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The purpose of this study is examining an influence of a corporate on processed marine product ' s purchase intention with moderating effect of consumers 'product evaluation adding processed marine product ' s evaluations as new variable . The hypothesis of a positive influence of processed marine product ' s corporate image on processed marine product ' s purchase intension is partially supported . Specifically , product itself , service , reliability , and communication among the factors of a processed marine product ' s corporate image significantly affect processed marine product ' s purchase intension whereas corporate social responsibility does not affect processed marine product ' s purchase intention . Processed marine product ' s evaluation also positively affects processed marine product ' s purchase intention . It implies that there are somewhat differences between influences of various factors of a processed marine product ' s corporate image on processed marine product ' s purchase intention but are overall influences of a processed marine product ' s corporate image on processed marine product ' s evaluation both directly and indirectly . Nowadays , consumer considers not only good quality of product but also its invisible image and value . Therefore , future studies should consider various ways to investigate a processed marine product ' s corporate image and processed marine product ' s product evaluation .

Effects of the Enterprise Image in Korean Processed Marine Product Industry on Consumers' Product Evaluation and Purchase Intention