Korea Trade Review (무역학회지)

Korea Trade Research Association (한국무역학회)
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The Purpose of This Paper is to Study the influence of Chinese Women's Purchasing Behavior on Korean Cosmetics

중국 여성의 한국화장품 구매행동에 관한 실증분석 연구

  • Yang, Hao-Yi (Department of International Trade, Gachon University) ;
  • Kim, Suk-Chul (Department of International Trade, Gachon University)
  • 양호혁 (가천대학교 글로벌경제과) ;
  • 김석철 (가천대학교 글로벌경제과)
  • Received : 2019.01.16
  • Accepted : 2019.02.25
  • Published : 2019.02.28
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Abstract

First, this study considered the trade situation of cosmetics products between Korea and China and conducted a survey on Chinese women about the purchasing behavior of Korean cosmetics. Five hypotheses were set up to further analyze Chinese women's purchasing behaviors. Subjective norms, conspicuous consumption, perceived behavioral control, brand and Korean wave were used as five variables to analyze hypothesis tests on the impact of purchase behavior. The results of the study showed that Chinese women's subjective norms, conspicuous consumptions, brands, and Korean wave factors had a significant effect on purchasing behavior, while perceived behavioral control factors did not affect purchasing behavior.

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References

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