한국산 화장품 소비가치와 국가이미지가 미얀마 소비자의 제품에 대한 태도 및 구매의도에 미치는 영향에 관한 연구:한류의 조절효과를 중심으로

The purpose of this study is to investigate the relationship among consumption values, country image, customer’s attitude and purchase intention on the consumers who have experienced in using Korea cosmetics. And then, it tries to find out the role of K-wave (K-pop, Drama, & Movie, Social media) in the relationship between customer’s attitude and purchase intention of Korea cosmetics. For the theoretical model of customer’s decision making in buying products, this study is based on the consumption selection theory suggested by Sheth et al. (1991). To accomplish the purposes of this study, the conceptual model of the hypothetical structure was established through studying the previous researches and articles. Next it follows the analysis of questionnaire on customers experienced in using Korea cosmetics by asking their perception of the variables of this study. The data of 220 samples were collected from 10 January, 2016 to 5 February, 2016 and analyzed by frequency analysis, factor analysis, reliability analysis, correlation analysis, multiple regression analysis and moderating regression analysis by SPSS 22.0. The findings of this study can be summarized as follows: First, this study found that the three consumption values; functional value, emotional value and epistemic value were found as components of efficacy values named in this study, which has uni-dimensionality. we thought the reason of it come from the characteristics of the product, cosmetics. Second, the efficacy value, social value and country image had positive effect on consumer’s attitude on Korea cosmetics. However on the other hand, conditional value had no significant effect on consumer’s attitude on Korea cosmetics. Third, this study found the different result from the previous studies, “K-wave and consumption values were influencing on the consumer’s attitude and purchase intention.” We found that the only K-pop of Korean wave was a positive moderating effect between the consumer’s attitude and purchase intention on Korea cosmetic. However on the other hand the Korean Wave; Drama & movie and Social media were no significant moderating effect between the consumer’s attitude and purchase intention on Korea cosmetics. This is interesting that K-pop is a more powerful tool than other ways of K-wave in Myanmar market. It might imply K-pop is effective in new, not yet established, market of cosmetics like Myanmar and K-pop might be the starting promotion tool in the new cosmetics market. And same as the other previous studies, the consumer’s attitude showed a strongly positive effect on consumer’s purchase intention on Korean cosmetics. By using these results, this study suggests the following strategies in business. First, it is important to raise the efficacy and social value of Korea cosmetics for the success in Myanmar cosmetics market. Second, it is also important to encourage Korea’s country image and K-pop as an exporting and marketing strategic tool, to fit the increasing demand of Korean cosmetics in Myanmar.