중국 시장에서 국가이미지 효과의 지역별 차이에 관한 연구

China is known as a big emerging market which consists of diverse and heterogenous regional markets. This study is to examine whether the regional differences exist or not in the country image and country image effect in China’s domestic market. This is because that the regional differences of China may leads to the perception of major foreign countries' images and their impact on the product evaluation differently. This study used the data which were collected through Chinese consumers survey. The sample of this study is adults consumers who are above 18 years old and reside at 5 major cities of China. They are Beijing,, Shanghai, Qingdao, Shenyang, and Wuhan.. 1,257 Chinese consumers answered the questionnaire on the country image of 4 major foreign countries(US, Germany, Japan, South Korea).The results can be summarized as follows:Firstly, in shaping the country image, Chinese consumers perceive the affective and normative factors more important than cognitive factor. This finding does not show regional differences. Secondly, country image effect(the impact of country image on the product evaluation) shows regional differences. It is different from the finding of the shaping factors of the country image. The affective and normative country images do impact on the product evaluation in Beijing, Shanghai, and Wuhan, the cognitive and normative factors in Qingdao, and in Shenyang the cognitive factor only.