A Comparative Study on the Effects of Korean Wave and Corporate Social Responsibility on Chinese Purchase Intention: Western Inland & Eastern Coast of China

This study investigates the influence of Korean wave and Corporate Social Responsibility on the relationship amo ng national image, corporate image, b rand image and consumer purchasing intention. we used survey data collect ed from 578 effective respondents by distributing questionnaire during Feb 25th to March 10th in 2016, which wer e analyzed by using SPSS 19.0 and Amos 17.0. Overall, the results showe d that Korean wave and Corporate So cial Responsibility had a significant eff ect on purchase intention through me diating roles of national image, corpor ate image and brand image in both W estern Inland of China and Eastern Co ast of China. Korean wave and brand image play a larger role in Chinese pu rchase intention in Western Inland of China, and CSR and corporate image play a larger role in Chinese purchase intention in Eastern Coast of China. L astly, the authors discuss the theoreti cal and managerial implications and p rovide some suggestions for the Kore an enterprises.