한국기업에 대한 상해와 북경소비자의 태도에 관한 실증연구

The main purpose of this research is to empirically examine the effects of country and corporate's dimensions in Attitude towards Chinese consumers. In the empirical analysis, It has applied the multiple regression model to Chinese sample.The empirical result of this research is that hypotheses H1-1, H1-4, H1-5, H1-6, H2-1 and H2-2 were significantly supported. Whereas, hypotheses H1-2, H1-3 were not significantly accepted. That is to say, On Chinese consumers' attitudes for Korean firms, the corporate dimensions are partially accepted. But the country dimensions are fully accepted. So, Stakeholders should reinforce the aspects of 4P policies and firm's growth rates and give civil contributions and manage the images properly. Additionally, building the customer oriented mind and a R&D innovation. Lastly it should be utilized for a favorable korean image.On this study, I expect to have the practical and political point for the management of Chinese consumers' attitudes. The main academic contributions of this research are to empirically test these corporate and country dimensions with Chinese comsumers' attitudes to Korean firms. And lastly, international marketers will use these implications for their management policy.