Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
권호 표지
DOI QR코드

DOI QR Code

An Exploratory Study on Hallyu Product Purchase Decision Making Process of Iranian Women in their 20s -Based on Beauty Products and Fashion Products-

20대 이란 여성 소비자의 한류 상품 구매의사결정과정에 관한 탐색적 연구 -뷰티 제품과 패션 제품을 중심으로-

  • Received : 2018.08.09
  • Accepted : 2019.01.05
  • Published : 2019.02.28
Download PDF
⟨ Previous Next ⟩

Abstract

This study investigates the decision-making processes of Iranian women in their twenties who purchased Hallyu beauty and fashion products. We conducted ten in-depth interviews of Hallyu enthusiasts who previously purchased Hallyu products. Interviewees were recruited using a snowball sampling technique based on nonprobability sampling. Interviews were conducted in the 1:1 in-depth interview format for one hour of each interview from April 11, 2017, to May 14, 2017, using semi-structured questionnaires, and recorded with consent. Our analysis of the characteristics of consumption behaviors of the women used seven steps of the purchase decision-making process. This study used interviews to analyze the following questions. Research Question 1. What is the decision process for Iranian women's consumer products purchase? Research Question 2. What are the characteristics and meaning of each stage of Iranian women's consumer decision-making process? Data collection in this study was limited to participants in their twenties; however, this research will be helpful for future Hallyu and Iranian consumer analysis. A follow-up study should examine the purchasing decisions of women in additional age groups in order to generalize the results.

