• The Korean Journal of Community Living Science
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• v.19 no.3
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• pp.411-418
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• 2008

The purposes of this study were to investigate the effect of perceived Korea image on the evaluation and purchase intention of Korean apparel products and examine the effect of perceived Korea image on preference of Korean image and Korean apparel brand among Chinese female consumers. As variables of perceived Korea image, marketing stimulus and popular culture elements were included. Data were obtained from 350 Chinese women in the 20s and 30s who were living in Shanghi, China. Data were analyzed by frequency analysis, ANOVA, multivariate regression using SPSS WIN 12.0. The results of this study were as follows. First, the preference of Korea image was significantly affected by marketing stimulus and popular culture (e.g. TV drama of Korea). However, only marketing elements significantly affected on the preference of Korean apparel brands. Second, purchase intention of Korean apparel products was influenced by marketing stimulus, the preference of Korean apparel brands and the evaluation of Korean apparel products. Popular culture element which was main element of Hanliu was not affected significantly to purchase intention of Korean apparel products. As source of Korean brand image for apparel product, Chinese female consumers used more Korean TV drama and entertainers. This study provides an insight into Korean fashion marketers for developing market strategies in China.

• Asia-Pacific Journal of Business
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• v.10 no.1
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• pp.55-72
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• 2019

Natural disasters and transient resource extraction cause new environmental problems and the waste of resources has also become a big problem. Because these kinds of environmental damage and pollution are harmful to human beings, the problem of environmental protection has become a global issue. In this situation, most consumers prefer Eco-Friendly products that benefit their health and can reduce environmental pollution as well. Businesses also try to develop marketing strategies that position products focused on the environment. At this point, the study has categorized extrinsic properties of Eco-Friendly products into brand images, the reliability of Eco-marks, advertisement views, and researches how the properties have effects on the perceived values and perceived risk in the process of consuming and how the perceived values and perceived risk have implications for purchasing intention. The consumer's perceived values are classified into emotional, social and Eco-friendly values. On the research of existing Chinese consumers or organic milk products, this study explains how the Chinese consumers make an assessment of the extrinsic property of Eco-Friendly products in the Chinese market and provide strategic implications to the Chinese market entrants.

• Journal of Fashion Business
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• v.14 no.5
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• pp.176-194
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• 2010

According to the economy recession of U.S.A and Europe, the value of China market has been increased. Therefore the in-depth studies were essential for the companies and brands which look for new rising market. This study typed Chinese consumers by lifestyle and analyze the demographics and clothing purchasing behavior. The result of the internet survey which was carried out targeting Shanghai residents, established several consumer types of men and women respectively. In case of male consumers, established 4 groups like indifferent to advertising/brand group, seriously considering brand/health group, seriously considering leisure group, and seriously considering education group. In case of female consumers, established 3 groups like seriously considering education/food group, seriously considering housing/leisure group, and seriously considering shopping group. These groups were showed significant differences to demographics and clothing purchasing behavior. These characteristics about the groups must be reflected to marketing and merchandising strategies.

• The Korean Journal of Community Living Science
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• v.16 no.3
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• pp.57-64
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• 2005

The purpose of this study was to compare clothing attitudes and the criteria for clothing selection between Korean and Korean-Chinese college female students in the Yanbian region of China. The subjects were selected as follows: 404 Korean female college students in the Choongchung area and 242 Korean-Chinese female college students in the Yanbian region of China. Questionnaires were used to collect the data and the data was analyzed by frequency, factor analysis, and t-test. The major results of this study were as follows: The clothing attitudes of the total respondents were classified into 5 factors: the fashion involving factor, the modesty involving factor, the economy conscious factor, the brand-name oriented factor, and the practical user factor. The modesty involving factor, the economy conscious factor, the brand-name oriented factor, and the practical user factor were significantly different between Korean and Korean-Chinese college female students. Korean consumers thought highly of the economy conscious factor and the practical user factor compared with Korean-Chinese college female students. However, Korean-Chinese college female students thought highly of the brand-name oriented factor and the modesty factor compared with Korean consumers.

• Journal of Distribution Science
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• v.10 no.11
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• pp.21-30
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• 2012

Purpose - This study aimed to analyze the strategy of late domestic entrants into the Chinese retail market, focusing on the case of Lotte-Mart, given that there are few studies on market entry strategies of domestic retail companies in China. Research Design, data, methodology - The methodology of this paper is a case study approach, focusing on literature reviews and a few interviews. We conducted a survey by disseminating questionnaires and conducting interviews focusing on the Chinese retail market, and analyzed Lotte-Mart's market entry strategy in China. Results - Lotte-Mart chose M&A as the mode of entry, pursuing quick market entry and rapid expansion. It chose small to medium size cities with relatively less competition. Subsequently, Lotte-Mart devoted significant effort towards localization, attempting to organize stores and assorting products to fit the Chinese consumers' preferences. It operated CSR programs to increase its brand awareness and to create a favorable brand image. Conclusions - Lotte-Mart now needs to devise alternative corporate strategies for business expansion and growth. An understanding of the Chinese retail market and the case study analysis of Lotte-Mart's market entry strategy offers significant insights for domestic retail companies looking to expand into China.

