한국 화장품 구매 상황에서 기대-불일치가 쇼핑만족과 브랜드 태도에 미치는 영향

Abstract

Cosmetics industry in Korea is growing fast due to the increase of Chinese tourists and exports to China. Especially, increasing Chinese economy, growing Chinese people's disposal income, and changing Chinese people's lifestyles are drawing the global market player' attention these days. Also, the Chinese online market is exponentially booming, and its development is a great opportunity for both domestic and foreign enterprises. This study is on the behavior of Chinese tourists buying korea cosmetics when visiting Korea, and has its purpose in finding out the impacts of brand attitudes and shopping satisfaction, consistency of expectation, through the consumption status of Chinese tourists. on the actual purchasing act by conducting an empirical statistical analysis. Especially, the moderating effect of consumer conformity factors in cosmetics selections attributes and expectations-performance is analyzed. Through this study, it would be helped that the current situation of Chinese tourists korea cosmetics purchasing behavior is comprehended, Moreover, it is possible to present the future strategy of Chines consumer behavior and the marketing implications In order to carry out the purpose of this study, a survey was conducted on only 250 consumers who have experience purchasing korea cosmetics among Chinese tourists in their 20~50s who visited in Jeju Korea. 221 responses were collected, 13 responses were deleted lacking proper information fill in. A descriptive statistical analysis was applied to the remaining 207 responses. All hypotheses were tested using AMOS and SPSS 18.0. This study proposed a theoretical model, examining a sequential pattern among the cosmetics selections attributes, brand attitudes, shopping satisfaction, expectations-performance, consumer conformity. Research model of this study was proved to be acceptable through path analysis and significant findings from the study are as follows; First, korea cosmetics selections attributes(brand image, korea-wave marketing, word of mouth effect) of Chines tourists were positive(+) affected to have a expectations factor, But perceived quality was no affected. Second, korea cosmetics selections attributes(brand image, perceived quality, korea-wave marketing) of Chines tourists were positive(+) affected to have a performance factor, But word of mouth effect was no affected. Third, korea cosmetics selections attributes(brand image, perceived quality, korea-wave marketing, word of mouth effect) of Chines tourists were positive(+) affected to have shopping satisfaction. Fourth, korea cosmetics selections attributes(brand image, perceived quality, korea-wave marketing) of Chines tourists were positive(+) affected to have a brand attitudes, But word of mouth effect was no affected. Fifth, expectations-performance of korea cosmetics will be a positive(+) effect to shopping satisfaction, brand attitudes. Test results, its were positive(+) affected. Sixth, korea cosmetics selections attributes and expectations will be acts as moderating effects of consumer conformity. Test results, there was moderating effect. Seventh, korea cosmetics selections attributes and performance will be acts as moderating effects of consumer conformity. Test results, there was a partially moderating effect(brand image, word of mouth effect). The results of this study show that the demand from simple cosmetics of Chinese tourists as well as Chinese cosmetics market is gradually increasing. Therefore, if there are demands, there is market, and so korea cosmetics is expected to expand. In the future, through a study on the characteristics related to korea cosmetics purchases and consumption status, targeting Chinese tourists, it is intended to analyze the tendency of Chinese tourists on korea cosmetics and pursue customized development, as well as to pursue a continuous development strategy of the companies and products through image improvement. Finally, a ongoing research for the purpose of expanding cosmetics production and sales to not only tourists visiting Korea, but also Chinese locals is needed. However, This study has a sample consisting of Chinese tourists only who visiting Jeju Korea. Therefore it has limitations to its being generalized for all situations and demographic variables.