Journal of the Korea Society of Computer and Information (한국컴퓨터정보학회논문지)

Korean Society of Computer Information (한국컴퓨터정보학회)
권호 표지
DOI QR코드

DOI QR Code

An Empirical Study on the Effect of Korean Wave on the Brand Loyalty of Korean Products in Chinese Market

중국시장에 있어서 한류효과가 한국제품의 브랜드 충성도에 미치는 영향에 관한 실증적 연구

  • Rho, Hyungjin (Dept. of Business of Administration, Kyonggi University)
  • Received : 2013.02.27
  • Accepted : 2013.05.10
  • Published : 2013.05.31
Download PDF
⟨ Previous Next ⟩

Abstract

The mid-20th century witnessed a wide spread of Korean culture in Japan, China and Southeast Asia and China now has become the biggest trade partner and export market, as well as the No. 1 source of import and the biggest investment country of Korea. With the spreading of the Korean popular culture in China, brand loyalty to Korean products is improved. Taking the Chinese market as the basis, this research aims to make an analysis of the implications of 'Korean Wave', Korean advertisements and the image of Korea on brand loyalty to cosmetics made in Korea. To achieve the research aim, questionnaires were used in conducting the survey, mainly in Beijing. Excluding the invalid ones, altogether 180 questionnaires were collected, based on which an empirical analysis was carried out on the correlation between 'Korean Wave', effects of Korean advertisements, image of Korea, brand recognition, and brand loyalty to products made in Korea. The major analyzing tools are SPSS 20.0 and AMOS 20.0. The findings are as follows: 1. Korean films, dramas, and attachment for Korean movie stars (representative of 'Korean Wave') all have a positive influence on brand loyalty. Recognition of the country image of Korea, to some extent, also has positive implications on brand recognition. 2. Empirical analysis assists in the testing of the degree of recognition and attachment of cosmetics made in Korea, as well as brand loyalty to them.

1990년대 중반부터 한국의 대중문화가 중국 일본을 비롯한 동남아시아 지역으로 확산되는 한류 현상이 나타나기 시작했다. 이러한 한류 현상과 더불어 한국 브랜드의 인지도, 선호도, 충성도가 향상되는 결과를 가져오기도 하였다. 특히 본 연구는 한국화장품 브랜드를 중심으로 하여 한류, 광고효과, 국가이미지 등에 따른 실증연구를 통해 소비자의 구매태도에 관해 살펴보았다. 본 연구의 주요 목적은 중국 화장품시장에서 한류, 광고효과, 국가이미지의 한국 화장품 브랜드에 미치는 영향에 대해 고찰해 보는 데 있다. 본 연구목적을 달성하기 위하여 중국 북경에 있는 학생과 근무자를 위주로 180매의 설문지를 회수하여 한류, 광고효과, 국가이미지, 브랜드 인지도 및 브랜드 선호도, 브랜드 충성도의 구조적 관계를 실증적으로 분석하였다. 수집된 자료의 통계처리는 SPSS 20.0 통계패키지와 AMOS 20.0 프로그램을 활용하여 분석하였다. 분석 결과를 요약하면 다음과 같다. 한국 TV드라마 영화, 한국 스타가 한류의 대표로 연구되었다. 한국 TV드라마 영화, 한국 스타에 대한 선호와 한국 스타에 대한 애착은 한국 화장품 브랜드 인지도에 긍정적인 영향을 미친다. 그리고 국가이미지는 한국 화장품 인지도에 긍정적인 영향을 미친다고 측정되었다.

Keywords

References

  1. Park, Chaeyoung, "A Study on the Effects of Cosmetics Types on Brand Loyalty", Hongik University, Ph.D. Dissertation, 2011.
  2. Oh, Hangryeo, "A Study on the Effects of Korean National Image on Korean Products" Kookmin University, Ph.D. Dissertation, 2009.
  3. Ching, Dongching, "A Study on the Effects of National Image on Product Image, Consumer Attitude and Purchase Intention", Jeju University, Ph.D. Dissertation, 2011.
  4. Keller, Kevin, I, "Conceptualizing measuring and managing consumer-based brand equity. "Journal of Marketing, 57(January) 1993, pp.1-22.
  5. Asker, D. A, Managing Brand Equity Capitalizing on the Value of a Brand Name, New York; the Free Press, 1991.
  6. Asker. D. A.. "Dimension of Brand Personality", Journal of Marking Research, Vol,34,August, 1997, pp.347-356. https://doi.org/10.2307/3151897
  7. Rho, Hyungjin, Multivariate Analysis by Excel and SPSS, Hanol Publishing Company, 2010.
  8. Rho, Hyungjin, Research and Methodology by SPSS, Hakhyunsa, 2011.
  9. L. S. James, S. A. Mulaik, and J. M. Brett, Causal Analysis: Assumptions, Models, and Data, SAGE: Beverly Hills, CA, 1982, p.119.
  10. D. Gefen, D. Straub andM. Boudreau, "Structural Equation Modeling and Regression: Guidelines for Research Practice," Communications of the Association for Information Systems, Vol.4, No.7, 2001, p.14.
  11. K. G. Joreskog and D. Sorbom, "Model Search with TERRAD II and LISREL," Sociological Methods and Research", Vol.19, No.1, 1989, p.203.
  12. Rho, Hyungjin, Covariance Structure Analysis by Amos, Hanol Publishing Company, 2008, p.98.
  13. Rho, Hyungjin, Structural Equation Modeling by Amos, Hakhyunsa, 2011.