Korean Cosmetics Research Articles

중국 모바일 마케팅의 정보품질 특성이 한국화장품 구전효과 및 구매의도에 미치는 영향에 관한 연구

최근 중국 화장품 시장의 규모가 증가되고 있으며, 한류의 영향으로 중국에서 K-뷰티가 각광을 받고 있다. 중국내에서 모바일을 통한 쇼핑의 간편 결제 시스템을 갖춘 위챗의 왕홍을 중심으로 소개되고 있는 화장품에 관한 정보는 구전과 구매에 결정적인 영향력을 준다. 이에 본 연구에서는 중국 모바일 마케팅의 정보품질 특성을 중심으로 한국 화장품 구전효과와 구매의도에 미치는 영향에 대해서 살펴보고자 한다. 본 연구는 이론적 연구를 통해 모바일 마케팅 관점에서 정보품질, 구전효과, 구매의도를 이해하고 설문조사를 통해 가설을 검증하였다. 분석은 SPSS 22.0 프로그램을 사용하여 모바일 마케팅 정보 품질에 대한 유용성, 정확성, 형식성, 적시성, 접근성 요인이 구전효과 및 구매의도에 미치는 영향에 대해 중국 20-40대 여성 소비자를 대상으로 온라인 설문을 진행하였다. 본 연구의 결과에서 모바일 마케팅 정보품질의 유용성, 형식성, 적시성은 구전효과에 영향을 미쳤으며, 유용성, 형식성은 구매의도에 영향을 나타냈다.

글로벌시장에서의 한국화장품산업 정위화과정에서 브랜드공동생산, 브랜드진정성 및 개별고객화의 중요성

글로벌시장에서의 한국화장품산업 정위화과정에서 브랜드공동생산, 브랜드진정성 및 개별고객화의 중요성

Multigroup Analysis and Measurement Equivalence: Korean And Chinese Consumers of Korean Cosmetics

We examined the concepts and importance of measurement equivalence tests and how failing to conduct these tests can hinder multigroup analyses, particularly for cross-cultural or cross-national studies. To do so, we developed a conceptual model of Korean cosmetics comprising product characteristics, consumer satisfaction, and repurchase intention, and administered a survey assessing these variables to 356 Korean and 358 Chinese consumers. We then conducted confirmatory factor analyses and multigroup analyses. The measurement equivalence test results revealed significant differences in the measurement methods for Korean and Chinese consumers, necessitating the development of separate modified models. Specifically, the model using cosmetic product characteristics as a single factor was more suitable for Chinese than for Korean consumers. Therefore, we were able to develop separate research models appropriate for each group. Our results also highlight the importance of assessing measurement invariance for social science researchers desiring to perform multigroup analyses in cross-national studies.

The Preference for Korean Cosmetics and Brand Preference among Chinese Women

This study attempted to analyze changes in the Korean cosmetics market in China and provide specific and useful data for developing successful marketing strategies and taking over the segmented market after investigating Chinese women s preference for Korean cosmetics and brand preference to increase their customer loyalty. For this, a survey was performed among female Chinese tourists visiting Jeju Island and Chinese women at PricewaterhouseCoopers (PwC) China, and the results found the following: When asked what Korean product they wanted to buy most provided that they were able to choose only one, the foundation moisturizing cream was responded. When asked what color cosmetics is most preferred, BB/CC Cream was the highest. In terms of the most desired Korean foundation, facial mask was responded. The cosmetics brand Chinese women most preferred was Sulwhasoo . When asked about the reasons, high quality was most responded. As stated above, there were considerable differences in consumer preference by demographic variables. Therefore, it is necessary to perform market research, specify a target and promote marketing, using more discrete variables. As the nation is becoming an aging society, people s interest in aging delay and beauty maintenance has increased. Therefore, the cosmetics industry has great growth potential. Since women s desire for beauty is always high, the cosmetics industry will continue growing.

Effect of country of origin image, product knowledge, brand familiarity to purchase intention Korean cosmetics with information seeking as a mediator variable: Indonesian women’s perspective

The purpose of this research is to analyze the influence of country of origin image, product knowledge, brand familiarity on purchase intention with information seeking as the mediation variable with Etude House cosmetic product as the object research in Indonesia. This research is a quantitative research that using SEM AMOS and Sobel test to analyze data. Sample of this research were 213 women in Indonesia who have known brand Etude House and never bought them but they knew that Etude House is Korea brand. The results of this research show that country of origin image, information seeking, and brand familiarity have positive impacts on purchase intention, and information seeking mediated the influence of country image on purchase intention, but product knowledge have negative impact on both information seeking and purchase intention, but also information seeking is not mediated the influence of product knowledge on purchase intention.

