What Determines Overseas Images of Korean Products: A 28-Nation Study

??? ????????? 28?????? ???????????? ???????????? ?????? ?????? ???????????? ????????? ????????? ???????????? ???????????? ????????? ????????????. ??????????????? 4??? ????????? ????????? ?????? ?????? ??? ????????? ????????????, ???????????????, ?????? ?????? ??? ?????? ??????, ????????? 3??? ???????????? ?????? ?????? ??? ????????? ?????? ??????, ???????????? ????????? ?????? ??? ????????? ?????? ?????? ????????? ???????????????. ?????? ??????, ??? ??????????????? 4??? ????????? ????????? ?????? ????????? ?????? ?????? ???????????? ????????? ????????? ???????????? ????????????, ?????? ????????? ?????? ???????????? ???????????? ???????????? ????????? ???????????????. ?????? ??????, ?????? ????????? ???????????? ???????????? ????????? ?????? ?????????, ???????????? ????????? ????????? ????????? ?????? ????????? ?????? ????????? ??????????????? ???????????? ????????? ???????????????. ????????? ??????????????? ?????? ????????? ????????? ?????? ???????????? ????????? ???????????? ?????? ????????????. ?????? ????????? ???????????????, ?????? ?????? ????????? ???????????? ????????? ????????? ????????? ????????? ????????? ????????? ?????? ?????? ???????????? ???????????? ??????????????? ????????? ????????? ???????????? ?????????. ????????? ????????? ????????? ?????? ?????? ???????????? ???????????? ?????? ????????? ????????????. ??????????????? ????????? ????????? ???????????? ???????????? ????????????.This study is intended to examine images of Korean products in 28 countries and their determinants. As such determinants, three major factors were considered - consumer values including cosmopolitanism and ethnocentrism, consumers' demographic characteristics, and national characteristics. In addition, the effects of consumer personal characteristics factors were assessed by country to test their efficacy across countries. Our findings show that Korean products were favorably rated with cosmopolites, relatively high-aged consumers, and consumers in developing countries. These tendencies were observed rather consistently across multiple countries. But consumer personal factors such as consumer ethnocentrism and gender and national characteristics such as cultural distance and geographic distance did not show any relationships with favorableness of Korean products. In addition, the effects of these factors were not consistent across countries. Finally, theoretical and marketing implications were discussed.??? ????????? ??????????????? ????????????????????????(HY-2013)?????? ??????????????????, ?????? ?????? ???????????? KOTRA??? ????????? ?????? ???????????????