국가간 전자 상거래 맥락에서 미국 소비자의 한국 화장품 구매의도

The global rise of K-culture has increased international interest in Korean cosmetics (K-beauty), shaping consumer attitudes and purchase behaviors in major markets, such as the United States. Cross-border e-commerce has emerged as a key channel that allows U.S. consumers to access Korean online platforms directly. This study examinesthe factors influencing U.S. consumers’ intention to purchase Korean cosmetics through cross-border e-commerce websites. A survey was administered to U.S. consumers aged 20–40 after they explored the global Olive Young website. The questionnaire assessed K-culture favorability, variety-seeking tendency, brand familiarity, product uniqueness, price competitiveness, attitude toward Korean online platforms, and purchase intention. A total of 438 valid responses were analyzed using partial least squares structural equation modeling (PLS-SEM). The results indicate that K-culture favorability, variety-seeking tendency, brand familiarity, product uniqueness, and price competitiveness significantly influenced attitudes toward Korean websites. Among these factors,brand familiarity and price competitiveness exerted the strongest effects. Attitude toward the platform strongly predicted purchase intention for Korean cosmetics. This study underscores the combined influence of cultural favorability and consumer characteristics on cross-border e-commerce adoption. From a practical perspective, the findings suggest that K-beauty brands should enhance brand familiarity and implement value-driven strategies when targeting global consumers.