 분석함과 동시에 기업이미지와 기업-소비자 동일시, 한국제품에 대한 평가와 중국 소비자의 행위적 반응 간의 구조적 관계에 대하여 파악하고 있다. 이를 위해 우선 이론적 논의 및 선행연구를 바탕으로 5개의 가설을 설정하고 이 가설들을 종합하여 이론적 연구모형을 구축하였다. 그리고 이 연구모형을 검증하기 위해 중국내 주요 대학의 MBA학생들을 대상으로 한 설문조사를 진행하였다. 실증분석 결과를 요약하면 다음과 같다. 첫째, CSR활동과 기업광고는 기업이미지에 정(+)의 영향을 미치는 것으로 밝혀졌다. 둘째, 기업이미지는 기업-소비자 동일시에, 기업-소비자 동일시는 제품 평가에, 제품에 대한 긍정적인 평가는 중국현지 소비자들의 행위적 반응에 모두 정(+)의 영향을 미치는 것으로 밝혀졌다. 이러한 연구결과는 향후 중국에 기진출한 한국기업들이 중국 소비자들에 대하여 호의적인 기업이미지를 심어주며 소비자와의 우호적인 관계를 지속적으로 유지하기 위하여 활발한 CSR활동과 기업광고활동을 수행해야 할 필요성이 있음을 시사한다.