Journal of the Korean Society of Cosmetology 2015;21(5):989-998.
Published online October 31, 2015.
중국 여성의 한류 선호도와 광고 속성 고려 정도가 한국 화장품 구매 만족도 및 구매 충성도에 미치는 영향
김미지, 왕양양, 한채정
Research Paper : Impact of Preference for the Korean Wave and Considerations for Advertising Attributes on Purchase Satisfaction and Purchase Loyalty for Korean Cosmetics in Chinese Women
Mi-ji Kim, Yang-yang Wang, Chae-jeong Han
Abstract
The purpose of this study was to examine the influence of Chinese women`s preference for the Korean wave and their considerations for advertising attributes on satisfaction level with the purchase of Korean cosmetics and loyalty for these products in an effort to provide the Korean cosmetic industry with useful information on product planning and advertising strategy setting. The subjects in this study were the female Chinese tourists visiting Korea and the female Chinese employees of PwC, a multinational company in Shanghai, China. A total of 473 questionnaires were collected and used for final analysis. For analysis, One-way ANOVA, t-test, Correlation and Regression were performed using SPSS 21.0 for Windows. Then, the study results found the following. First, the Chinese women expressed a lot of satisfaction with their purchase of Korean cosmetics, and their purchase loyalty for these products was strong as well. Second, a higher preference for the Korean wave led to more purchase satisfaction and stronger purchase loyalty for Korean cosmetics. Third, as for advertising attributes, the Chinese women who took more considerations on ad image and ad phrase were more satisfied with their purchase of Korean cosmetics, and more considerations on ad image and advertising liking were followed by stronger purchase loyalty for Korean cosmetics. Therefore the Korean wave should be more strengthened to boost purchase satisfaction and loyalty for Korean cosmetics, and what advertising attributes Chinese women attach importance to should be grasped in detail to improve the effect of advertising.
Key Words: Korean cosmetics, Korean wave, Purchase satisfaction, Purchase loyalty, Chinese women


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