Experiences of Chinese Consumers with Korean Cosmetics Brands: How Do These Relate to Emotional Consumption Value?

Abstract

This study determines how the sensual, emotional, intellectual and behavioral experiences of Chinese consumers of Korean cosmetics brands are linked to emotional consumption value specifically, aesthetic, symbolic and hedonic consumption values as these relate to Korean cosmetics brands. Furthermore, this study attempts to define the relationship among aesthetic, symbolic and hedonic consumption values. To this end, we surveyed Chinese consumers visiting Korean cosmetics shops in Beijing, Shanghai and Guangzhou in China. A total of 273 survey responses were used in the empirical analysis. The results confirmed that the emotional, intellectual and behavioral experiences of Chinese consumers of Korean cosmetics brands positively affect aesthetic, symbolic and hedonic values. However, sensual brand experiences did not have any effect. Lastly, when we analyzed the relationships among the constituents of emotional consumption values, it was established that aesthetic values positively affect symbolic and hedonic values, while symbolic values affect hedonic values