Purpose – The purpose of this study is to provide practical implications for Korean companies searching for new market opportunities. From the experimental analysis, the impact of country image on product-country image and purchase intention of Korean products are measured. In addition, this study disaggregates the impacts of country image and product-country image and purchase intention among ethnic groups in South Africa for searching further useful implications. Design/methodology – To examine South African consumers’ country image and product-country image towards Korean products, data were collected between June and July 2019 through an online questionnaire, and 335 questionnaires were used for analysis. Firstly, the multivariate analysis was conducted to examine the general tendency of South African consumers’ perceptions of country image to Korea, product-country image, and purchase intention among three ethnic group consumers. Then in order to verify the country image model and hypotheses of the study, we analyzed the structural models for each of the three ethnic groups and compared the sizes of the path coefficients for each groups. To compare the difference of path coefficients across ethnic groups, configural invariance, metric invariance, and scalar invariance tests were conducted sequentially. Findings – In the black and white ethnic groups, the country image had a statistically significant impact on product-country image, but it did not affect the purchase intention to Korean products. The product-country image showed a statistically significant impact on the purchase intention to Korean products in both ethnic group. However, in the coloured ethnic group consumer, the country image had a significant effect on the product-country image, but it did not affect the purchase intention of Korean products. In addition, the product-country image did not have a significant influence on the purchase intention of coloured ethnic group consumers unlike black and white ethnic group consumers. The results of this study suggest that even though differences in terms of the impact of CoI on PCI and PI were investigated for the sample of white, coloured, and black respondents, the groups seemed to respond in a reasonably comparable manner. Originality/value – South Africa occupies more than 20% of Africa’s total GDP in sub-Saharan Africa and is a hub for Southern African logistics as a hub for Korean companies to enter Africa. However, it is rare to find a study focused on the determinants of consumer behavior in South Africa. In particular, this study disaggregates the impacts of country image and product-country image on consumer behavior across ethnic groups in South Africa. Therefore, this study could provide practical implications for Korean firms which desire to diversify their export markets and pioneer future markets.

中文翻译：

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国家形象，产品国家形象和韩国产品购买意愿的关系：以南非民族之间的差异为重点

目的–这项研究的目的是为韩国公司寻求新的市场机会提供实际的启示。通过实验分析，可以衡量国家形象对产品国家形象的影响以及韩国产品的购买意愿。此外，本研究将国家形象和产品国家形象以及购买意愿对南非各族裔的影响进行了分类，以寻求更多有用的含义。设计/方法论–为检验南非消费者对韩国产品的国家形象和产品国家形象，通过在线问卷收集了2019年6月至7月之间的数据，并使用335份问卷进行了分析。首先，进行多变量分析以检验南非消费者对三个国家的消费者对韩国的国家形象，产品国家形象和购买意愿的总体趋势。然后，为了验证国家形象模型和研究假设，我们分析了三个民族中每个民族的结构模型，并比较了每个民族的路径系数的大小。为了比较不同种族之间路径系数的差异，依次进行了结构不变性，度量不变性和标量不变性测试。调查结果–在黑人和白人种族中，国家/地区形象对产品/国家/地区形象具有统计学上的显着影响，但并未影响韩国产品的购买意愿。产品国家/地区的图像显示出在两个族裔中对韩国产品购买意愿的统计显着影响。但是，在有色族裔消费者中，国家形象对产品国家形象有重大影响，但并没有影响韩国产品的购买意愿。另外，与黑白族裔消费者不同，产品国家形象对有色族裔消费者的购买意愿没有显着影响。这项研究的结果表明，尽管对白人，有色人种和黑人被调查者的样本进行了CoI对PCI和PI影响的差异调查，但各组的回答似乎相当合理。原创性/价值–南非在撒哈拉以南非洲地区占非洲GDP总量的20％以上，是南部非洲物流的枢纽，也​​是韩国公司进入非洲的枢纽。但是，很少有研究关注南非消费者行为的决定因素。尤其是，这项研究分了国家形象和产品国家形象对南非各族裔消费者行为的影响。因此，这项研究可能对希望多元化出口市场和开拓未来市场的韩国企业提供实际的启示。这项研究分了国家形象和产品国家形象对南非不同种族消费者行为的影响。因此，这项研究可能对希望多元化出口市场和开拓未来市场的韩国企业提供实际的启示。这项研究分了国家形象和产品国家形象对南非不同种族消费者行为的影响。因此，这项研究可能对希望多元化出口市场和开拓未来市场的韩国企业提供实际的启示。