Chinese Female Undergraduate’s Explicit and Implicit Attitude toward Chinese Skincare Brands and Japanese and South Korean Skincare Brands

Yuanyan Hu,Jinghui Bi,Shengyan Qiu,Shaohua Chen

doi:10.4236/chnstd.2018.71001

Abstract

The study aimed to explore the Chinese female college students’ attitudes toward skincare brands (including Chinese brands and Japanese and Korean brands) by comparing the results of self-report survey and the Implicit Association Test (IAT). The results showed that participants have inconsistent response patterns in explicit/implicit measures toward Chinese brands and Japanese and Korean brands, and both explicit and implicit attitude measures are significantly differences. That is, participants holds a more positive attitude on Japanese and Korean brands than Chinese brands in explicit attitude, but a more negative in implicit attitude.

Highlights

Nowadays, China’s cosmetics market has been the world’s largest emerging markets, and skincare is one of the fastest growing part in this industry
The results showed that participants have inconsistent response patterns in explicit/implicit measures toward Chinese brands and Japanese and Korean brands, and both explicit and implicit attitude measures are significantly differences
In terms of choice preferences about Chinese skincare brands and Japanese and South Korean skincare brands, female undergraduates who choose Chinese skincare brands, Japanese and South Korean skincare brands, and other kinds of skincare brands were 64.9%, 50.99%, and 25.17% respectively. These results indicated that Chinese skincare brands are the most preferred of female undergraduates, and Japanese and Korean skincare brand preferred slightly lower than the Chinese skincare brands

Summary

Introduction

China’s cosmetics market has been the world’s largest emerging markets, and skincare is one of the fastest growing part in this industry. Brand attitude refers to the tendency that consumers tend to make a consecutive response (either positive or negative) towards a particular brand, and questionnaire survey is widely adopted to investigate explicit brand attitude in previous studies. 334 customers of two stores in the city of Guangzhou took part in the survey, the study finds that domestic customers prefer multinational brands; in order to study overseas sports brand and domestic sports brand, Yang and Wang (2011) conducted a questionnaire survey on 510 undergraduates. This study intends to employ standard paradigm of IAT and questionnaire survey to investigate female undergraduates’ explicit and implicit attitude to skincare brands both at home and abroad in order to enrich relevant theories of brand attitude and at the same time, provide a reference for skincare marketing practice

Chinese Female Undergraduate’s Explicit Attitude toward Brands of Skincare

Chinese Female Undergraduate’s Implicit Attitude toward Brands of Skincare

General Discussion

Implications

Conclusions