Abstract
A Study on
Corporate Reputation Factors to Influence the Purchasing
Intention of Consumers
- Based on Korean and Japanese
Dairy Products Companies
Han,Eun-kyeong
(Professor,
Dept. of Journalism & Mass Communications, Sungkyunkwan
University)
Yu,Jae-ha
(Vice president, Deabo Communications
Inc.)
This study investigates how the influential effects
of the reputation is different depending on individual
nation as searching the reputation factors to influence
the purchasing intention of consumers according to Korea
and Japan. To research the facts, Corporate Reputations
of Seoul Milk in Korea and Maisy Dairy Corporation in
Japan are measured with RQ Index Questions of Fombrun.
In the same time, consumers’ purchasing intentions
of each corporation are surveyed. The objects of this
study are Korean and Japanese housewives in the age
of 25-50 who are the target of the dairy products.
The influential effects between corporate reputation
and purchasing intention are following. The most influential
reputation factor to Korean consumers is ‘ Vision/
Leadership’ of the dairy company. However, to Japanese
consumers, ‘ social responsibility’ of the dairy company
is the most influential factor. Although it influences
the least, emotional appeal has significant influential
effect on the purchasing intention of both Korean and
Japanese consumers. However, the possibility to bias
the results by Multicollinearity is revealed in correlation
analysis between corporate reputation and purchasing
intention of Japan. So the study reanalyzes them with
step-wise regression analysis. And the, these results
are discussed and the limit of the study is pointed
out.
Key words : corporate reputation, purchasing intention,
RQ index, Fombrun
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