국가 이미지의 한국산 제품 구매인식에 관한 연구

Purpose : This study analyzes the effects of national image and marketing factors on Turkish consumers' purchasing intentions of South Korean automobiles and electronic devices via online surveys. Research design, data, methodology :  There is very limited research in terms of Korea images regarding products towards Turkish customers. This analysis assumed that factors of national image of manufacturers may influence consumers’ intention to buy automobiles and electronics device in Turkey. Respondents were collected by using online questionnaire through allocation sampling to better reflect the population. Data was analyzed to correlation analysis and multiple linear regressions usings SPSS 20.0. Results : The result shows the followings; First, country image, price awareness, and quality awareness have positive effects on the purchase intention of Korean automobiles. On the other hand, the images toward Koreans didn’t have a significance on purchase intention. Second, in terms of purchase intention of Korean electronics device, Turkish customers are more inclined to be affected towards the image of Korean and quality of the products. The price awareness and country image didn't affect. Conclusions : This result adds new knowledge regarding purchasing intention towards national image of the product origins. Korean companies invested into foreign soils are supposed to better understand the factors influencing the purchase intention of their products. It will better improve the corporate marketing strategy in the local market.