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DOI :
Journal Korea Society of Visual Design Forum , Vol.49, No.0, 97 ~ 108, 2015
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| Title |
| Analysis of Perspectives on the Image of South Korea as a Nation, Attitudes toward Korean Cosmetics, and Purchasing Intentions among Chinese Female Undergraduate Students - Focused on Beijing, Shanghai, Guangzhou - |
| 윤지영 Yoon Ji-young , 유태순 Yoo Tai-soon |
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| abstract |
| Background This study deals with the Perspectives on the Image of South Korea as a Nation, Attitudes toward Korean Cosmetics, and Purchasing Intentions among Chinese female undergraduate students and seeks to comprehensively handle the existing results, which have been studied individually.
Methods In order to identify the structural relations, a survey was carried out, intended for 937 Chinese female undergraduate students. And then the survey data was analyzed using AMOS 22.0 and SPSS 22.0.
Result The findings are in the following: First, korean country image, cosmetics product image, cosmetics product attitude excercised direct & indirect influence on cosmetics purchasing intention.
Conclusion The findings are in the following: First, korean country image, cosmetics product image, cosmetics product attitude excercised direct influence on cosmetics purchasing intention. Second, korean country image has an indirect effect on cosmetics product attitude through cosmetics product image. cosmetics product image exercises an indirect effect on purchasing intention through cosmetics product attitude. Third, korean country image has an indirect effect on purchasing intention through cosmetics product image, cosmetics product attitude. cosmetics product image exercises an indirect effect on purchasing intention through cosmetics product attitude. |
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| Key Words |
| 한국국가이미지, 화장품이미지, 화장품태도, Korean Country Image, Cosmetics Product Image, Cosmetics Product Attitude |
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