2015 | OriginalPaper | Chapter
Product Images Versus Consumers Characteristics: South Korean Study
Authors : Myung Soo Kim, Hanjoon Lee, Jongsuk Ye
Published in: Proceedings of the 1996 Multicultural Marketing Conference
Publisher: Springer International Publishing
Activate our intelligent search to find suitable subject content or patents.
Select sections of text to find matching patents with Artificial Intelligence. powered by
Select sections of text to find additional relevant content using AI-assisted search. powered by
Under the multi-attribute model, consumers’ preferences related to foreign products would be affected by their images of foreign made products. Over one thousand Korean consumers were questioned about their images of foreign electronic products as well as their consumer characteristics. Multiple regression results showed that consumers’ characteristics were better predictors of their foreign products preferences and actual ownership as compared to consumers’ product images.