• The Research Journal of the Costume Culture
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• v.25 no.1
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• pp.32-47
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• 2017

As the popularity of Korean drama and celebrities in China, Korean fashion is becoming increasingly popular in the Chinese market. Although the effect of Korean drama on Chinse consumers' attitudes toward Korean products are known, little research has been conducted to understand the mechanisms underlying the impact of Korean drama on the development of consumer attitudes. Thus, this study examines how Chinese consumers' exposure to Korean dramas has influenced their attitudes towards Korean fashion products. Applying the similarity-attraction theory, the study explores the roles Chinese consumers' perceived similarities in appearance and values with Korean characters in TV dramas plays in the process of attitude development. Data was collected via an online survey and the responses of 317 Chinese consumers in their twenties were used for data analysis. The results of structural equation modeling show that exposure to Korean dramas has a direct impact on Chinese consumers' perceived appearance similarity, perceived value similarity, image of Korean people, and attitudes toward Korean fashion products-results that support the theory of mere exposure. In addition, the analysis demonstrates that perceived appearance similarity positively influences the image of Koreans among Chinese people, which, in turn, influences attitudes toward Korean fashion products, supporting the similarity-attraction theory. However, the effect of perceived value similarity on attitude toward Korean fashion products was not significant. The study concludes by describing its practical implications for the Korean fashion industry and presenting ideas for future research.

• The Journal of the Korea Contents Association
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• v.10 no.3
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• pp.436-443
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• 2010

The purpose of this study is to investigate whether there are differences in three attitudes-attitudes toward English learning, attitudes toward American, and attitudes toward American culture between Korean and Chinese university students learning Korean in Korea. The subjects are 211 students, who are 101 Korean and 110 Chinese. Gardner(1985)'s AMTB questionnaire was administered to measure the learners' attitudes. And the collected data were analyzed by t-test to examine the differences between two groups. The results of this study showed that there were statistically very significant differences in attitudes toward English learning and there were significant differences in attitudes toward American between two groups. But there were no differences statistically in attitudes toward American culture between two groups. To make better learning environment for English learners, the differences in other affective variables between two groups need to be studied.

• Journal of Physiology & Pathology in Korean Medicine
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• v.22 no.6
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• pp.1383-1389
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• 2008

This paper investigates the attitudes of medical users toward Korean oriental medicine and traditional Chinese medicine and their future demand. The subjects are 404 university students both in Korea and in China. The items that were questioned in this paper were the attitudes toward Korean oriental medicine and traditional Chinese medicine, the experience of using the medicine, the reason they used the traditional medicine, the factors that made them satisfied with the medicine, and the future plan for using the traditional medicine. The reason the university students were selected as subjects was that they have more possibilities as future users of the traditional medicine. This paper show that Chinese students have more positive attitude toward the traditional medicine than Korean students. The Koreans' experience rate of using the traditional medicine was comparatively high and the subjects in both the countries used the western medicine for the symptoms of a cold and dental problems. For the illness of stomach, Korean and Chinese subjects used the traditional medicine and the western medicine half and half. This paper presented the subjects with the common 14 diseases that they can have and asked which medicine they will use when they have the diseases. The results of analysis indicate that the subjects tend to use different medical institution according to the diseases. The subjects in Korea and China selected different medical institution for the same disease. From the analysis of the questionnaire, it can be seen that there are some differences between Koreans and Chinese in using the medical institution, which results from the difference in medical culture and the relationship between the traditional medicine and medical users could be figured out.

• Journal of the Korean earth science society
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• v.28 no.1
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• pp.24-34
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• 2007

The purpose of this study was to analyze 9th grade students' understanding about the earth science terms written by Chinese characters depending on their loaming style and attitudes toward science. The study selected the eight students with the middle level of science achievement and divided into four groups: verbal-high attitude toward science, verbal-low attitude toward science, visual-high attitude toward science, and visual-low attitude toward science learners. Three types of questionnaires including Korean characters type, a picture type, md Korean and Chinese characters type were developed to determine the students' understanding about the earth science terms written by Chinese characters. The results of data indicated that the 9th grade students' understanding showed no significant difference by their different teaming style, and yet demonstrated higher level of understanding in Korean and Chinese characters type questionnaire rather than Korean characters type only or a picture type. On the other hand, the level of students' understandings both in Korean characters type and a picture type was about equal. In conclusion, it seems more effective in students' teaming about the earth science terms written by Chinese characters when they were provided with both Korean and Chinese characters.

• Journal of Fashion Business
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• v.15 no.3
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• pp.156-165
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• 2011

The purpose of this study was to examine the influence of major variables and their relationship with the males' appearance consciousness that affect the men's cosmetic consumption. Also, the study also intended to verify the differences of men's cosmetic consumption between Chinese and Thai males. The samples consisted of 200 males who ranged in age from 18 to 35 years (M=24.64). One hundred participants were Thai and one hundred were Chinese. Based on literature review, six research questions were proposed. For data analysis, descriptive statistics, factor analysis, t-test, and multiple regression were used for this study. As the results, the sociocultural attitudes of consumers towards their appearance are positively relevant to the self-esteem and public self consciousness. Also, appearance consciousness such as appearance evaluation and appearance orientation led more cosmetic consumption. Chinese males revealed higher scores on public self-consciousness, appearance orientation, and sociocultural attitudes toward appearance than Thai males. Based on these results, some implications for global cosmetic markets would be suggested.

