한류드라마 시청 전후 중국 소비자의 한국화장품 브랜드 인식변화 연구

Abstract

The study conducted a research on changes in how peo ple would recognize Korean cosmetic brands appearing in Korean dramas after they watched this latest most loved Hallyu drama, ‘You Who Come from the Stars.’ The stud y targeted Chinese people who have purchased Korean c osmetics due to the popularity of Hallyu dramas and aim ed to discuss how their watching Hallyu dramas would affect their understanding on Korean products and brand s. As for a research method, 30 of the Chinese people livi ng in Chungcheong area who have purchased Korean cos metics after watching Korean dramas were selected as re search participants and for about two weeks from April 15 to 25 of 2015, the study had one-on-one in-depth inter views with the participants and in the interviews, the par ticipants answered questions in the survey. The findings of the research on correlations between components of K orean dramas and fashion accessories in the dramas repo rted that first, when watching the dramas, the respondent s were most interested in stories and then, in costumes, cosmetics, leading characters and main bags. Second, the study expected differences in the people’s preference to K orean cosmetics before and after they watch the Korean dramas and found out that the viewers’ understanding on the cosmetic brands had significantly changed before and after they watched the dramas. IOPE, Hanyul and Miseen- Scene had gone up by a great deal and, all the researc h hypotheses were consequently adopted. The understan ding on IOPE had increased most impressively which wa s followed by understanding on Hanyul and Mise-en-Sce ne and, IOPE turned out to be this brand that had enjoye d the most significant changes in people’s understanding on the brand.