Communicating authenticity in packaging of Korean cosmetics

The purpose of this study is to explore the effect authenticity has on perceived value, attitude toward the product and purchase intention. A 3 (authenticity condition: indexical, iconic or control) by 2 (level of desire for existential authenticity: high vs. low) between-subjects factorial experimental design that comprised 6 cells was adopted in this study. The results revealed that perceived social and emotional value positively impacted on attitude toward the product which subsequently impacted on purchase intention for both authenticity conditions. Perceived quality was found to impact on attitudes only under the indexical authenticity condition. Perceived value dimensions were also found to have direct effects on purchase intention for both authenticity conditions with the exception of social value under the indexical condition. The findings suggest that authenticity plays an important role in influencing the social and emotional benefits which in turn influence attitudes and purchase intentions. Thus, managers will need to clearly highlighting these benefits when developing packaging for their products particularly for different age segments.

中国女性消费者的民族中心主义、 产品典型性及购买意向之间的关系硏究 -以韩国化妆品为例-

中国女性消费者的民族中心主义、 产品典型性及购买意向之间的关系硏究 -以韩国化妆品为例-

L'image de la marque française dans les cosmétiques coréennes

<p class="Abstract">Nowadays, the cosmetic industry is developing very quickly. Many <span style="font-size: 1rem;">inventions occur mainly in France, but also in other parts of the world </span><span style="font-size: 1rem;">as in South Korea. It is undeniable that South Korea being the 10th </span><span style="font-size: 1rem;">largest market in the world produces varieties of cosmetic brands </span><span style="font-size: 1rem;">known worldwide. The beauty routine that is called "10 steps of skin </span><span style="font-size: 1rem;">care" is introduced by this country and become the new inspiration </span><span style="font-size: 1rem;">among women. This study focuses specifically on the image of the </span><span style="font-size: 1rem;">French brand in Korean cosmetics. Indeed, the brand of a cosmetic is </span><span style="font-size: 1rem;">really relevant to promote its image with partners and customers. It </span><span style="font-size: 1rem;">also associates with the culture of a country of origin. France as a </span><span style="font-size: 1rem;">country with large beauty products market influences the selection of </span><span style="font-size: 1rem;">brands in Korean cosmetics. Some Korean beauty products use French </span><span style="font-size: 1rem;">in their brands. It is considered that the superiority of the French </span><span style="font-size: 1rem;">language can enhance the value of a cosmetic brand. These brands </span><span style="font-size: 1rem;">also express the similarity between South Korea and France, the </span><span style="font-size: 1rem;">concept of natural cosmetics.</span></p>

한국 화장품 브랜드 개성이 중국 소비자 태도에 미치는 영향

중국 화장품산업 시장규모는 미국에 이어 세계 2위로 매년 평균 8% 이상의 성장률을 유지하고 있다. 중국으로 수출하는 한국 화장품의 시장점유율은 9%로 4위를 보이고 있는데 이는 최근 수십년간 지속되고 있는 한류의 영향이라 보는 견해가 일반적이다. 그러나 중국 화장품 시장에서 브랜드 간 경쟁이 심화되고 한류 이후 지속적으로 한국화장품이 중국 내수시장에서 지속적인 수출 증가세를 나타내기 위해서는 중국소비자가 인식하는 한국 화장품에 대한 브랜드 개성이 어떠한지를 파악하고 이에 소비자의 태도가 어떠한지를 알아야 한다.BR 이에 본 연구는 중국에서 한국 화장품에 대한 브랜드 개성이 브랜드 태도, 구매의도 그리고 재구매의도에 미치는 영향이 어떠한지를 알아보고자 중국인 총 146명을 대상으로 설문을 실시하고 이를 분석하였다. 분석 결과 첫째, 중국에서 한국 화장품의 브랜드 개성요인은 총 다섯 요인(‘성실한’, ‘전문적인’, ‘세련된’, ‘유능한’, ‘유행을 선도하는’)으로 나타났다. 둘째, 중국에서 한국 화장품의 브랜드 개성 요인이 소비자 태도에 미치는 영향 관계를 검증하기 위해서 경로분석을 실시한 결과 한국 화장품의 브랜드 개성 중 ‘성실한’, ‘전문적인’, ‘세련된’, ‘유능한’은 브랜드 태도에 정(+)의 영향 주었다. 셋째, 한국 화장품의 브랜드 개성 중 ‘전문적인’은 음(-)의 영향, ‘세련된’은 구매의도에 정(+)의 영향 주었다. 넷째, 한국 화장품 브랜드 태도가 구매 의도에 정(+)의 영향 주었다. 다섯째, 한국 화장품의 구매의도는 재구매의도에 정(+)의 영향을 주었다.BR 이러한 결과는 중국의 한국화장품에 대한 인식과 제품에 대한 소비자의 태도를 이해하는데 기초자료가 될 것이다.