• Journal of Fashion Business
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• v.15 no.4
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• pp.155-166
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• 2011

The purposes of this study was to examine Chinese consumers's perception toward Korean fashion brands. Especially, this study aimed to compare the Chinese consumers in three local groups (Beijing, Shanghai, & Yangji). The subjects used for this study were one hundred ninety-six participants(male; 110, female; 86) in 20s age who live in China. For data analysis, descriptive statistics, Cronbach's alpha, and t-test were used. Cronbach's alpha test revealed that all instruments which were used for this study had over 0.85. As the results, first, 67.9% of Chinese consumers perceived Korean brands correctly as Korean brands. Also, 42.5% of Chinese participants had purchased Korean fashion brand products such as Teenie Weenie or E-land. Second, there were not significant differences in brand attitudes among three group participants. However, there was a significant difference in 'brand preference' factor, one of three brand attitudes, between two ethnic groups. Finally, there were not signifiant differences in brand image, while there was a significant difference in intelligent brand image, one of 4 brand image factors, between two ethnic groups. These results of this study would be very useful for Korean fashion brand marketers in order to understand Chinese fashion consumers more details, and provide more efficient fashion marketing strategies.

• Journal of Fashion Business
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• v.21 no.6
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• pp.1-15
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• 2017

This study examines the various responses of Chinese consumers, depending on the nationality of the fashion advertising model featured in an advertisement; it explores the effects of a congruence between self-image and advertising image (CSIAI) on consumer attitudes. This study was conducted by collecting data online; 200 samples selecting a Korean model and 200 samples selecting a Chinese model with a fashion brand were analyzed. A structural equation model confirms the conceptual framework for the influence of CSIAI on consumer attitudes and purchase intentions. The results show that the perceived CSIAI of consumers positively influences their attitude toward the advertising and the brand, and further, that advertising and brand attitudes significantly affect the purchase intention of consumers. This positive relationship is moderated by the nationality of the model. These findings suggest that the nationality of the model can serve as an important retail mix for global marketers. Other results and management implications are also discussed.

• Journal of the Korean Society of Costume
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• v.57 no.10
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• pp.74-86
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• 2007

An empirical study was conducted on fashion cultural products, targeting foreigners from diverse cultures. Its purpose was to identify foreigners' attitudes toward fashion cultural products of which design sources were derived from the Korean culture. The quantitative research using questionnaires was targeted at Americans, Chinese and Japanese who visited Korea. The questionnaires were back-translated into different languages for completion by the test subjects. Out of a total of 424 surveys returned, 393 were deemed usable. As a result of data analyses using SPSS 12.0 and AMOS 5.0, we found that: First, two attitude factors, the authenticity and aesthetic elements, exerted a significant effect on the intent to purchase. However, the last attitude factor, care and carriage convenience, did not significantly influence the purchase intention. Second, there was no significant difference in the attributes regarded as important when purchasing fashion cultural product between people from the U.S. and Japan. However, people from China showed differences in the attributes compared to the U.S. and Japan. Third, we found that attitudes toward fashion cultural products were different among respondents of three countries. It was revealed that the Chinese liked Korea's fashion cultural products the most, followed by Americans and Japanese. This research is significant because investigating foreigners' attitudes toward fashion cultural products for reaching out to a broader market abroad would contribute to help building an market entry planning.

• Journal of Information Technology Services
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• v.11 no.2
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• pp.69-91
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• 2012

The purpose of the study is to investigate the effects of direction of comments about online reviews and the credibility of web sites on brand attitudes toward restaurants. Also, the study compared two study results using Korean and Chinese on-line users to assess the feasibility of the application of on-line marketing developed in Korea to Chinese internet user contexts. The results show that the credibility of web sites and the direction of comments influence the brand attitude as hypothesized. Overall, the results from two country consumer groups are similar. However, there are unique results including the significant interaction effects between the direction of comments and the credibility of web sites only for Chinese on-line users on the brand evaluation tasks and for Korean on-line users on the purchase intention. The cultural value might cause these different results across the nations.

• The Korean Journal of Food And Nutrition
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• v.30 no.3
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• pp.440-453
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• 2017

In this study, we conducted an empirical analysis using structural equation modeling (SEM) by distributing questionnaires to 208 Chinese tourists who constitute the largest proportion of foreign tourists visiting South Korea. The survey was conducted in a face to face (FTF) manner with the aim to contribute to globalization of Korean cuisine through comprehensive analysis of the effects of preference characteristics of Korean wave dramas on the relationship among images, attitudes, and purchase intentions for Korean cuisine. The main actor characteristics among the preference characteristics of Korean wave dramas had a significant effect on the attitudes and purchase intentions for Korean cuisine. However, the thematic characteristics among the preference characteristics of Korean wave dramas did not have a significant effect on the purchase intentions for Korean cuisine; in addition, the production characteristics did not have a significant effect on the attitudes and purchase intentions for Korean cuisine. The eco-friendly and health images of Korean cuisine had a significant effect on the purchase intentions for Korean cuisine, and the attitudes toward Korean cuisine significantly affected the purchase intentions for Korean cuisine. Based on the results of this study, it is considered necessary to continuously publicize Korean cuisine through Korean wave dramas to build positive attitudes toward Korean cuisine through enhanced images of Korean cuisine.