Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
권호 표지
DOI QR코드

DOI QR Code

The Effect of Chinese Consumers' Self-image Congruence, Advertising Appeal, and Involvement on Advertising Attitude towards Korean Cosmetics

중국 소비자들의 한국화장품에 대한 광고모델과 자아이미지와의 일치성, 광고소구, 제품관여도가 광고태도에 미치는 영향

  • Jia Qi (Dept. of Fashion Design, Sangmyung University) ;
  • Dong Eun Choi (STEM Design Center, Sangmyung University) ;
  • Hae Sook Kwon (High-level Talent Studio, Chengdu Textile College)
  • 가기 (상명대학교 패션디자인전공) ;
  • 최동은 (상명대학교 스템디자인센터) ;
  • 권혜숙 (청도방직전문학교 하이레벨 탤런트 스튜디오)
  • Received : 2023.02.06
  • Accepted : 2023.02.23
  • Published : 2023.02.28
Download PDF
⟨ Previous Next ⟩

Abstract

This study was undertaken to observe the influence of the model image and self-image congruence of consumers in Korean cosmetic advertisements on the advertising attitude and analyze the relationship between self-image congruence and advertising demand type, participation, and advertising effect, and to help develop plans to more effectively communicate advertising images. The experimental design of this study was 2 (self-image congruence: consistency vs. inconsistency) × 2 (advertising appeal: rational appeal vs. emotional appeal) × 2 (involvement: high vs. low) three-way ANOVA. The results of the study showed that the interrelationship between self-image congruence and advertising appeal type and involvement played an important role in determining the advertising attitude. More specifically, firstly, the self-image congruence of consumers in Korean cosmetic advertising affected the advertising attitude. Secondly, in the advertisements of Korean cosmetics, consumers preferred a rational advertising appeal to an emotional advertising appeal. Finally, statistical results showed significant differences in the influence of the interaction effect of the self-image congruence status of consumers and the advertising appeal on the attitude of advertising. The Korean cosmetic involvement of consumers had a significant impact on whether the Korean cosmetic advertising model image and consumer self-image were consistent with the type of advertising appeal and on the interaction effect of advertising attitude.

