커피전문점의 원산지국가 이미지, 브랜드 이미지, 제품평가의 영향관계에 대한 연구

The purpose of this research is to investigate the interrelation between country-of-origin(COO) images, brand image and product evaluation of the coffee speciality store. From the result of this empirical study, there were 4 dimensions in COO image; 'politics-economy image', 'culture-art image', 'advanced-society image', and 'social-welfare image'. There were 5 dimensions in Brand image; familiarity', 'convenience', 'extroversion', 'sensibility' and 'authoritarian'. And there were 2 dimensions in product evaluation ; product recommendation intention and product evaluation. Through testing of the hypothesis, the following can be noted. First, the country-of-origin image influences the brand image. Second, image of brand affects the product evaluation. Third, country-of-origin image affects the product evaluation. The COO image and brand image are both affect product evaluation. However, the brand image has more influence than the COO image. Therefore, the customers are influenced by the brand image more than the COO image when they are engaged in product evaluation in a coffee store.