브랜드 현지성과 자민족중심주의 및 세계주의가 중국 소비자의 자동차 브랜드 선택에 미치는 영향

Abstract

ABSTRACT

This study analyzed that the effects of consumers' propensity and brand perception on Chinese consumers' attitudes toward automobile brands(Global, Independent and Local) and purchase intentions. Specifically, it focused on perceived brand localness, ethnocentrism and cosmopolitanism.

To accomplish these aims, Chinese consumers in Xian were surveyed about automobile brands. The data from 94 questionnaires were used in statistical analysis. For this study, reliability test, factor analysis and multi regression analysis were used by running SPSS 18.0 statistical package.

The findings of this study are as follows. First, perceived brand localness has a positive influence on Chinese consumers' attitude toward independent brand. Second, consumer ethnocentrism has a positive influence on local brand attitude and local brand purchase intention. Third, cosmopolitanism has a positive influence on Chinese consumers' attitude toward global brand. Finally, local brand attitude has a positive influence on local brand purchase intention. And, local brand attitude has full mediating effect between ethnocentrism and local brand purchase intention.