20대 중국 여성의 화장품 구매행동 (Ⅰ) : 소비가치와의 관련성을 중심으로

This study aimed to examine cosmetic purchasing behavior and its relation to various consumption values, and to investigate the effects of consumption values on the attitude towards Korean cosmetics and the intention to purchase them. Data were collected from 312 Chinese women in their 20s through an Internet survey administered between the 5th and 29th of July 2017, and analyzed it using descriptive statistics, correlation analysis, and multiple regression analysis. The following four consumption value factors were extracted: discriminatory individuality-pursuing value, economical value, social value, and emotional value. The results of the correlation analysis revealed significant relationships between consumption value and cosmetic purchasing behavior, such as reasons for using cosmetics, the degree of information source use, product selection criteria, purchase place, reasons for visit, purchase frequency, purchase propensity, purchase expense, attitude towards Korean cosmetics and purchase intention. The results of regression analysis showed that the consumption values of discriminatory individuality-pursuing value, social value, and emotional value had significant effects on the attitude towards Korean cosmetics and its purchase intention. Discriminatory individuality-pursuing value and social value were stronger predictors of the attitude towards and purchase intention of Korean cosmetics than emotional value.

“화장품 시장에서 소비되는 여성미 연구” : 아모레 퍼시픽 광고를 중심으로

“화장품 시장에서 소비되는 여성미 연구” : 아모레 퍼시픽 광고를 중심으로

Effect of Chinese Consumers’ Ethnocentrism on Attitude toward Korean Cosmetics

Effect of Chinese Consumers’ Ethnocentrism on Attitude toward Korean Cosmetics

The Effect of Electronic Word of Mouth (eWOM) on Purchase Intention on Korean Cosmetic Products in the Mongolian Market

This paper attempted to identify the influence of Electronic Mouth of Word on intention to purchase Korean cosmetic products in the context of Mongolian consumers, taking under consideration the quality, quantity, and credibility of eWOM. 321 respondents were randomly chosen in Mongolia. Descriptive analysis, factor analysis, and regression analysis were conducted using SPSS version 24.0. The findings indicate that in terms of Mongolian consumers’ perceptions, eWOM quality and credibility for Korean cosmetic products demonstrate a significant influence on Mongolian consumers’ purchase intentions. However, eWOM quantity for Korean cosmetic products among Mongolian consumers has no significant influence on purchase intention for Korean cosmetic products. The implication of the study is that it is the first to investigate the extent of the influence of eWOM on Mongolian consumer’s intention to purchase Korean products. The results may help to provide a new approach for companies in strategic planning, and thereby promote their competitive ability.

The Analysis of Chinese Male Consumer's Attribute Selection for Korean Cosmetics

The Analysis of Chinese Male Consumer's Attribute Selection for Korean Cosmetics

중국 소비자의 한국 화장품에 대한 평가, 한국 화장품에 대한 사회적지지, 한국에 대한 국가이미지가 구매의도에 미치는 영향

In 2012, the Chinese cosmetics market became the worlds second-largest consumer market after the United States. The Chinese cosmetics market is forecasted to grow at 10.3% on average each year after 2015. The research direction of this paper is to study the sustained and rapid growth of cosmetics exports to China and Hong Kong over the last five years and then to study how the Korean national impression of consumers in China has influenced purchase intentions. Data were collected from Chinese cosmetics consumers by online surveys and 605 questionnaires were analyzed for factor analysis, independent sample t-test, ANOVA, and regression analysis. The results of the study were as follows: First, the difference in demographic characteristics of Chinese consumers purchasing Korean cosmetics was favorable for Korean cosmetics purchased by those in their 30s, professionals, those with high incomes, and those with a high monthly average spending on cosmetics. They also rated social support and South Koreas national image as more positive. Second, this paper concludes that the evaluation and social support of Korean cosmetics positively impact the purchase of Korean cosmetics. However, the Korean national image did not affect the purchase of Korean cosmetics. Third, the main reason for their buying Korean cosmetics was recommendations from the people around them. Furthermore, the major channels for buying Korean cosmetics were buying through an internet shopping mall and buying from a large supermarket chain.

