한류가 한국화장품 브랜드 태도, 만족 및 향후 구매의사에 미치는 영향

A Study of Effects of Hallyu(Popularity of Korean Pop Culture) on Brand Attitude, Brand Satisfaction, and Purchase Decisions Regarding Korean Cosmetics -Focusing on Vietnamese college students-

This study conducted a questionnaire survey amongst Vietnamese college students to empirically investigate the effects of hallyu(popularity of Korean pop culture) and brand attitude, brand satisfaction, and purchase decisions regarding Korean cosmetics. For data analysis, cross-tabulation analysis, t-test, and multiple regression analysis were performed using SPSS 11.0 for Windows. Then, the study results found the following: First, a strong preference for Korean stars, TV series, and films generated a positive effect. Second, brand attitude regarding Korean cosmetics had a significant effect on brand satisfaction (β=0.320, t-value=5.709, p<0.001). Third, a strong preference for Korean stars brought a positive effect. Fourth, a strong preference for Korean TV series and films had a positive effect on purchase decisions regarding Korean cosmetics. Fifth, a high satisfaction with Korean cosmetics brands brought a positive effect. In summation, the study results found that hallyu preference has a positive effect on Korean cosmetics brand attitude. In other words, it was confirmed that the national image of Korea has had a positive effect on Korean cosmetics.