Keywords

References

  1. Baek, S. M. (2012). The structural relationship among customer preference of design element, customer satisfaction, and brand loyalty in korean ethnic cosmetics (Unpublished master's thesis). Ewha Women's University, Seoul, Korea. 
  2. Chang, J. S., Lee, J. H., & Ahn, K. H. (2011). The effect of the congruence between brand personality and self-image on purchase intention. The Korean Journal of Advertising. 22(5), 7-23. UCI:G704-000514.2011.22.5.005 
  3. Choi, J. S., & Jeon, J. O. (2010). The congruence between the self-image and advertising image of consumers on advertising attitude and brand attitude. Journal of the Korean Society of Clothing and Textiles. 34(5), 784-796. doi:10.5850/JKSCT.2010.34.5.784 
  4. Chung, M. J. (2015). Analyze of advertising effect according to types of models and appeals in donation advertising (Unpublished master's thesis). Hongik University, Seoul, Korea. 
  5. Fan, B. F. (2012). A study on chinese women's satisfaction and repurchase intention of the korean naturalistic cosmetics (Unpublished master's thesis). Konkuk University, Seoul, Korea. 
  6. Homer, P. M. (1990). The mediating role of attitude toward the Ad: Some additional evidence. Journal of Marketing Research, 27(1), 78-86.  https://doi.org/10.1177/002224379002700108
  7. Hwang, H. K. (2021. Jan. 7). K-beauty's 'leap forward' despite COVID-19. YONHAP NEWS. Retrieved Jan 3, 2022. from https://www.yna.co.kr 
  8. Jang, S. (2015). Effects of experiential factors of a cosmetics flagship store on consumer attitude (Unpublished master's thesis). Sungkyunkwan University, Seoul, Korea. 
  9. Jo, Y. S., & Cho, T. Y. (2019). A study on the characteristics of the millennium generation's space consumption. Journal of the Korean Society of Design Culture. 25(1), 413-429. doi:10.18208/ksdc.2019.25.1.413 
  10. John H. A. (1984). Conceptualization and operationalization of involvement. Advances in Consumer Research. 11, 203-209. 
  11. Kang, S. Y. (2007). The study regarding the purchase preference of women in twenties with the oriental medicine cosmetics (Unpublished master's thesis). Sookmyung Women's University, Seoul, Korea. 
  12. Kim, H. S. (2002). A study on the differences of advertising effects for functional cosmetics depending on advertising appeal types (Unpublished master's thesis). Yonsei University, Seoul, Korea. 
  13. Kim, M. H. (2019. April. 26). Shinsegae seduce middle-aged people with 'change of ideas' herbal cosmetics. Financial Today. Retrieved Jan 5, 2022. from https://www.ftoday.co.kr 
  14. Kim, S. Y. (2004). A study on consumer self concept and brand image consistence (Unpublished master's thesis). Korea University, Seoul, Korea. 
  15. Ko, S. J., & Lee, Y. R. (2017). Ads message, consumers' chronological age, and subjective age: Implications for cosmetic advertisements. Journal of Product Research, 35(5), 41-50. doi:10.36345/kacst.2017.35.5.006 
  16. Kotler, P. (2003). Marketing insights from A to Z: 80 concepts every manager needs to know. John Wiley & Sons. Printed in the United States of America.
  17. KOTRA. (2020. Mar, 12). Trends in china's cosmetics. KOTRA. Retrieved Jan 12, 2022. from https://dream.kotra.or.kr 
  18. Kressmann, F., Sirgy, M. J., Herrmann, A., Huber, F., Huber, S., & Lee, D. J. (2006). Direct and indirect effects of self-image congruence on brand loyalty. Journal of Business Research, 59(9), 955-964. doi:10.1016/j.jbusres.2006.06.001 
  19. Krugman, H. E. (1965). The Impact of television advertising: Learning without involvement. Public Opinion Quarterly, 29(3), 349-356.  https://doi.org/10.1086/267335
  20. Lee, H. S., Ahn, K. H., & Ha, Y. W. (2018). 소비자 행동 [Consumer behavior]. Seoul: Jibhyeonjae 
  21. Lee, J. Y. (2021. May. 31). Sulwhasoo captures china. CONSUMER EVALUATION. Retrieved Jan 5, 2022. from http:// www.iconsumer.or.kr 
  22. Lee, J., Kim, J., & Yu, J. (2015). Effects of congruence of product, visual image, and consumer self-image on art infusion advertising. Social Behavior and Personality: an International Journal, 43(10), 1725-1740. doi:10.2224/sbp.2015.43.10.1725 
  23. Lee, M. S., & Lee, S. H. (2010). Research on the perception of fermented cosmetics and the satisfaction level of 'Korean medicine herb' cosmetics. Korean journal of aesthetics and cosmetics society, 8(3), 285-292. UCI:G704-SER000010442.2010.8.3.004  10442.2010.8.3.004
  24. Lee, S. H., Kim, Y. J., & Cho, E. N. (2008). Compareson of advertising effect on appeal types, advertising channels, brand types of cosmetics: Focused on magazines and internet Ad. The Korea Society of Craft. 11(4), 1-16. 
