Journal of the Korea Academia-Industrial cooperation Society (한국산학기술학회논문지)

The Korea Academia-Industrial cooperation Society (한국산학기술학회)
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Effects of Marketing Strategies on Intention of Purchase: Comparison between China and Korea

문화적 요소와 마케팅 전략의 수준이 구매의도에 미치는 영향: 중국과 한국의 비교

  • Yaxiu, Guandian (Department of Arts and Cultural Management, Graduate School, Hongik University) ;
  • Shin, Hyung-Deok (College of Business Administration, Hongik University) ;
  • Park, Ji-Hye (Department of Arts and Cultural Management, Graduate School, Hongik University)
  • 관전아수 (홍익대학교 대학원 문화예술경영학과) ;
  • 신형덕 (홍익대학교 경영대학) ;
  • 박지혜 (홍익대학교 대학원 문화예술경영학과)
  • Received : 2019.02.25
  • Accepted : 2019.05.03
  • Published : 2019.05.31
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Abstract

Following the uprise of the Korean Wave, Korean big entertainment corporations, such as SM or YG, are selling cultural products through their subsidiaries. These cultural products or 'cultural goods' are using artists' images of the entertainments for various products including stationary, consumer electronics, cosmetics, snacks, etc, to produce significant profits. We focused on the level of marketing strategy that affects the intention of purchase of those cultural goods. Specifically, we classified three levels including product-level(quality and design), brand-level(price and brand name), and corporate-level(merchandising and sales methods) and investigated if consumer nationality has any effects on the relationship. Based on the survey results performed by 220 Korean and Chinese college students, we found that Chinese consumers generally have higher intention to purchase on Korean cultural goods. Especially, Chinese consumers showed that their purchase intention is affected by price and brand name strategies, thus we found that they are more sensitive to brand-level marketing strategies.

한류 문화의 인기가 지속됨에 따라 SM과 YG 등 국내 대형 엔터테인먼트 기업은 자회사를 통해 자체적으로 한류 문화상품을 기획 및 판매하고 있다. 소속 아티스트와 아이돌의 이름과 이미지 등을 활용한 굿즈(goods)는 문구, 전자제품, 화장품, 식품 등 여러 종류의 제품으로 제작되어 판매되고 있으며 해당 기업의 중요한 수익창출의 수단이 되고 있다. 본 연구는 이러한 현상에 주목하여 굿즈와 같은 한류문화상품의 구매의도에 미치는 영향요인으로서 마케팅 전략의 수준을 제품수준(품질/디자인), 브랜드수준(가격/브랜드명) 기업수준(상품구색/판매방식)으로 구분하여 각 수준의 전략이 구매의도에 미치는 영향이 중국과 한국 국적에 따라 상이한가에 대해 분석했다. 중국과 한국 대학생 총 220명을 대상으로 설문조사를 진행하여 회귀분석을 수행한 결과 한국 응답자 보다는 중국 응답자의 한류문화상품 구매의도가 전반적으로 높게 나타났다. 특히 한국 응답자에 비해 중국 응답자는 제품의 가격과 브랜드명에 따라 구매의도에 차이를 보임으로써 중국소비자가 브랜드수준 마케팅 전략에 더 민감하게 반응하는 것을 발견했다.

Keywords

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Fig. 1. Research Model

Table 1. Revenue Trend of SM Entertainment (Unit: 100 million won)

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Table 2. Influential factor of purchase intention

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Table 3. Descriptive Statistics

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Table 4. Regression Output

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