Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
권호 표지
DOI QR코드

DOI QR Code

The Effect of Vietnamese Mothers' Perception of the Korean Wave on Purchase Intention of Korean Brand Children's Wear

베트남 주부의 한류지각이 한국 브랜드 아동복 구매의도에 미치는 영향

  • 홍금희 (신라대학교 패션산업학부) ;
  • 손수민 (신라대학교 패션산업학부)
  • Received : 2014.02.21
  • Accepted : 2014.08.20
  • Published : 2014.10.31
Download PDF
⟨ Previous Next ⟩

Abstract

This study explored the product attributes Vietnamese mothers consider for the purchase of children's wear, the differences of product attributes between groups with different levels of conspicuous consumption, and the extent to which the Korean wave affects the purchasing behavior of children's wear brands. The results are as follows. First, the product attribute that Vietnamese mothers consider most when purchasing children's clothes is the comfort in physical activities. Fabric type and quality, sizing and fit, durability, color, child suitability, design, cutting and construction, price, fashionability, and maintenance and laundering are the other attributes (respectively) that influence the purchase of children's wear. Second, the high conspicuous consumption group considers brand, maintenance and laundering, durability, the reactions of others, and fashionability significantly more than the low conspicuous consumption group. Third, the purchase intention of Korean children's wear brands is affected by the perception of the Korean wave than the influence of the reference group or the tendency of conspicuous consumption. The results show that low prices and practicality were important considerations for children's clothing purchases by Vietnamese mothers; however, brand name and fashionability were more powerful predictors for the high conspicuous consumption group. Those with a high perception of the Korean wave also had a higher intention of Korean children's wear brand, which is indicative of the halo effect of the Korean wave. Thus, Korean children's wear brands that plan to enter the Vietnamese market should make active use of the Korean wave.

