ABSTRACT
A Study on the effects of Korean basal cosmetics to Chinese consumers' buying behavior
Zhao, Chunyan
Department of Business Administration
...
ABSTRACT
A Study on the effects of Korean basal cosmetics to Chinese consumers' buying behavior
Zhao, Chunyan
Department of Business Administration
Graduate School
Cheongju University
The economy of china has been rapidly developed since the participation of World Trade Organization (WTO) in 2001 and Beijing Olympics in 2008. The national income and living standards of Chinese have been further improved. Especially in recent years, cosmetics have been regard as life necessities by Chinese people, and the consumption of cosmetics has also been increasing dramatically.
Under the influence of Korean, the appearance and quality of Korean basal cosmetics have been recognized by China consumer. In recent years, South Korea cosmetic products sales in the Chinese cosmetics market have been increasing rapidly.
This study focuses on the influence of Korean movement in China basal cosmetics’ price, quality and origin on brand appearance and Chinese consumers’ purchase, also impacts on Chinese consumers’ purchase of the brand appearance.
According to the analysis of 301 consumers’ questionnaire, which are distributing Beijing, Jinan and Liaocheng in China cities.
The results of this study list as follows:
1. Korean basal cosmetics’ price, quality and origin have a positive effect on brand appearance. The more reasonable price, the better the quality, the higher the evaluation of origin, consumers will have a better evaluation of brand appearance. The impact of price on brand appearance is measured by the coincidence degree between price and value. The impact of quality on brand appearance is measured by the suitability to Chinese consumer’s skin, side effects, the reliability of cosmetic ingredients, and perfume, and other side factors, such as adornment. The impact of origin on brand appearance is measure by country's economics’ development stage, political and cultural environment, and so on.
2. Korean basal cosmetics’ quality and origin have a positive effect on Chinese consumers’ purchase. The more positive consumers’ evaluation of the quality and origin, the more it can promote the occurrence of purchases. However the impact of price on Chinese consumers’ purchase cannot be observed.
Consumer with the age of 30 and below are sensitive to price and highly concern on price which has a positive effect toward purchase. However consumer with the age of 30 and above concerns more toward the brand, quality, and taste due to their high income. A high-priced cosmetic is much more attractive to them than these appropriate price cosmetics, and they will give priority to buying expensive cosmetics.
3. The higher of consumer’s evaluation of brand appearance, the better they can promote the purchase activation. Brand appearance is measured by the surrounding, brand name, brand reliability, creativity, professionalism.
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