중국소비자 일본에 대해 이중적인 이미지가 중국소비자의 구매의도에 영향를 미친다

Abstract

This paper investigates the effect of COO, animosity & affinity on perceived quality (PQ), brand attitude (BA) and purchase intention (PI) respectively. Final sample is consisted of 519 individuals from China of different age groups, education levels, occupations, income levels and present residences, analyzed by SPSS. The results indicate that COO and affinity have a positive impact on PQ, a positive impact on BA through PQ and a positive impact on PI through BA. And animosity has a negative impact on PQ, a negative impact on BA through PQ and a negative impact on PI through BA.