중국 소비자의 한국 화장품에 대한 평가, 한국 화장품에 대한 사회적지지, 한국에 대한 국가이미지가 구매의도에 미치는 영향

Abstract

In 2012, the Chinese cosmetics market became the worlds second-largest consumer market after the United States. The Chinese cosmetics market is forecasted to grow at 10.3% on average each year after 2015. The research direction of this paper is to study the sustained and rapid growth of cosmetics exports to China and Hong Kong over the last five years and then to study how the Korean national impression of consumers in China has influenced purchase intentions. Data were collected from Chinese cosmetics consumers by online surveys and 605 questionnaires were analyzed for factor analysis, independent sample t-test, ANOVA, and regression analysis. The results of the study were as follows: First, the difference in demographic characteristics of Chinese consumers purchasing Korean cosmetics was favorable for Korean cosmetics purchased by those in their 30s, professionals, those with high incomes, and those with a high monthly average spending on cosmetics. They also rated social support and South Koreas national image as more positive. Second, this paper concludes that the evaluation and social support of Korean cosmetics positively impact the purchase of Korean cosmetics. However, the Korean national image did not affect the purchase of Korean cosmetics. Third, the main reason for their buying Korean cosmetics was recommendations from the people around them. Furthermore, the major channels for buying Korean cosmetics were buying through an internet shopping mall and buying from a large supermarket chain.