A Study On The Effect Of The Propensity For Conspicuous Consumption On Korean Cosmetics Purchase Behavior

In this paper,a study on Chinese female consumers who prefer Korean cosmetics on the recent Korean wave has been conducted.In this study,it has been analyzed how the conspicuous consumption affects Korean cosmetics purchase behavior and intention of purchase in Chinese women.Secondly,it will be focused on how these effects affect the increasingly diverse Korean cosmetics market in China.Furthermore the study is intended to provide basic data that can be used for product planning and unique marketing strategy for Koran cosmetics companies targeting Chinese women.In order to do so,420 surveys have been distributed from December 01,2016 to January 31,2017.Except for the incomplete responses,a total of 377 copies were used in the final analysis.SPSS for windows 21.0 has been utilized to analyze the data.Data was processed by using frequency analysis,factor analysis,reliability analysis,T-verification and regression analysis.The results are summarized below.As a result of examining the difference of purchasing behavior according to consumer’s conspicuous consumption level,it was found that the group with high conspicuous consumption tendency showed higher purchasing behavior than the low group.The fashion seeking purchase behavior was highest among the difference between high and low groups.Furthermore,Korean cosmetics purchase intention is different from the conspicuous consumption tendencies.Finally,the purchase intention has an impact on the Chinese female consumers conspicuous consumer tendencies on the Korean cosmetics purchase behavior.The result of this study can be used as a material to look at the tendency of conspicuous consumption of Chinese women who use Korean cosmetics,purchase behavior of Korean cosmetics,and intention of purchasing Korean cosmetics.In addition,it can be used as a basic material for beauty development and marketing for the Chinese market.T is expected that Korean cosmetics brands will achieve great growth if they are provided with basic data for appropriate marketing to enter the Chinese market.