Korean cosmetics thanks to the Korean wave has captured the hearts of Chinese consumers. Cosmetics has become the leading Korean export item that has seen the rapid growth in demand, due to the growing popularity of the Korean wave or Hallyu. Becaus... Korean cosmetics thanks to the Korean wave has captured the hearts of Chinese consumers. Cosmetics has become the leading Korean export item that has seen the rapid growth in demand, due to the growing popularity of the Korean wave or Hallyu. Because Korean Wave has been represented mostly by the popular culture such as K-pop and K-drama, and not by the traditional Korean culture, strategies to diversify export markets to Asia and other world markets are necessary to sustain Korean wave. The purpose of this study is to analyze the mediating effects of attitude between the familiarity with Korean culture and purchase intention, and to find out effects of Chinese consumers' familiarity with Korean culture on Korean cosmetics purchase intention. Based on earlier studies, variables are chosen for the estimation model and four hypotheses were presented. To test the hypotheses, a survey was conducted for Chinese consumers through online and offline. A total of 250 questionnaires were distributed and 211 was used for final analysis. An SPSS 21.0 was used to carry out frequency, reliability, and correlation analysis. Multiple regression analysis suggested by Baron and Kenny(1986) was performed to investigate the mediating effects of attitude on the relationships between familiarity with Korean culture and purchase intention of Korean cosmetics. Also Sobel-Test was conducted to re-verify the significance of the mediation effect. The main results of this study can be summarized as follows: First, familiarity with Korean culture positively affected Chinese consumers' purchase intention. Second, familiarity with Korean culture positively affected Chinese consumers' attitude about Korean cosmetics. Third, positive attitudes has positive effects on the purchase intention of cosmetics. Fourth, there are partial mediating effects of attitude on the relations between familiarity with Korean culture and purchase intention of cosmetics. This study contributes the research in that it tested the mediating effects of attitude on the relations between familiarity with Korean culture and purchase intention and find the existence of its effects. ，韩语毕业论文，韩语毕业论文 |
