중국 라이브 콘텐츠의 왕홍(网红)을 통한 한국화장품 브랜드 선호도 및 구매의도 연구

The Impact of Wanghong on Brand Preference and Purchase Intention in Korean Cosmetics Live Commerce

Live commerce in China, which integrates real-time streaming and e-commerce, has rapidly developed. Influencers play a critical role in shaping consumer perception and behavior through interactive communication. Given the growing popularity of Korean cosmetics, understanding how influencers affect brand preference and purchase intention among Chinese female consumers has become increasingly important. This study focused on Chinese women in their 20s and 30s with prior experience watching live streams featuring Korean cosmetics. A total of 226 valid survey responses were collected, and the data were analyzed using SPSS 27.0 for descriptive statistics, reliability, correlation, and regression analyses. The results indicate that influencers’ informativeness, trustworthiness, and attractiveness positively influence brand preference, which in turn significantly enhances purchase intention. Notably, trustworthiness also exerts a direct, significant positive effect on purchase intention, highlighting its crucial role in building consumer confidence. Moreover, brand preference was found to mediate the relationship between influencer characteristics and purchase intention. These findings emphasize that, in cross-cultural live commerce contexts, the informativeness, trustworthiness, and attractiveness of influencers are key determinants of consumer engagement, brand preference, and buying decisions. For Korean cosmetics companies targeting Chinese consumers, collaborating with influencers who are highly informative, credible, and appealing can effectively strengthen brand image, foster consumer trust, and drive sales conversion, offering practical guidance for optimizing marketing strategies in the rapidly expanding live commerce market. This study contributes to the understanding of the interconnections among cultural context, digital marketing strategies, and consumer behavior, providing both theoretical support and practical guidance for related research.