An Empirical Analysis on the Export Competitiveness of Korean Cosmetic Industry in China

An Empirical Analysis on the Export Competitiveness of Korean Cosmetic Industry in China

한류 및 한국 화장품의 제품이미지가 해외직접구매의도에 미치는 영향: 중국 소비자를 대상으로*

한류 및 한국 화장품의 제품이미지가 해외직접구매의도에 미치는 영향: 중국 소비자를 대상으로*

Repurchase Intention of Korean Beauty Products Among Taiwanese Consumers

The purpose of this paper is to bridge the gap in the literature to examine key factors that influence Taiwanese consumers to repurchase Korean beauty products. This study uses a quantitative approach to test the proposed hypotheses using Structural Equation Modeling (SEM). Causal research design is used to identify cause-and-effect relationship among the constructs. Primary data collection is used to gather data. This study provides the better understanding about key factors that influence Taiwanese consumers’ repurchase intention of Korean cosmetics products. Results show that Perceived Price (PP) and Country of Origin (COO) significantly influence Word-of-Mouth (WOM). PP, COO and WOM significantly influence Repurchase Intention (RI). WOM is the most influential variable toward RI, followed by COO and PP. Very few studies have examined a general construct of repurchase intention related to beauty product. The findings of this study imply several practical directions for marketers of beauty product industries specifically for Taiwanese consumers. This study helps to know what factors become basic consideration for Taiwanese consumers in repurchasing Korean beauty products. Secondly, it underscores the role of WOM between the independent variables (PP & COO) and RI as the dependent variable.

The Impacts of Consumer Animosity in Chinese Consumers on Purchase Intention of Korean Cosmetics: Focusing on Moderating Effects of Brand Image and Brand Loyalty

Recently, the diplomatic problems between South Korea and China due to the THAAD issue have made it difficult for Korean cosmetic companies in the Chinese market. The difficulties faced with Korean cosmetic companies in the Chinese market are mainly due to the animosity of the Chinese people. This study investigates the relationship between the consumer animosity and the purchase intentions of Korean cosmetic brands and then analyzes the moderating effects of the brand image and brand loyalty. For this study, we conducted empirical analysis using hierarchical multiple regression. As a result, consumer animosity appears to have a negative effect on the purchase intention of Korean cosmetic brands. And brand image and brand loyalty appears to be moderating variables that have a positive moderating effect on the relationship between the consumer animosity and the purchasing intentions of Korean cosmetic brands. The results of this study suggest that it is the best way for Korean cosmetic companies to improve the brand image and brand loyalty in order to continue their business in China.

A Study on an Effective Branding Conceptual Model for Korean Cosmetics SMEs - Focus on Ethical Branding and Design -

화장품 기업의 사회적 책임은 브랜드 가치의 향상을 위한 중요한 전략이 되고 있지만, 국내 화장품 중소기업은 기업의 사회적 책임 및 지속 가능 경영 대한 정보와 인식이 부족하고, 사회적 책임을 핵심적인 운영 전략이 아닌 일시적인 이벤트로 여긴다. 본 연구의 목적은 화장품 시장에서 국내의 화장품 중소기업의 브랜드 이미지와 경쟁력을 강화하기 위해 공유 가치 창출을 위한 효과적인 윤리적 브랜딩 콘셉트 모델을 설계하는 것이다.본 연구의 방법론은 1차 및 2차 연구입니다. 초기 연구는 공유 가치 형성을 위한 윤리적 브랜드 및 디자인 경영의 역할을 조사하기 위해 문헌 조사 및 사례 연구에 중점을 두었다. 이후, 소비자 설문 조사 및 전문가 인터뷰를 통해 국내 화장품 기업의 사회적 활동 및 사회적 책임 실행에 대한 소비자의 인식을 조사했다. 그 결과, 고객은 기업의 사회적 책임 활동에 대해 긍정적인 태도를 나타냈으며, 기업의 사회적 책임 활동 중 고객의 건강과 안전에 관련된 활동에 관심을 보였다. 국내 화장품 중소기업은 규모의 제한, 예산 제한, 위험 회피 등의 장벽으로 인해 외부적인 사회적 책임 활동에 치중했다. 또한 공유 가치 창출을 위한 윤리적 브랜딩 프로세스의 핵심 요소들 (듣기, 이해, 창출, 실행)과 윤리적 디자인 전략 요소들 (이해관계자, 프로세스, 제품, 소비자 커뮤니케이션, 사회 공헌)을 찾아냈다. 연구 결과는 국내 화장품 중소기업의 윤리적 브랜딩 콘셉트 모델로 시각화 되어 졌다. 본 연구는 브랜드 신뢰도를 향상시키고 화장품 시장에서의 경쟁력을 향상시키기 위한 참고자료로 사용될 수 있을 것이며, 이후 진행될 후속 연구에 도움이 될 것이다.