중국시장에서 한국산과 일본산 화장품에 대한 소비자 속성지각이 만족과 제품충성도에 미치는 영향에 관한 비교연구

Abstract

Currently in the middle of time Chinese economy where the global center of market. It has accelerated to be rising to the surface quickly in the world's economy. China has 5,000 years of history and the population of 1,300,000,000, absurd buying power, and the consuming market it is being proud. And it is not easy to occupy or develop about market. But according to research about main Chinese domestic demand market, the advance enter excessively and recently. The Chinese consumers against the product which place multinational company is becoming accomplished. From the research which it sees consequently, there is a place which examines the purchase trend decision. The process degree of the Chinese consumers perception against the Korean product, in the object and the Japanese product, what kind of effect to a customer satisfactory tile loyalty degree and the price which is a consumer attribute perception, follow the Chinese consumers in design, the product brand image and the home effect. The research which it sees was composed of two portions of fundamental grudge objection literature research and actual proof research in preceding research. The origination old friendship necessity against a research objective is described domestic W outside literature investigation. It led the consumer attribute against the product it perceived, to execute the objection triangular position with a customer satisfaction and an re-use intention. It followed hereupon and the fabrication justice against construction sets. Each variables and a measurement method and a study model it revealed to set in objection literature research portion. In actual proof research portion it executed a question investigation from the Chinese actual place, it used it verified a reliability analysis, a main analysis, an interrelation analysis, a structure equation analysis and the difference analysis back with the SPSS and LISREL statistical program a research construction. The consumer attribute perception customer satisfaction and loyalty frost effect goes mad from result Chinese market of the research which it sees it will be able to confirm the thing. It sees more concretely the price which is a consumer attribute perception, design, the home image effect of affection (+) to a customer satisfaction, the customer satisfaction attitude loyalty, the loyalty which probably is revealed that effect of affection (+) to each conduct loyalty degree.