Keywords

References

  1. Ahn, K., Hwang, S., J., & Jung, C. J. (2010). Fashion marketing (3rd ed.). Seoul: Soohaksa.
  2. Andreasen, A. R. (1968). Attitude and consumer behavior: A decision model. In H. H. Kassarjian & T. S. Robertson (Eds.), Perspectives in consumer behavior (pp. 498-510). Glenview, IL: Scott.
  3. Blackwell, R. D., Miniard, P. W., & Engel, J. F. (2001). Consumer behavior (9th ed.). Ft. Worth, TX: Harcourt College Publishers.
  4. Cheon, D. H. (2017). The effects of new Hallyu cultural contents and business Hallyu on emotional image, attitude and visit intention. International Journal of Tourism Management and Sciences, 32(5), 181-198. doi:10.21719/IJTMS.32.5.10
  5. Cho, E., Lee, J. M., & Rah, J. Y. (2017). Effect of country image on product evaluation and purchase intention of Korean products: Evidence from Vietnam, Indonesia, and Malaysia. Family and Environment Research, 55(2), 153-166. doi:10.6115/fer.2017.012
  6. Creswell, J. W. (1998). Qualitative inquiry and research design: Choosing among five traditions. Thousand Oaks, CA: Sage Publications.
  7. Espinoza, L. (2017, December 7). A look into the international presence of Korean Drama. Hallyu Story, 44, 18-23. Retrieved July 31, 2018, from http://kofice.or.kr/a10_KoreanWave/a10_KoreanWave_03_list.asp?seq=120&page=1
  8. Han, C. M., Chen, X., & Rhee, S. (2011). The Korean wave in China and perceived images of Korean brands: Korean wave advertising vs. country-of-origin effects. Korean Management Review, 40(4), 1055-1074.
  9. Hill, C. E., Thompson, B. J., & Williams, E. N. (1997). A guide to conducting consensual qualitative research. The Counseling Psychologist, 25(4), 517-572. doi:10.1177/0011000097254001
  10. Kang, K. S. (2012). An exploratory study on the Hallyu (Korean wave) tourism in the Middle East market. Journal of Tourism and Leisure Research, 24(8), 363-382.
  11. Kim, C. S. (2010). Effects of media exposure, perceptions of media importance, and media performance satisfaction on voters' political disaffection and efficacy. Journal of Communication Science, 10(3), 157-190.
  12. Kim, J. D. (2016, Summer). Korean Wave's Present and Future after the Iran economic sanctions release. Hallyu Now, 15, 14-21. Retrieved July 31, 2018, from http://www.kofice.or.kr/b20industry/b20_industry_01_view.asp?seq=276&page=1&find=??&search=
  13. Kim, J. H. (2016, May 8). The Korean wave in the Middle East becomes cultural sympathy. SWRI.org Retrieved July 31, 2018, from http://www.seri.org/kz/kzBndbV.html?ucgb=KZBNDB&no=155904&cateno=
  14. Kim, J. Y., & Ahn, K. M. (2012). How Chinese population's preference to Korean wave contents does influence their intent to purchase Korean product, visit Korea and learn Hangul. The Journal of the Korea Contents Association, 12(5), 447-458. doi:10.5392/JKCA.2012.12.05.447
  15. Kim, K. (2017). Trends of qualitative research in Korean library and information science journals. Journal of Korean Library and Information Science Society, 48(1), 373-396. doi:10.16981/kliss.48.1.201703.373
  16. Kim, S. (2014). Neo-Hallyu in the Middle East, the major part of the Korean Creative Economy. Annals of Korean Association of the Islamic Studies, 24(1), 41-67.
  17. Kim, Y. C. (2012). Qualitative research methodology I: Bricoleur (2nd ed.) Seoul: Academypress.
  18. Kim, Y. W., & Choi, J. M. (2009). The study of new digital generation's utilization of fashion information. Korean Journal of Human Ecology, 18(2), 465-476. https://doi.org/10.5934/KJHE.2009.18.2.465
  19. KOCCA. (2017, October, 10). Content Industry Trend of UAE. KOCCA. Retrieved November 24, 2018, from http://www.kocca.kr/cop/bbs/view/B0000153/1834325.do?menuNo=200911
  20. KOFICE. (2009). Hallyu, beyond Asia and into the world. Seoul: Author.
  21. KOFICE. (2016, January 21). Global Hallyu Issue 2016, No. 103. KOFICE. Retrieved July 31, 2018, from http://kofice.or.kr/b20industry/b20_industry_01_view.asp?seq=921&page=4&find=&search
  22. KOFICE. (2017, May 17). Global Hallyu Issue 2017, No. 132. KOFICE. Retrieved July 31, 2018, from http://kofice.or.kr/b20industry/b20_industry_01_view.asp?seq=959&page=1&find=&search=
  23. Koo, G. Y. (2014). The media and mass culture of Iran in the global era: Encounters with the Korean Wave in Iran. Journal of Korean Association of the Islamic Studies, 24(3), 1-25.
  24. Kotler. P. (1994). Marketing management: analysis, planning, implementation and control (8th ed.). Englewood Cliffs, NJ: Prentice Hall.
  25. Lee, H., Ahn, K., & Ha, Y. W. (2010). Consumer behavior (5th ed.). Paju: Bobmunsa.
  26. Lee, H. Y., Kim, M. J., & Kim, C. H. (2016). The study on the tourism industry attitude of the visit Korea of tourism experts in Iran. FoodService Industry Journal, 12(4), 111-129. doi:10.22509/kfsa.2016.12.4.008
  27. Lee, O. Y. (2006). The impact on country image and product evaluation caused by Korean Wave in China. International Business Review, 10(2), 107-136. https://doi.org/10.21739/IBR.2006.09.10.2.107
