중국시장에서 한국자동차의 만족도에 영향을 미치는 요인: 성별과 수입수준의 조절효과

The rapid economic growth of China has improved the quality of life for Chinese consumers, and the Chinese automobile market has also grown rapidly. This study investigates the characteristics of Korean automobile preferred by Chinese consumers in China market. The purposes of this study is as follows. First, this study analyze how the attributes such as the economics, design, post-service, convenience, and functionality of Korean automobile affect the satisfaction and repurchase intention. Second, this study is to verify the moderating effect of gender and income level on the relationship between automobile attributes and satisfaction. This study conducted online survey on Chinese consumers who had experience purchasing Korean automobile. We used 367 questionnaires to analyze the research model. The results of this study are as follows. First, the automobile attributes such as functionality, post-service, and economics have a positive effect on the satisfaction, but convenience and design have no significant effect on the satisfaction of Korean automobiles. Second, the satisfaction has a positive effect on repurchase intention of Korean automobile. Third, there were a difference in the convenience, design, and functionality of customer satisfaction according to gender. However, there is no difference in the economics and post-services by the gender. Finally, we examined where there is a difference between the attributes such as economics, design, post-service, convenience, and functionality of Korean automobile and customer satisfaction according to income level of Chinese consumers. The economics, functionality, and post-service were found to have difference effects on the satisfaction of Korean automobile according to the income level, but design and convenience did not differ according to income level. This can provide practical implications for Korean automobile companies in the Chinese market.