한·중 소비자의 의복 및 화장품 소비가치가 정보원 활용과 구매채널에 미치는 영향

Abstract

The purpose of this study is to examine the effects of clothing and cosmetics consumption value on the use of information source and selection of purchase channel. In addition, this study aims to compare Korean consumers and Chinese consumers in terms of consumption value, information source, and purchase channel. An online survey was conducted in respondents in their 20s to 30s, and 440 Korean responses and 390 Chinese responses were analyzed using SPSS 24.0. The results showed that all six clothing consumption values significantly influenced the use of online clothing information source and four values except for economic and brand-conspicuous values had an effect on the offline source. Four cosmetics consumption values except for economic value had significant effects on the use of online cosmetics information source and all five values significantly influenced the offline source. The online information source had stronger effects on the purchase channel than the offline source in terms of both clothing and cosmetics. Korean and Chinese consumers significantly differed in terms of clothing consumption values except for hedonic and brand-conspicuous values and in all five cosmetics consumption values. They also differed in all information sources of clothing and cosmetics and purchase channels except for brand specialty store of clothing.