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Study on Chinese Consumers’ Purchase Intention on Cosmetics PPL in Korean(Hallyu) Drama

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In terms of an implication of this study, it was confirmed that hallyu celebrity-oriented imitative psychology, South Korean cosmetics brand image, PPL attitude and others have effects on purchase intention on South Korean cosmetic products and in particular, of the path coefficients, this PPL attitude variable was proved to be the most influential factor and after all, PPL strategies of South Korea’s dramas were verified as a marketing strategy that would work effectively on Chinese consumers. South Korea needs to keep creating cultures and dramas of good quality, and they also must come up with strategies to promote their creations to China.

1. Background and Purpose of Research

2. Advanced Researches on Factors to Influence Attitudes toward PPL (Indirectly-advertised) Products

3. Establishment of Research Model and Hypotheses

4. Data-gathering and Data-processing Methods

5. Research Outcomes

6. Research Conclusion and Limits

References

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