A Study On The Influence Of South Korea's County Image On Chinese Consumers' Purchase Intention

With the accelerated development of market globalization today,the competition among enterprises is further deepened.Consumers need to choose the products imported from various countries.China is the largest trade exporter of South Korea.Every year,Chinese consumers buy a large number of South Korea's products.The choice of South Korea products by Chinese consumers is closely related to the image of South Korea.Therefore,this study uses Korean film and television products as intermediary variables to study the relationship between Korean national image and Chinese consumers' intention to buy Korea products.The research methods are literature analysis and questionnaire survey.This study collected the data of 300 Chinese who had watched Korean film and television products before,and then analyzed the method with SPSS.Through the survey,the number of Chinese women watching Korean film and television products is more than that of Chinese men.Young and middle-aged groups are the main groups watching Korean film and television products.At present,most of the Chinese who watch Korean film and television products have low and medium incomes.The results show that,first,the country image has a positive impact on the brand attitude and purchase intention of consumers,that is,the higher the evaluation of national image,the better the attitude of consumers towards the brand,and the higher the purchase intention of consumers.Second,the influence of Korean film and television product attitude on the brand attitude of consumers is not fully related,The attitude of South Korean film and television products has a moderating effect on the influence of Korean image on consumer brand attitude,but the attitude of film and television products has no moderating effect on Korea's political and economic image and product image on consumer brand attitude.Third,consumer brand attitude has a significant positive impact on Korean product purchase intention.Fourth,country image,national political and economic image,Korean image and Korea brand image are positive effects on the purchase intention.