베트남 시장에 있어 한국원산지이미지 및 한류지각이 한국제품구매행동에 미치는 영향

Abstract

Abstract

The objectives of this research are to examine the positive effects of Vietnamese consumers' perception of Korean wave and Korean country of origin(COO) on their attitudes toward Korean products and purchase intentions. In addition, the individual effects of three classified dimensions of COO on the attitude toward Korean products and the effect of social support for Korean product purchase and use on conspicuous consumption tendency are investigated. A field survey was conducted in the metropolitan cities of HaNoi and HoChiMinh, Vietnam with final 400 samples. Empirical findings are as follows. First, it was found that Vietnamese cousumers' perception of Hallyu positively affected their attitudes toward Korean cosmetic products and general product categories and Korean nation and product images as of major dimensions of COO. Second, social support for Korean product purchase and use was found to affect conspicuous consumption tendency while the Hallyu perception and COO images were not. Third, the attitudes toward Korean cosmetic and general products, and conspicuous consumption tendency were found to influence the purchase intention of Korean made products in the future. These findings suggest that Vietnamese comsumers' perceptions of Hallyu and COO position contribute to the purchase of Korean products in a large extent.