중국 소비자의 심리적거리, 자국 보호주의 성향, 유통업체의 전략요인이 현지 한국 유통점포 선호도 및 한국상품 구매에 미치는 영향

This research attempted to examine the effects of Chinese consumers' cultural/psychological distance and home country protectionism, and Korean-based retailer's strategies in Chinese local markets, from the viewpoint of large-sized Korean retailing company. A survey was conducted to Chinese consumers visited on both Korean-based and France-based discount stores. Total 227 questionnaires were used for the final analysis. Empirical results show that the direct relationship between cultural/psychological distance and Korean-based retail store preference was not found. Second, Chinese consumers' trade protectionism for their home country was found to negatively affect the purchase amount of products made in Korea. That is the higher the Chinese consumers' trade protectionism, the less they buy the product made in Korea. Third, Chinese consumers' preference for Korean-based retail store was found to affect the levels of purchase rate for Korean products, and revisit intention for Korean-based stores. Lastly, moderating effects of store strategy between cultural psychological distance and Korea-based retail store preference and of localization strategy between trade protectionism and the purchase amount of products made in Korea were found. These empirical results suggest that Korean-based retailers trying to enter the Chinese retailing market need to consider of reducing Chinese consumers' cultural/psychological distance and protection tendency by conducting proper promotional strategies in the macro level.