목표지향행동 모델을 적용한 왕훙 관련 제품 구매의도에 관한 연구

다국어 초록 (Multilingual Abstract)

The development of e-commerce in China, online shopping has become an important means of consumption and has recently become the basis of Wang Hong s appearance. In addition, China s post-80s and post-90s generation consumers with strong acceptance of new cultures and distinct personality have started following Wang Hong and became the flagship consumer of Wang Hong related products. The purpose of this study is to identify the variables affecting the purchasing intention of Wang Hong related products in the post-80s and post-90s generation
consumers in China by applying Model of Goal-Directed Behavior. This could be used as a basis for consumer education programs that will help consumers using Wang Hong related products make a reasonable decision, and it could be used to establish Wang Hong marketing strategy when Korean companies enter the Chinese market in the future. The results of this study are as follows: First, the variables that affect the purchase desires of Wang Hong related products by Chinese post-80s and post-90s are positive anticipatory emotions, negative anticipatory emotions, use attitude, perceived behavioral control, and rarity value. In addition, purchase intention influenced purchase desire, positive anticipatory emotion, subjective norm, social value, and emotional value. In other words, the purchase intention was higher when more consumers desired purchasing products related to Wang Hong, the stronger the positive feelings of purchase, the stronger the subjective norm, the stronger the perceived
emotional value, whereas the purchase intention was higher when perceived social value was lower, Second, purchase desire was the largest in order of magnitude of total causal effect of variables affecting purchase intention, followed by positive anticipatory emotion, subjective norm, negative anticipatory emotion, social value, use attitude, emotional value, perceived behavior control, and rarity value.