중국소비자의 한국화장품에 대한 국가이미지가 품질 및 만족도에 미치는 영향 -고관여와 저관여 소비자를 중심으로

Abstract

Chinese cosmetics market benefited a vertical growth from the sustained economic growth. The sustained economic growth contributes to the remarkable improvement of Chinese consumers' awareness of cosmetics, and as a result, cosmetics become a daily necessities for Chinese female consumers. The purpose of this study is to explore that the effects of country image of Korea on cosmetics' perceived quality, customer satisfaction and behavior intention by involvement. The subjects of this study were adults aged 20 Chinese female or over who had experienced in the purchase of cosmetics products. The survey filled out the questionnaire survey in Korea and in China. Through the process of survey, 417 valid data were obtained and were analyzed by path analysis with SPSS and AMOS. The results are as summarized follows: According to the results of this study, in case of low involvement group, company/technology image, and social/political image have positive impact on trust of quality, function of quality, and product price. Trust of quality, function of quality, and product price have positive impact on customer satisfaction. And trust of quality and customer satisfaction have positive impact on behavior intention(repurchase intention and word of mouth). In case of high involvement group, company/technology image, and social/political image have positive impact on trust of quality. Social/political image have positive impact on function of quality, and product price. Trust of quality, function of quality, and product price have positive impact on customer satisfaction. And trust of quality and customer satisfaction have positive impact on behavior intention. This study might be the first empirical research that investigates the effects of country image of Korea on cosmetics' perceived quality, customer satisfaction and behavior intention by involvement. The findings of this study implied country image of good social/political image should maintain and the most important thing is trust of quality for customer satisfaction.