중국소비자에게 노출된 화장품 PPL 광고와 원산지효과가 소비자 구매의도에 미치는 영향

• 영문명: The Effects of Cosmetics PPL Advertising and Country-of-origin on Consumer Purchase Intention Exposed to Chinese Consumers
• 발행기관: 한국무역연구원
• 저자명: 천희영(Hee-Young Cheon) 조혁수(Hyuk-Soo Cho)
• 간행물 정보: 『무역연구』제14권 제2호, 553~568쪽, 전체 16쪽
• 주제분류: 경제경영 > 무역학
• 파일형태: PDF
• 발행일자: 2018.04.23

국문 초록

Since the 1990’s, trading volumes in the cosmetics industry between Korea and China have been increased. The Korea-China FTA came into effect in 2015 and it was expected to bring about many positive opportunities for various industries including cosmetics. Korean TV dramas received major hits recently in China. Due to the popularity, various types of cosmetics advertisements are being used in terms of Korean TV dramas. PPL (Product Placement) is one of them. This study is designed to analyze the relationship between PPL exposure and consumer’s intention to purchase cosmetics. Also, other factors affecting the purchasing intention such as country image, brand image, model favorability, product familiarity, country of origin, and a certification by the Chinese government (i.e., CFDA) were discussed in more detail. Several relationships were hypothesized based on theoretical foundations and previous studies. The relationships were empirically tested by SEM (Structural Equation Modeling) with SPSS/AMOS statistical package.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구모형 및 가설설정

Ⅳ. 실증분석 결과

Ⅴ. 결론

키워드

CFDA (China Food and Drug Administration) Cosmetics FTA (Free Trade Agreement) PPL (Product Placement)