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The Influences of Consumer Characteristics, Perceived Quality and Korean Wave on Purchase Intention of Korean Cosmetics: A Comparison between Chinese and Vietnamese consumers
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소비자 특성, 지각된 품질, 한류가 한국 화장품 구매의도에 미치는 영향: 중국 소비자와 베트남 소비자 비교를 중심으로

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Type
Academic journal
Author
Yang Heesoon (성균관대학교) Byungho Jin (The University of North Carolina at Gree) 정민지 (성균관대학교)
Journal
The Korean Psychological Association 한국심리학회지: 소비자·광고 한국심리학회지: 소비자·광고 제18권 제2호 KCI Accredited Journals
Published
2017.1
Pages
173 - 192 (20page)

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The Influences of Consumer Characteristics, Perceived Quality and Korean Wave on Purchase Intention of Korean Cosmetics: A Comparison between Chinese and Vietnamese consumers
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The purpose of this study is to examine the effects of consumer characteristics, perceived quality and Korean wave on purchase intention toward Korean cosmetics. Our data were collected from 450 consumers older than 20 years of age and who live in China and Vietnam. For the analysis, SPSS 20.0 was used to conduct frequency analysis and regression analysis, and Amos 21.0 was used to conduct CFA. The results showed that ethnocentrism was negatively related to purchase intention toward Korean cosmetics, but materialism, perceived quality and Korean wave were positively related to purchase intention toward Korean cosmetics in both China and Vietnam. As for Chinese consumers, ethnocentrism and perceived quality had a significant impact on purchase intention toward Korean cosmetics while value consciousness, materialism, perceived quality and Korean wave had a significant impact on purchase intention toward Korean cosmetics in Vietnam. The results suggest that firms can develop effective marketing strategies emphasizing perceived quality to enhance export performances and help them understand consumer characteristics among different countries.
#Value consciousness #Ethnocentrism #Materialism #Perceived quality #Korean wave #Purchase intention

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