Keywords

References

  1. Bae, J. M., Kim, M. J., & Lee, C. S. (2010). An empirical study of effects of Korean wave on Chinese consumers' purchase attitude: Focused on food product and corporate image. The Journal of Modern China Studies, 11(2), 123-155.
  2. Cha, K. W., & Choi, M. Y. (2010). Conspicuous consumption and consumer conformity in the clothing purchases behavior of teenagers. Consumer Policy and Education Review, 6(1), 27-45.
  3. Cho, E. A., & Kim, M. S. (2004). Adolescents' attitude toward and purchasing behavior for the imported luxuries and the famous brand clothing as determined by conspicuous consumption. Journal of the Korean Society of Clothing and Textiles, 28(1), 76-87.
  4. Choi, H. R. (2012). Fashion market analysis and design development for expansion to southeast Asian market of Korean wave fashion: Focused on Vietnam, Ho Chi Minh city. Unpublished master's thesis, Ewha Womans University, Seoul.
  5. Cui, Y. H., & Choo, H. J. (2013). Effects of Chinese consumers' ethnocentrism and animosity on brand attitude. Journal of Korean Society of Clothing and Textiles, 37(7), 894-906. https://doi.org/10.5850/JKSCT.2013.37.7.894
  6. Do, N. A. (2012). A study on the perceptions of Korean Wave and Korean products among Vietnamese adopting Q methodology. Unpublished master's thesis, Sookmyung Women's University.
  7. Han, C. M., Chen, X., & Rhee, S. Y. (2011). The Korean wave in China and perceived images of Korean brands: Korean wave advertising vs. country-of-origin effects. Korean Management Review, 40(4), 1055-1074.
  8. Hong, K. H. (1992). A longitudinal study on clothing satisfaction: Expectation and product performance by expectation antecedents. Unpublished doctoral dissertation, Seoul National University, Seoul.
  9. Hong, K. H., & Liu, J. (2009). Korean fashion brand purchasing behavior by fashion leadership and Korean wave of college women students in China. Journal of the Korean Society of Clothing and Textiles, 33(4), 655-665. https://doi.org/10.5850/JKSCT.2009.33.4.655
  10. Hong, S. T., Kang, D. K., & Ohya Y. (2007). The effects of Korean Wave on evaluation and purchase intention for products made in Korea: Focused on cases in Japanese markets. Journal of Marketing Management Research, 12(1), 71-90.
  11. Hwang, I. S., & Cho, E. S. (2008). Effects of Korean drama satisfaction on the purchases intention for Korean cellular phone in the Chinese market. Asia Marketing Journal, 9(4), 245-270.
  12. Jeon, K. S., & Min, S. G. (1997). A study on the market penetration of imported apparel and consumer attitude toward the country-of-origin. Journal of The Korean Society of Clothing and Textiles, 21(2), 357-367.
  13. Joo, J. H. (2012). Differences of purchasing luxury brand between female and male: Focusing on conspicuous consumption and influence of reference group. Advertising Research, 94, 70-93.
  14. Jung, H. J. (2010). The effect of country image on fashion brand equity. Unpublished doctoral dissertation, Seoul National University, Seoul.
  15. Jung, H. S. (2006). The effects of consumer's perception of Korean wave (Hallyu) on Korean product purchase and country image in Chinese market. Journal of Consumer Studies, 17(3), 79-101.
  16. KEXIM Overseas Economic Research Institute. (2013). 중소기업의 베트남 시장 개척방안 연구 [Study on Korean SMEs' marketing development method in Vietnam]. The Export-Import Bank of Korea. Retrieved January 20, 2014, from http://www.koreaexim.go.kr/kr/bank/manage/noti/research_view.jsp?cpage=8&no=12022
  17. Kim, J, G., & Ahn, S. Y. (2012). Hallyu's effects on exports of Korean consumption goods: A comparative study of Chinese and Vietnamese consumers. Journal of International Trade and Industry Studies, 17(3), 193-217.
  18. Kim, J. Y., & Lee, K. H. (2011). Brand images of children's wear and mother's purchase intention: Focus on self-image congruence and behavioral intention model. The Research Journal of the Costume Culture, 19(3), 622-636.
  19. Korea Trade-Investment Promotion Agency. (2012, September). 베트남 아동복 시장, 성장세 지속 [Vietnamese children's wear market, continued growth]. KOTRA. Retrieved February 10, 2014, from http://www.globalwindow.org/gw/overmarket/GWOMAL020M.html?BBS_ID=10&MENU_CD=M10103&UPPER_MENU_CD=M10102&MENU_STEP=3&ARTICLE_ID=2156109&ARTICLE_SE=20302
  20. Lee, J. H. (2012). A study on the entry determinants and on outcome of Korea's direct investment company to the Vietnam. International Commerce and Information Review, 14(3), 185-207.
  21. Lee, H. W. (2002). 베트남에서의 "한류", 그 형성과정과 사회경제적 효과 [The Hallu in Vietnam: Its forming process and the socio-economic effects]. The Journal of the Institute for East Asian Studies Sogang University, 42, 93-113.
  22. Lee, O. Y., & Kang, K. S. (2006). Country-of-origin effect caused by Korean wave in Japan. International Commerce and Information Review, 8(4), 1-25.
  23. Paik, K. M., & Rhee, K. C. (1993). The effect of materialism and reference group on the conspicuous consumption. The Journal of Korea Home Management Association, 11(2), 1-12.
  24. Park, S. Y., & Kim, S. A. (2007). The effect Chemyon sensitivity on wedding beauty consumption behavior. Journal of The Korean Society for Clothing Industry, 9(6), 589-594.
  25. Phan, V. H. (2010). Viet Nam's Famous model for consumer and parasocial interaction - ethnocentrism advertising impact on attitudes and purchases. Unpublished master's thesis, Soongsil University, Seoul.
  26. Roth, M. S., & Romeo, J. B. (1992). Matching product category and country image perceptions: A framework for managing country-of-origin effects. Journal of International Business Studies, 23(3), 477-497. https://doi.org/10.1057/palgrave.jibs.8490276
  27. Shin, Y. W., Noh, J. Y., Kim, J. K., & Koh, A. R. (2012). A qualitative study on infant clothing consumption of goldmom. Journal of Consumer Studies, 23(2), 23-44.
  28. Sun, T., Horn, M., & Merritt, D. (2009). Impacts of cultural dimensions on healthy diet through public self-consciousness. Journal of Consumer Marketing, 26(4), 241-250. https://doi.org/10.1108/07363760910965846
  29. Sun, Z., & Kim, J. (2009). The relationship among the purchasing behavior of luxury brands affecting luxury brands preference and purchasing intention of young generation in China. Proceedings of the KAMS/KSMA, Fall International Conference Session 3, Korea, 38-49.
  30. Um, S. P., & Lee, D. I. (2012). Effects of brand constructs on brand image and brand loyalty in Vietnamese franchise market: Moderating roles of country image type. Korea Research Academy of Distribution and Management Review, 15(3), 5-23.
  31. Veblen, T. (1994). The theory of the leisure class (Dover Thrift Ed.). New York: Dover Publications, Inc.
  32. Yin, S., Hwang, S. J., & Byun, Y. S. (2012). The effects of conspicuous consumption, sales promotion and images of the country of manufacture on Chinese women consumers' purchasing attitudes to fashion luxury brands. Journal of the Korean Society of Costume, 62(1), 49-61. https://doi.org/10.7233/jksc.2012.62.1.049
  33. You, H. (2013). The effects of Korean Wave and national image on Chinese customers' re-purchase intention of Korean clothing. Unpublished master's thesis, Soongsil University, Seoul.
  34. 작년 교역액 216억 달러... 21년 새 43배 껑충 [Last year, trade volume of $ 21.6 billion... 43-fold increases in 21 year]. (2013, September 6). The Seoul Shinmun. Retrieved January 20, 2014, from http://www.seoul.co.kr/news/news-View.php?code=seoul&id=20130906017008&keyword