중국소비자에게 노출된 화장품 PPL 광고와 원산지효과가 소비자 구매의도에 미치는 영향

The Effects of Cosmetics PPL Advertising and Country-of-origin on Consumer Purchase Intention Exposed to Chinese Consumers

Since the 1990’s, trading volumes in the cosmetics industry between Korea and China have been increased. The Korea-China FTA came into effect in 2015 and it was expected to bring about many positive opportunities for various industries including cosmetics. Korean TV dramas received major hits recently in China. Due to the popularity, various types of cosmetics advertisements are being used in terms of Korean TV dramas. PPL (Product Placement) is one of them. This study is designed to analyze the relationship between PPL exposure and consumer’s intention to purchase cosmetics. Also, other factors affecting the purchasing intention such as country image, brand image, model favorability, product familiarity, country of origin, and a certification by the Chinese government (i.e., CFDA) were discussed in more detail. Several relationships were hypothesized based on theoretical foundations and previous studies. The relationships were empirically tested by SEM (Structural Equation Modeling) with SPSS/AMOS statistical package.