중국에서의 韓·中 한방 화장품 선호도 연구

Abstract

Abstract

Consumers in the Chinese cosmetics market are interested in Korean cosmetics and prefer Korean cosmetics to achieve their consumer needs. It is analyzed that K-Beauty has a key influence in this consumer culture, and it is a phenomenon that supports Chinese people's interest in dramas and movies that are broadcast in China and Chinese tourists visiting Korea. However, while the difference in preference for imported brands and their own brands in the Chinese cosmetics market may be significant, so far there has not been much research done. Therefore, based on the need for such research, the following research objectives were presented: First, we want to find how Chinese women's perceived quality for Korean and Chinese herbal cosmetic brands affect their preference. Second, we want to find out how Chinese women's brand image for Korean and Chinese herbal cosmetic brands affect their preference. Third, we would like to find out how the national image of Chinese women affects their preferences for Korean and Chinese herbal cosmetic brands. Finally, the pre-knowledge of Chinese women's herbal cosmetics is to find out whether the influence of perceived quality, brand image, and national image on cosmetics preference is mediated. A total of 360 questionnaires were used to verify the theory of research in this paper. In summary, the results of the study showed that Chinese women's perception of Korean cosmetics, brand image, and national image have a positive influence on consumers' preferences. Second, Chinese women's pre-knowledge of Korean herbal cosmetics in terms of brand image, national image and consumer preference has been shown to be a mediator. Third, perceived quality and brand image of Chinese women for Chinese herbal cosmetics have a positive influence on consumer preferences. Finally, Chinese women's pre-knowledge of Chinese cosmetics in terms of perceived quality and consumer preference for Chinese herbal cosmetics has been shown to be a mediator. The findings provide the following implications: First, the Korean herbal cosmetics company will strengthen the preference of Korean herbal cosmetics by using the quality of its products, the efforts to establish a more professional and differentiated image in order to secure Chinese consumers in the huge Chinese cosmetics market, and by using the strengths of its national image, the Chinese women will be able to access and promote the Chinese women. Second, if consumers are informed in advance that their brand image and Korea are advanced in the production and promotion of cosmetics, Chinese women will have higher preference for Korean herbal cosmetics. Third, a Chinese herbal cosmetics company will further strengthen its preference for Chinese herbal cosmetics if it strives to build quality, safety, and a more professional and differentiated image of Chinese women in order to secure consumers of Chinese women in the large domestic cosmetics market. Finally, Chinese women will have a higher preference for Chinese herbal cosmetics if they inform consumers about the excellence, function and stability of their products in the production and promotion of cosmetics.