포스트 코로나 시대 베트남 소비자들의 자민족중심주의 성향이 한국 화장품 브랜드 충성도에 미치는 영향에 관한 연구: 한국 화장품 브랜드에 대한 지각된 쾌락적 가치의 조절효과를 중심으로

This study analyzed the effect of local consumers’ patriotism on consumer ethnocentrism and the effect of consumer ethnocentrism on the loyalty of Korean cosmetic brands during the COVID-19 situation in Vietnam. In addition, we analyzed the moderating effect of perceived hedonic values on the relationship between consumer ethnocentrism and the loyalty of Korean cosmetic brands. As a result of empirical analysis using the structural equation modeling, local consumers’ patriotism caused by COVID-19 had a significant positive effect on consumer ethnocentrism in Vietnam. In addition, consumer ethnocentrism had a significant negative effect on the loyalty of Korean cosmetic brands. And the perceived hedonic value had a significant positive effect on the loyalty of Korean cosmetic brands, and also showed a moderating effect to alleviate the negative effect of consumer ethnocentrism on the loyalty of Korean cosmetic brands. Therefore, Korean cosmetic companies should come up with a marketing strategy that can effectively provide the hedonic value of their brands to Vietnamese consumers in order to cope with the ethnocentrism of Vietnamese consumers in the post corona era. In order to establish an effective marketing strategy, this study suggested ways such as developing aesthetic and luxurious package designs, beautiful and sensuous advertisements emphasizing the visuals, creating an urban and luxurious atmosphere in stores where Korean cosmetic brands are distributed, and actively utilizing Hallyu content to strengthen their brand image.