The aim of this study is to test competitive advantage of Korean make home appliance and cellular phone in China. To achieve the aim, this study examines three major subjects. that is, What purchase criteria is applicable to Chinese consumer in purchase decision? What's the difference of evaluation between purchase group and non purchase group of Korean make product? is there any the causal relationships among several national images(country image, people image, and the general product image) and its impact on quality evaluation and purchase intention on Korean make product?
 

This study has used the questionnaire which has been collected through Chinese consumers survey. The samples of this study are 307 Chinese consumers who are above 18 years old and residents at Beijing.

The findings could be summarized as follows:

Firstly, Chinese consumers set more value on product quality than price. Secondly, Chinese consumers purchases Korean product due to high technical level, superior design and long durability. Finally, National images and general product images has less influence than functional quality on purchase intention. In conclusion, the product quality factor will give Korean Make Home alliance and cellular phone an edge over the competition.