본 연구는 외국인 소비자들을 대상으로 한류콘텐츠 만족도 및 노출도가 한국산 제품 구매의도에 미치는 영향을 자민족중심주의의 조절효과를 중심으로 실증분석하고 있다. 287명의 외국인 소비자들을 대상으로 실증분석을 실시한 결과 첫째, 한류콘텐츠 만족도와 노출도는 모두 한국산 제품의 구매의도를 높이는 것으로 나타났다. 이러한 결과는 한류콘텐츠에 만족하거나 빈번하게 노출되는 외국인 소비자들의 경우 한국산 제품에 대한 긍정적인 원산지 효과로 인해 한국산 제품의 구매의도가 높아질 수 있다는 것을 시사한다. 둘째, 자민족중심주의의 조절효과를 검증한 결과 자민족중심주의는 한류콘텐츠 만족도와 한국산 제품 구매의도 간의 관계뿐만 아니라 한류콘텐츠 노출도와 한국산 제품 구매의도 간의 관계 모두에서 부(-)의 조절효과를 보이는 것으로 나타났다. 자민족중심적 성향을 지닌 소비자들의 경우 자국산 제품을 애용해야 한다는 신념을 가질 수 있다. 즉, 이러한 결과는 한류콘텐츠 만족도 및 노출도가 한국산 제품 구매의도에 긍정적인 영향을 미친다 하더라도 자민족중심주의가 높은 경우, 이들 간의 긍정적인 관계가 약화될 수 있다는 것을 의미한다. 최근 한류가 사회적으로 큰 관심을 받고 있는 가운데외국 소비자의 한국산 제품 구매의도에 있어 한류콘텐츠의 만족도 및 노출도와 자민족중심주의 간 상호작용효과를 규명하였다는 점에서 본 연구는 국제마케팅 분야에 의미 있는 이론적 시사점을 제시할 수 있을 것으로 판단된다. 뿐만 아니라 본 연구의 분석결과는 한류콘텐츠를 활용하여 해외 시장으로의 진출을 고려하는 많은 한국 기업들에게 유용한 실무적 시사점 역시 제시할 수 있을 것으로 기대된다.

The purpose of the study was to compare two different MBTI personality types by evaluating the influence of perceived risk on brand and store loyalty and purchase intention. 340 questionnaires were used for the analysis. For statistical analysis, SPSS 20.0 and AMOS 20.0 were performed, and frequency tests, reliability analyses and Structural Equation Modeling were used. The results of SEM analysis, confirmed that one question of brand loyalty and one question of store loyalty were inappropriate for this study. Thus, these two questions were removed and the research model was modified. To determine the goodness of fit of the research model, convergent validity was tested. Most items fell into the goodness of fit, and the average coefficient was fulfilled. According to the results of a path coefficient analysis for the Judging type, perceived risk has a significant influence on brand loyalty and brand loyalty also affected store loyalty. Furthermore, brand loyalty and store loyalty have a significant effect on purchase intentions, but perceived risk did not affect brand loyalty for the Perceiving type. Brand loyalty influences store loyalty and purchase intentions, but store loyalty did not influence purchase intentions. As a result of this study, it is concluded that considering consumers' personality types is critical to developing strategies that enhance brand loyalty.

Social networking sites (SNS) are defined as web-based services that enable consumers to create a public profile and a list of contacts with whom they share a social network (Kang et al., 2014). On SNS sites, consumers can find the right product, obtain advice from people, make purchases, post product recommendations, reviews and photos, and create SNS communities (Shen, 2008). The shopping motive acts as an important trigger to browse for products on social media websites. Product browsing over social media sites could influence the intention of future purchase and sharing information of product and brand with friend and acquaintances. For companies related to social media business, both intention to purchase and information sharing are crucial elements. However, few efforts have been made to identify the factors driving consumer intentions to purchase and word-of-mouth of fashion products on social media sites. The objectives of this study were to determine the factor to facilitate product browsing and to find out the causative relationship among influential factors and consumer intentions to purchase and word-of-mouth of fashion products on social media sites. The instrument was developed based on the previous literatures (Brien, 2010; Park, et al., 2012; To, 2007; Woo & Hwang, 2013) and each item was measured by five-point Liker type scales. A total of 269 data were collected during a regularly scheduled class in universities, who have experienced to purchase fashion products or make a product review on social media sites. Mean age of the respondents was 22.3 years old. Nearly 75.3 percent of the subjects were women, and more than half of the respondents (61.6%) have purchased the products (e.g., apparel, shoes, etc.) on social commerce sites over three years. The structure equation model analysis was conducted by AMOS 23.0 using a correlation matrix with maximum likelihood approach. The structural equation model was relatively acceptable (chi-square value = 136.30, df = 66, p = .000; GFI = .94, AGFI = .91, RMR = .05). Cronbach's alphas were ranged between .83 and .87. This result suggests that utilitarian shopping motives have influenced directly product browsing, purchase intention, and word-of-mouth intentions of fashion products on social media sites. The more product browsing on social media sites, the more intended to purchase and word-of-mouth of fashion products with friend and acquaintances. It implies that consumer with utilitarian shopping motives are likely to more browse, and then to more purchase and write the review of fashion products on social media sites. However, consumers with hedonic shopping motives are prone to more write the review of fashion products to their friends and acquaintances without product browsing or purchase intention on social media sites.