1. ABSTRACT
The purpose of this study was to identify whether there were correlations between U.S.
automobile consumers’ perceived value and South Korean automobiles’ price, quality, fuel
efficiency, design, and technologies. Based on a survey of 635 automobile consumers in 50
states and the District of Columbia, results indicated consumers’ perceived value was positively
related to South Korean automobiles’ price, quality, fuel efficiency, design, and technologies.
Result of a multiple regression analysis reflected that South Korean automobiles’ quality, fuel
efficiency, design, and technologies were significant predictors of consumers’ perceived value,
while price was only a marginally significant predictor of consumers’ perceived value. In the
second multiple regression analysis that controlled for participants’ gender, age, education level,
and income level, results indicated none of the four variables had any effect on consumers’
perceived value. Implications for South Korean automobiles’ pricing, quality control, and
manufacturing strategy are discussed. Directions for future research are also proposed.