  28. Lee, S. J., & Bai, B. (2009). A qualitative analysis of the impact of popular culture on destination image: A case study of Korean wave from Japanese fans. Travel and Tourism Research Association: Advancing Tourism Research Globally, 4. Retrieved November 28, 2018, from https://scholarworks.umass.edu/cgi/viewcontent.cgi?article=1398&context=ttra
  29. Lincoln, Y. S., & Guba, E. G. (1985). Naturalistic inquiry. Newbury Park, CA: Sage Publications.
  30. Marton, K. (1979). A coding theorem for the discrete memoryless broadcast channel. IEEE Transactions on Information Theory, 25(3), 306-311. doi:10.1109/TIT.1979.1056046
  31. Mason, J. (2002). Qualitative researching (2nd ed.). London: Sage Publications.
  32. McIntosh, W. D., & Schmeichel, B. (2004). Collectors and collecting: A social psychological perspective. Leisure Sciences, 26(1), 85-97. doi:10.1080/01490400490272639
  33. Merriam, S. B. (1998). Qualitative research and case study applications in education: Revised and expanded from case study research in education. San Francisco, CA: Jossey-Bass Publishers.
  34. Moon, S. R. (2017, June 20). Time to flap the k-beauty flag in Arab. Global Cosmetic Focus: Middle East. Retrieved November 23, 2018, http://cmn.co.kr/mobile/sub_view.asp?news_idx=23420
  35. Mowen, J. C., & Minor, M. (1997). Consumer behavior (5th ed.). Upper Saddle River. NJ: Printice Hall.
  36. Oh, D. (2014). Korean Wave of Middle East reflected in Middle East's media-The phenomenon, success reasons, success effects and problems-. Asian Cultural Studies, 34, 169-205.
  37. Oh, M. H., & Kim, I. (2014). The effect of consumer attitude toward fashion products on SNS's characteristics to purchase intention and on-line word of mouth. Journal of the Korean Society of Fashion Design, 14(1), 101-120.
  38. Oh, M. Y. (2016). A study on the country of origin effect of Korean Wave in the U.S: Focused on the ways of the country of origin effects according to Korean mass culture content type and product type. The Korean Journal of Advertising, 27(7), 89-119. doi:10.14377/KJA.2016.10.15.89
  39. Park, H. N. (2018, May 8). 'DongDaeMun myth' StyleNanda, 100% share sale to L'Oreal. Fashionbiz. Retrieved July 31, 2018, from http://www.fashionbiz.co.kr/article/view.asp?idx=166675
  40. Park, H. S., & Fei, X. (2012). Clothing purchasing behavior and attitude toward the Korean Wave and Korean fashion according to the lifestyle of Chinese women in their 20s. Journal of the Korean Society of Clothing and Textiles, 36(7), 690-702. doi:10.5850/JKSCT.2012.36.7.690
  41. Park, J. Y. (2017, June 19). Iranian cosmetics market trend. KOTRA. Retrieved November 24, 2018, from https://news.kotra.or.kr/user/globalBbs/kotranews/4/globalBbsDataView.do?setIdx=243&dataIdx=159317
  42. Park, O. (2017). An analysis on the Korean Wave on national brand and product image: Focusing on the consumer market in the Middle East. Journal of Global Culture, 8(1), 83-103.
  43. Rhee, E. Y., & Chung, I. H. (2010). Research methodology in clothing & textiles (2nd ed.). Paju: Gyomoon Publishers.
  44. Seo, J. (2014). An evaluation of Middle Eastern media on the Korean Wave. Journal of Korean Association of the Islamic Studies, 24(1), 69-89.
  45. Seo, J. M. (2016, June 1). Iran, The Great Middle East cooperation and the New Base of Korean Wave!. The Unified Korea, 390, pp. 52-53.
  46. Sohn, S. W. (2018, June 4). [Anchor Report] 'Billboard 200 chart no.1' BTS, economic value of 1 trillion won?. SBS CNBC. Retrieved July 31, 2018, from http://sbscnbc.sbs.co.kr/read.jsp?pmArticleId=10000903881&pc_searchclick=sub_news_total_02_03
  47. Suh, B. G. (2017, July 22). 美 Rolling stone, "BTS as one of the 10 new artists you need to know". The Herald Business. Retrieved July 31, 2018, from http://biz.heraldcorp.com/view.php?ud=20170722000102&ACE_SEARC=1
  48. Wu, L., & Yu, H. (2015). Korean cosmetic purchase behavior of Chinese female tourists visiting Korea according to Korean wave recognition, purchase purpose and appearance involvement. Journal of Korean Society of Cosmetology, 21(2), 336-346.
  49. Yang, W. D., Rhee, Y. S., Kim, S. A. (2010). Influences of South Korean popular cultures on preferences to and purchasing intentions on Korean fashion merchandise-Focusing on dalian areas of china-. Proceedings of the Korean Society of Clothing and Textiles, Fall Conference, Korea, 84.
  50. Yoon, A., Chung, N., & Koo, C. (2017). The relationship among destination attractiveness, value, and revisit intention perceived by Muslim tourists: The moderating effect of usefulness of online tourism information. International Journal of Tourism and Hospitality Research, 31(7), 67-82. doi:10.21298/IJTHR.2017.07.31.7.67
  51. Yu, J., Nam, S., Park, S., & Jin, J. (2014). The analysis on the economic effects of Korean Wave ('Hallyu') in China. The Journal of Modern China Studies, 15(2), 117-144. https://doi.org/10.35820/JMCS.15.2.4