An Empirical Study On The Influence Of National Image On Smartphone Purchase Intention

With the rapid development of information and communication technologies,the global village age and economic globalization have arrived.Nowadays in an open world,the dependence between different countries has been unprecedented,especially the part of economic is very important.Some countries have popular products in the economic competition of the world.But some products of different countries are not popular even they have good prices and qualities.Different research results show that consumers are affected by the product and country image of the company in the process of buying.Therefore,the image of nationality is the most important factor of national competitiveness.The multinational enterprise needs to use and maintain the consummations national image to compete in the new market.Since the establishment of diplomatic relations between China and Korea in 1992,the economic and trade cooperation and areas between the two countries has been expanding.China is the largest country of imports and exports trade and investment in Korea.Korea is the third largest exporting country in China and it ranks third only after United States of America and Japan.The industries of multinational enterprises between China and Korea have a good performance especially in the smart phone market.In the world smartphone market,over 80%of market is shared in China,Korea and United States of America.This study investigates the factors between the image of country,brand and consumer purchase intention.Aiming at the markets of China and Korea then formulates the marketing strategies based on factors above.This study focuses on the product image because of the factor that country image is the most important.In the international community,the consumers have indirect or direct purchase experience and they can recognize foreign cultures through different ways.Therefore,this study investigates the influence of the country image of all factors such as economic image,international relation image and people image.Because the consumers are experienced to get more information and knowledge through these factors indirectly or directly.In order to verify how the image of country and brand image can affect the consumer purchase intention of smart phones.There is analysis bolstered by Chinese and Korean people between 20 and 30 years old and they are strong with the digital area.It can prove the authenticity of the influence of national image with globalization,personalization and information trend.