| 미백화장품 구매와 브랜드에 관한 한국,중국 비교연구 |
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김현숙 |
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| Research Paper : Research on the Whitening Cosmetics Customers -Focused on the Comparison Korean and Chinese- |
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Hyun Suk Kim |
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| Abstract |
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This study aims to research on the brand repurchase intention of Korean and Chinese customers based on the survey of the psychological needs and desire of Chinese customers for the competitiveness of domestic whitening cosmetics business companies in the rapidly growing Chinese market. The survey using the questionnaire method targets the whitening cosmetics customers at the department store and cosmetics shops in Gwangzhou, China, while it targets people who had used the whitening cosmetics among the members of department store culture centres in Seoul and Gyeonggi region. All together, 441 copies of questionnaires are used for China while 421 copies for Korea. The questionnaire used in this study includes contents such as general characteristics of whitening cosmetics and brand awareness, brand image, brand satisfaction, brand repurchase loyalty and demographic characteristics. The conclusions of this study are following. Firstly, it is found that brand assets and brand awareness have static effects on the brand images in both Korea and China. Secondly, it is shown that the brand awareness has the static effect on the brand satisfaction in Korea, while the brand asset and awareness do not affect the brand satisfaction in China. Thirdly, it is found and China that brand images have static effects on the brand satisfaction and repurchase in both Korea. Fourthly, it is found that the brand satisfaction have static effects on repurchase in both Korea and China. Whereas, concerning the effects of the brand satisfaction on repurchase, domestic ones have relatively larger effects than Chinese. Lastly, the module verification for the brand-related variables and repurchase shows a minor difference in domestic and Chinese modules. In domestic case, the brand awareness is likely to affect the brand satisfaction, while the brand asset does not affect it. On the other hand, in case of China, both brand asset and brand awareness do not have any effects on the brand satisfaction. The modules between brand related variables and repurchase in Korea and China appears to be acceptable in overall. |
| Key Words:
Whitening Cosmetics, Brand Awareness, Brand Image |
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