중국에서 한류문화가 한국산 제품의 특성과 구매의도에 미치는 영향

A Study on the Impacts of the Korean Wave on Korean Products Characteristics and Purchase Intention in China

The purpose of this manuscript is to find the impact of the Korean Wave on Korean products characteristics and to find the factors those products characteristics affect to Chinese consumers purchase intention. For this, the hypotheses and model were developed on the basis of prior studies. The survey was conducted in China of consumers who had an experience of buying Korean electronic products, fashion products and cosmetics. The results were as follows. First, the Korean Wave has a positive effect on the brand image of Korean products. Second, the Korean Wave has a positive effect on the design of Korean products. Third, it was not confirmed that the Korean Wave had a positive effect on the price and quality of Korean products. Fourth, the brand image of Korean Products had a positive effect on Chinese consumers intention of buying the products. Fifth, it was not confirmed that the design of Korean Products had a positive effect on Chinese consumers intention of buying the products. Finally, the price and quality of Korean products had a positive effect on Chinese consumers intention of buying the products. In summary, the Korean Wave had positive effects on Korean products among Chinese consumers in general. In addition, it is necessary that Korean firms localize the price, quality and design of Korean products in order to attract Chinese consumers through the Korean Wave.