In situation where multi-national corporations of the world have entered the Chinese market, in order to propel the Korean corporations to successfully enter Chinese market, it is indispensable to understand about the Chinese consumers. This research ...
In situation where multi-national corporations of the world have entered the Chinese market, in order to propel the Korean corporations to successfully enter Chinese market, it is indispensable to understand about the Chinese consumers. This research is intended to examine how the attitude of the Chinese consumers in their 20s and their attitude towards the Korean Wave (Han-Ryu) influences onto their attitudes towards Korean fashion products, and also to find out how the attitudes and brand styles for Korean fashion products affects the preferences of Korean fashion brand and the purchase intention.
For this research, the data was collected in the method of survey on 385 Chinese consumers of both genders in their 20s from May 4th of 2011 to May 14th of 2011 on the internet. As for the analysis method of the data, frequency analysis, cross-analysis, factor analysis, t-test, ANOVA and regression analysis were used.
The result of the Korean fashion brand awareness showed that Tennie Weenie, E-land, and The basic House were high, and the awareness of the brand was shown to be different according to the gender and profession. As for the attitude towards Korea and Korean Wave, attitude about Korean fashion product, and brand preference and purchase intention, there were differences in gender, family monthly income, and residential area and monthly expense of clothes. For the representative factors that show brand styles, competency, vibrancy, innovation, and emotions were generated, and among the brands with high awareness (Tennie Weenie, E-land, The basic House), only 'vibrancy' among four brand styles showed notable differences.
The attitude towards Korea and Korean Wave was shown to be influential in attitudes about Korean fashion products, and for brand preference, only vibrancy, and innovation among brand style elements were shown to be influential. For brand purchase intention, only vibrancy among brand preference and style elements was shown to be directly influential.
The result of the analysis of the difference according to brand showed that the attitude towards Korean Wave was more influential for attitude towards Korean fashion products than the attitude towards Korea for the respondents of Teenie Weenie, and for brand preference, the attitude towards Korean fashion products, vibrancy, and innovation were shown to be directly influential. Also, they were shown to be directly influential to brand preference, vibrancy, and brand purchase intention as well. As for E-land respondents, the attitude towards Korea was shown to be more influential for Korean fashion products than the attitude towards Korean Wave, and the attitude towards Korean fashion products was shown to be influential for brand preference. Also the brand preference shown to be directly influential for brand purchase intention. As for the Basic House respondents, the attitude towards Korea was shown to be more influential to attitude about Korean fashion products than the attitude towards Korean Wave, and for brand preference, the attitude towards Korean fashion products and innovation were shown to be directly influential. Also, it was shown that the brand preference was influential in brand purchase intention.
The analysis result of the difference according to gender showed that for men, the attitude towards Korean Wave was more influential to Korean fashion products than the attitude towards Korea, and for brand preference, the attitude towards Korean fashion products, vibrancy, and innovation were shown to be directly influential, and the brand preference was shown to be directly influential for brand purchase intention. For women, the attitude towards Korea was shown to be more influential to Korean fashion products than Korean Wave. For brand preference, the attitude towards Korean fashion products, as well as the competency and vibrancy among brand style elements were shown to be directly influential, and brand preference and vibrancy were shown to be directly influential in brand purchase intention.
The analysis result of the difference according to age showed that for the first half of 20s, the attitude toward Korean Wave was more influential to Korean fashion products than the attitude toward Korea. And for brand preference, the attitude towards Korean fashion products was shown to be directly influential. And for purchase intention, the attitude towards Korean fashion products, brand preference were shown to be directly influential. For the latter half of 20s, the attitude towards Korea was shown to be more influential to Korean fashion products than Korean Wave. And for brand preference, the attitude towards Korean fashion products, vibrancy, and innovation were shown to be directly influential, and the brand preference, the attitude towards Korean fashion products, were shown to be directly influential for brand purchase intention.
The results of this research can be used as the basic data for successful business performance when Korean fashion brand enters China, and they will be helpful for establishment of fashion marketing strategies.
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