A Comparative Study on the Effects of Korean Wave and Corporate Social Responsibility on Chinese Purchase Intention

Abstract

This study investigates the influence of Korean wave and Corporate Social Responsibility on the relationship among national image, corporate image, brand image and consumer purchasing intention. we used survey data collected from 578 effective respondents by distributing questionnaire during Feb 25th to March 10th in 2016, which were analyzed by using SPSS 19.0 and Amos 17.0. Overall, the results showed that Korean wave and Corporate Social Responsibility had a significant effect on purchase intention through mediating roles of national image, corporate image and brand image in both Western Inland of China and Eastern Coast of China. Korean wave and brand image play a larger role in Chinese purchase intention in Western Inland of China, and CSR and corporate imageplay a larger role in Chinese purchase intention in Eastern Coast of China. Lastly, the authors discuss the theoretical and managerial implications and provide some suggestions for the Korean enterprises.