베트남시장에서 한국의 국가이미지와 제품이미지가 구매의도에 미치는 영향에 관한 연구[-한류의 조절변수를 중심으로-]

Abstract

In this study, I investigated the effect of national image of Korean and Korean product image as well as analyzed the moderating effect of Korean wave on the intention of buying korean products at Vietnam’s Market. For these purposes, four hypo theses were developed and data was collected from 209 vietnamese consumer. According to the analysis results, the more the Korea image and the korean product image become better, the more consumers intent to purchase korean products. Therefore, to encourage the vietnamese purchase demand, korean firms efforts to promote the Korea image over the World. In addition, korean firms will enhance the competitive capacity of product pice, quality and design etc. in Vietnam market. And they have to localige the product to suitable for vietnamese prefcerences. Korean wave also affect directly to the Korean product buying intention. it also showed a moderating effect. Between the national product image and the purchase intension. To expand the korean product in vietnam market, korean firms need to take more advantages of Korean wave. Therefore, By companies to enter the Vietnamese should take advantages of Korean Wave. Korean firms, which are entering into Vietnam, may look to advertising via “famous star” as a way of boosting sales by increasing the public's exposure to product or service as necessary marketing strategy. In this study, I just focus on the 20 to 40 year old group so the representation for Vietnamese consumers is still limited. However, this group has the highest buying demand and also is the main subject affected by Korean wave, so this group can become the most suitable objects in our study. This study may still have some restrictions and further studies with wide investigation are necessary to clarify conclusion.