The Influence of Korean Corporation Image on Chinese Consumer Purchase Intention of Korean Products: A Focus on the Moderating Effects of Korean Wave Content Satisfaction, Conspicuous Consumption and Ethnocentrism

Abstract

Purpose - The Purpose of this study was to examine the influence of Korean corporation image on Chinese consumer purchase intention of Korean products and to test moderating effects of Korean Wave content satisfaction, conspicuous consumption and ethnocentrism of Chinese consumers. Design/Methodology/Approach - We surveyed Chinese consumers and collected 329 filled up questionnaires. A total of 300 survey responses were used for analysis, excluding incomplete questionnaires. Based on these collected data, a regression analysis was conducted to verify the research hypotheses. Findings - Results showed that Korean corporation image has a positive (+) effect on Chinese consumer purchase intention of Korean products. Korean Wave content satisfaction and conspicuous consumption positively moderate the relationship between the Korean corporate image of Chinese consumers and the purchase intention. However, ethnocentrism negatively moderates the relationship between Korean corporate image of Chinese consumers and the purchase intention. Research Implications - This study identified the association between Korean corporation image and Chinese consumer purchase intention relative to Korean products. This study has implications in that it has identified that such relationships can vary depending on the satisfaction of Korean Wave content, conspicuous consumption and ethnocentrism.