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http://dx.doi.org/10.15207/JKCS.2022.13.03.291

The Effect of K-Beauty Brand's Social Responsibility Activities on Purchase Intention through Value : Focusing on the Comparison of Korean and Chinese Consumers  

Lee, Sun-Joo (Department of Beauty Cosmetics, Konkuk University)
Jeong, Yun-Hee (Department of Business Administration, Konkuk University)
Publication Information
Journal of the Korea Convergence Society / v.13, no.3, 2022 , pp. 291-299 More about this Journal
Abstract
This study aims to study the effect of K-beauty brand's social responsibility activities on purchase intention through value, and to conduct a comparative study using Korean and Chinese data. To To test the hypothesis, a total of 480 data were collected from Korean and Chinese and analyzed using SPSS 27 and LISREL 8.8. As a result, it was found that economic responsibility affect efficient value, and ethical responsibility positively affect social·ethnic value. Also, the effect of efficient value and social·ethnic value on purchase intention had also positive effect for both Korean and Chinese. Regarding the difference in path coefficient, it was found that the influence of social·ethnic value on purchase intention was greater for Chinese than for Korean. These research results expand the theory of K-beauty brands' social responsibility activities and provide practical applications for K-beauty brands operating in China. If a comparative study on the impact of other social responsibility activities is conducted in the future, better implications can be provided.
Keywords
K-Beauty Brand; Economic Responsibility; Ethically Responsibility; Efficient Value; Social and Ethnic Value; Purchase Intention;
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Times Cited By KSCI : 2  (Citation Analysis)
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