중국 소비자들의 한국에 대한 적개심이 한국 화장품 구매 의도에 미치는 영향과 브랜드 이미지, 브랜드 충성도의 조절효과에 관한 연구*

The Impacts of Consumer Animosity in Chinese Consumers on Purchase Intention of Korean Cosmetics: Focusing on Moderating Effects of Brand Image and Brand Loyalty

Recently, the diplomatic problems between South Korea and China due to the THAAD issue have made it difficult for Korean cosmetic companies in the Chinese market. The difficulties faced with Korean cosmetic companies in the Chinese market are mainly due to the animosity of the Chinese people. This study investigates the relationship between the consumer animosity and the purchase intentions of Korean cosmetic brands and then analyzes the moderating effects of the brand image and brand loyalty. For this study, we conducted empirical analysis using hierarchical multiple regression. As a result, consumer animosity appears to have a negative effect on the purchase intention of Korean cosmetic brands. And brand image and brand loyalty appears to be moderating variables that have a positive moderating effect on the relationship between the consumer animosity and the purchasing intentions of Korean cosmetic brands. The results of this study suggest that it is the best way for Korean cosmetic companies to improve the brand image and brand loyalty in order to continue their business in China.