  25. Lee, Y. J. (2012). The effects of social media engagement on attitude toward social media advertising and advertising avoidance (Unpublished master's thesis). Sungkyunkwan University, Seoul, Korea. 
  26. Lee, Y. K. (2002). Influence of the congruence between brand personality and self-image on customer satisfaction, consumer-brand relationship and brand loyalty (Unpublished master's thesis). Ewha Women's University, Seoul, Korea. 
  27. Lim, Y. S. (2009). Effect of brand self-congruity of gold clothing on consumer-brand relations, satisfaction with brand, brand image & brand Loyalty. Korean journal of physical education, 48(4), 257-266. UCI:I410-ECN-0102-2021-600-000205392 
  28. Nam, A. Y., Jang, E. J., & Suh, C. J. (2013). Advertising effects of image congruences among brand, self-concept, and ad source. Journal of Product Research, 31(3), 37-54. dol:10.36345/kacst.2013.31.3.004 
  29. Park, E. J. (2012). The effect of advertising expression and make-up characteristics of model (Unpublished master's thesis). Hansung University, Seoul, Korea. 
  30. Park, K. H., & Choi, M. H. (2019). The cosmetic buying behavior of women in their 20s: Focused on differences by cosmetic involvement. The Research Journal of the Costume Culture. 27(6), 569-581. doi:10.29049/rjcc.2019.27.6.569 
  31. Pyo, S. J. (2013). The effect of awareness of fashion products PPL on Advertising Effect (Unpublished master's thesis). Sungkyunkwan University, Seoul, Korea. 
  32. Ray, M. L., & Batra, R. (1983). Emotion and persuasion in advertising: What we do and don't know about affect. Advances in Consumer Research, 10, 543-548. 
  33. Research (2021, Jan, 28). Cosmetics industry, china's cosmetics consumption expands quantitatively. Mirae Asset. Retrieved Jan 5, 2022. from https://securities.miraeasset.com 
  34. Robertson, T. S. (1976). Low commitment consumer behavior. Journal of Advertising Research, 16, 19-27. 
  35. Rosenberg, M.(1979). Conceiving the self. New York: Basic Books, Inc., 7. 
  36. Ryoo, J. M., & Yoo, S. C. (2020). A study on the influence of fanship on advertising attitude and intention to visit seoul: Focusing on chinese BTS fan's self-image congruity. The Journal of Image and Cultural Contents. 21, 379-420. doi:10.24174/jicc.2020.10.21.379 
  37. Seo, I. S. (2010). A study on the status of women's using herb medicinal cosmetics and on the behaviors of purchasing by age (Unpublished master's thesis). Seokyeong University, Seoul, Korea. 
  38. Sheeraz, M., Qadeer, F., Khan, K. I., & Mahmood, S. (2020). What I am, what I want to be: The role of brand experience in the relationship of self-congruence facets and orientation toward happiness. Journal of Business & Economics, 12(1), 43-61. 
  39. Sirgy, M. J. (1982). Self-concept in consumer behavior: A critical review. Journal of Consumer Research, 9(3), 287-300.  https://doi.org/10.1086/208924
  40. Suh, S. H., Kim, C. K., & Lim, J. W. (2002). A study of the advertising message strategy in introduction and maturity stage on PLC. Advertising Research. 0(55), 51-85. 
  41. Suo, Y. P. (2015). A comparative study on satisfaction and repurchasing intention of korean oriental medicine cosmetics between korean and chinese female consumers (Unpublished master's thesis). Konkuk University, Seoul, Korea. 
  42. Thorson, E., & Page, T. (1988). Effects of product involvement and emotional commercials on consumers' recall and attitudes. Nonverbal Communication in Advertising, 11-126. 
  43. Wang, J. D., Seo, H. S., & Lee, E. H. (2016). A comparative study for korea and chinese women about herbal cosmetics. Korean Society of Cosmetics and Cosmetology. 6(1), 43-55. 
  44. Yu, E. J., & Kim, J. D. (2014). A study on awareness and use of korean herbal cosmetics. Korean Society of Cosmetics and Cosmetology, 4(2), 155-166. uci:I804:11041-000000013818 
  45. Zaichkowsky, J. L. (1985). Measuring the involvement construct. Journal of Consumer Research, 12(3), 341-352.  https://doi.org/10.1086/208520
  46. Zhang, J. H., & Koo, H. G. (2017). A study on information search of chinese women cosmetics consumers who living in beijing. Journal of Consumption Culture, 20(3), 169-197. doi:１0.17053/jcc.2017.20.3.009  https://doi.org/10.17053/jcc.2017.20.3.009
  47. 韩文强, 冯居秦., & 帖晓瑛(2018). 中草药化妆品市场调研分析及预测-以西安市场为例. 中国市场, 30. 32-33. 
  48. 李金金, 罗长浩., & 袁秀平. (2018). 中草药在化妆品行业中的研究现状及发展策略, 杨凌职业技术学院学报, 17(3). 8-10.