Professor Mincheol Choi Wins Outstanding Paper Presentation Award at the Korean Society of Management Consulting Conference
Empirical Study on Country-of-Origin Image, Perceived Usefulness, and Purchase Intention Receives High Praise
Dong-A University (President Lee Haeu) announced that Professor Mincheol Choi from the Department of Business Administration has received the Outstanding Paper Presentation Award at the '2025 Spring Joint Academic Conference' organized by the Korean Society of Management Consulting.
Founded in 2000, the Korean Society of Management Consulting is a prestigious national academic society that publishes the Korea Citation Index (KCI)-listed journal 'Management Consulting Research' six times a year. The society has accumulated a variety of research achievements for the academic development of the management consulting field and its practical application.
The Outstanding Paper Presentation Award is given to researchers whose papers, presented at the academic conference, contribute to the advancement of the relevant academic field and enhance the society's reputation. Professor Choi received this award at a recent ceremony held at Dong-A University.
The paper presented by Professor Choi is titled "The Impact of Perceived Usefulness and Price Evaluation According to Country-of-Origin Image on Purchase Intention," and is a collaborative study conducted with Professor Lee Youngil of Busan University of Foreign Studies and master's student Jong Miok.
The paper empirically analyzed that even companies from countries with a low country-of-origin image can be sufficiently competitive in the global market if their products are perceived as useful by consumers and if price evaluation is conducted rationally. In particular, the study was highly praised for revealing that 'perceived usefulness' has a greater impact on consumers' purchase intention than 'price evaluation.'
In his acceptance speech, Professor Mincheol Choi stated, "I am honored and happy. I would like to thank my family, and I will continue to do my best in both teaching and research."
Since joining Dong-A University in 2013, Professor Choi has been actively engaged in both education and research, having received four Outstanding Paper Awards and eight Best Teaching Awards.
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