화장품의 지각된 제품 품질과 체험 요인이 성과에 미치는 영향 - 한・중 소비자 비교 중심으로 -

The continuing growth of the economy in China contributes to the remarkable changes in Chinese cosmetic market. China is one of the most important countries to Korean cosmetic companies since they have steadily increased the cosmetic market share in China. Therefore, more sophisticated understanding of Chinese cosmetic consumers will provide useful globalization strategies for Korean cosmetic companies. Hence, the objectives of this study is investigating the effect of halo factors (brand and store images) on quality evaluation and the effect of competence factor (salesperson’s interaction with customers) on the overall satisfaction of cosmetic purchasing. In addition, the other objective is confirming the effect of the overall cosmetics satisfaction of cosmetic purchasing on sequential performances (repurchasing intention and word-of-mouth). Also, the differences between Korean and Chinese female consumers are comparatively analyzed. In this study, a questionnaire survey was conducted with female consumers in metropolitan areas of both Korea and China. In the results of SEM (structural equation modeling) analysis, this study found the influences of halo factors on quality evaluation. Not only that, the influence of the salesperson’s competence in interaction with customers on the overall satisfaction of cosmetic purchasing was revealed. Also, in the comparative analysis of Korean and Chinese consumers, it was found that the influence of halo factors on quality evaluation is greater in the Korean consumer data than the Chinese. Inversely, the effect of competence factors in the store interaction initiated by salesperson on the overall satisfaction is more obvious in the Chinese consumer data than the Korean.