중국패션시장에서의 스타광고효과: 한류스타와 중국스타의 비교

The Effects of Advertising Endorsed by Celebrities in Chinese Fashion Market: A Comparison between Hallyu and Chinese Celebrities

This study investigated the effects of advertising endorsed by Hallyu and Chinese stars in the Chinese fashion market. Two Chinese fashion brands (Semir and Yishion) were selected, and stimulus of ads were developed. A self-administered questionnaire was developed for data collection, and a total of 78 responses were obtained from Chinese students enrolled in universities in Korea. Factor analysis revealed that star attributes consisted of three factors for both Korean and Chinese celebrities in the ads: expertise, credibility, and attractiveness. In the ads endorsed by Hallyu stars, attractiveness had a significant effect on attitudes toward the brand; attitudes and attachment toward the brand significantly affected purchase intentions for the fashion brands. In the ads endorsed by Chinese stars, credibility had a significant effect on brand attachment, which led to the intent to purchase the fashion brands. This study also discussed the managerial implications for developing star marketing in Chinese market from a global perspective.