Study On The Influences Of South Korean Cosmetics Brand Personality On Chinese Consumers'Brand Preference

Ever since the reform and opening-up in China,more and more international brands start to swarm into the Chinese market.The entry of these international brands not only changes Chinese consumers' consumption choices and consumption habits,but also aggravates the competitive pressures among all major international brands in the Chinese market.Along with the progressive innovation of industry technology and growing reliance of product optimization on technology,the functional discrepancy among all products presents the narrowing tendency.However,brand personality has increasingly formidable influence on consumers' consumption choices and habits.As a result,from the perspective of corporate differentiation strategy,brand personality will play a vital role in consumers' consumption behaviors and psychological preferences and accordingly affect the long-term development of companies.The thesis firstly summarizes relevant document literature,defines relevant concepts of brand personality and consumers' brand preference on this basis and analyzes corresponding components.Brand personality is interpreted from the perspective of affection,excitement,sophistication and sincerity,while brand preference is explored from the perspective of cognitive preference,affective preference and behavioral intention preference.Afterwards,based on the theoretical basis,the thesis elaborates the influential mechanism of brand personality on consumers' brand preference and takes brand preference as the dependent variable and brand personality as the independent variable to construct the theoretical model.Taking South Korean cosmetics brands which enter to the Chinese market in early days as the example,the thesis designs the questionnaire and collects data according to the variables involved in the relation model targeted at the respondents of Chinese consumers.Pursuant to data collection and arrangement results,the thesis firstly conducts overall descriptive statistical analysis on data results,secondly conducts validity and reliability analysis and correlation analysis on dependent variables and independent variable and regression analysis on all variables.As indicated by regression results,(1)Chinese consumers agree with the dimension of “affection”,“sincerity”,“excitement” and “sophistication” proposed by Kim Yugyeong(2000);(2)Consumers with diverse brand preferences naturally perceive diverse brand personality.In other words,in respect of cognitive preference,“excitement” has supreme influence,successively followed by “sophistication” and “affection” in order of importance.In respect of affective preference,“excitement”,“sophistication” and “sincerity” successively produce influence on affective preference in order of priority.In respect of behavioral intention preference,“affection”,“sincerity”,and “excitement” will exert positive influence.Among the three factors,“sincerity” has relatively prominent influential power,successively followed by “excitement” and “affection” in order of priority.Meantime,gender and age generate regulating effects on the relation between South Korean cosmetics brand personality and Chinese consumers' cognitive preference,affective preference and behavioral intention preference.Eventually,on account of above empirical analysis and South Korean cosmetics brand characteristics,the thesis raises relevant suggestions concerning the optimization of brand personality for South Korean cosmetics companies from the viewpoint of brand personality.