• Journal of Korea Trade
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• v.24 no.6
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• pp.61-81
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• 2020

Purpose - This paper examines how the consumer animosity of partner country influences the purchase of foreign products. We analyzed news sentiment to determine whether Chinese consumer's animosity affect the purchase of the products made in Korea around the time when the U.S. Terminal High Altitude Area Defense missile system was deployed in South Korea. Design/methodology - To measure the tone of Chinese consumer animosity more carefully, we utilized a text mining technique of the Chinese language to read the public's opinion. Using Chinese news paper's editorials of 2015.1-2018.10, we analyzed the sentiment toward Korea and regressed it with Korean export to China. Findings - Empirical results report that Chinese consumers tended to reduce their purchase of consumer goods from Korea when the animosity increased, that is, the sentiments of Chinese news editorials were negative. In contrast, the animosity did not affect the purchase of Korean intermediates or raw materials. We further analyzed the effect by dividing the animosity into three categories; politics, economics, and culture. Among these groups, political news exhibits a unique effect on Chinese purchase on consumer goods from Korea. Originality/value - Existing literature on animosity models has measured the animosity by collecting the consumers' opinions through survey at a given time point, whereas it is measured by analyzing the tone of the press release by sentiment analysis during the time period around the event occurrence in this study.

• Journal of Distribution Science
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• v.12 no.2
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• pp.7-16
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• 2014

Purpose - The purpose of this study is to target Chinese consumers of Korean agri-food through the analysis of agri-food brand identity images to set future directions for proposed agri-food exports to China. Since negotiations began for a free trade agreement (FTA) between Korea and China, some Koreans have worried about the Korean agriculture sector. The world trading system has undergone many changes in recent years. Since the start of FTA negotiations on agriculture, China and Korea have faced a heightened sense of crisis. China is trying to export agricultural products so actively that its agricultural exports could increase by more than 7% annually. China exported about one-tenth of its agricultural products to Korea in the period 2002-2010. Recently, the importance of brand identity has tended to increase, as the world becomes one unified market. In this situation, we should try to promote agri-food exports to China. It is very important to understand consumers' recognition of Korean food and the image of the Korean agri-food industry, to establish an export strategy. Research design, data, and methodology - This study targeted 2,800 adult men and women aged 25-59 years living in four major cities in China (Beijing, Shanghai, Guangzhou, and Qingdao) with a household income within the top 10% level in the China, using the one-to-one interview survey method. In addition, four groups by region (eight people per group) for a total of 32 groups were surveyed by using the focus group interview (FGI) research method, and impressions of imported agri-food were surveyed using 17 questions about fresh agri-food and 22 questions on processed agri-food. Factor analysis, brand positioning, biplot analysis, and so on, were carried out based on the results of these surveys. This research presents the brand identity of Korean food; according to the analyses, the brand identity is based on trust, safety, and attractiveness. Result - Factor analysis results showed that Chinese consumers expect four major qualities in imported fresh agri-food: freshness/safety, attractive appearance, premium branding, and excellent taste/quality. In the case of processed agri-food, it turned out that Chinese consumers are focused on safety/hygiene/freshness, health, and taste. In addition, in the fresh agri-food analysis by country, American foods had the upper hand; the image of American foods was also recognized as the most positive for processed agri-food. Meanwhile, according to the biplot analysis, Korean agri-food is strongly preferred for its appearance, but no country is strongly preferred as regards the level of freshness/safety that is expected by Chinese consumers. Conclusions - In this study, we analyzed the image of imported agri-food expected by Chinese consumers by reconstructing agri-food characteristics from the brand perspective. The research result shows that a Korean brand identity must be the ultimate goal for activities undertaken to enhance the image of Korean agri-food in the future. Additional research is needed because brand image can be formed through various channels.

• Journal of Mushroom
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• v.2 no.2
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• pp.102-108
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• 2004

The mushroom production is rapidly growing worldwide and mushroom present a great potential in agricultural promotion in Korea. Many researches have been done on the cultivation, disease control and breeding of mushrooms over last 20 years. The researches, on the other hand, on the utilization and processing of mushrooms and comparatively poor. A survey on consumer behavior of Korean, Chinese and Japanese consumers on mushrooms procurement and consumption was carried out. The main purchasing place for mushrooms by Korean and Japanese consumers was mart while the conventional market was the main purchasing place for Chinese consumers. Chinese and Japanese consumers had better recognition on processed mushroom products compared to Korean consumers. Chinese and Japanese consumers bought pickled mushrooms while Korean consumers were experienced in tea products made of mushrooms. The most popular method for cooking mushrooms by all the three country's consumers is saute.

• 한국경영정보학회:학술대회논문집
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• 2007.06a
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• pp.494-499
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• 2007

Recently, owing to the rapid development of Internet and information technology in China, the growth of consumers' purchasing activities in the Internet Shopping Mall has been truly phenomenal. Thus, it is considered essential to understand what affects Chinese consumer's intention to purchase in the Internet Shopping Mall. Based on prior studies, trust is thought as a key factor affecting on Chinese consumers' purchasing intention. Hence, the purpose of the study is to investigate the effects of Chinese consumer's trust on purchasing intention of Internet Shopping Mall. In order to accomplish the purpose of this study, a research model has been established and it suggests that there are significant relationships between trust and purchasing intention, e-commerce knowledge and trust, perceived reputation and trust, perceived risk and trust, perceived ease of use and purchasing intention. The results of the study show that the relationships between these variables are all significant. This research confirms the important effect of Chinese consumer's trust on purchasing intention. Implications of these findings are discussed for researchers and practitioners.

• Journal of Distribution Science
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• v.14 no.12
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• pp.23-30
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• 2016

Purpose - As socially responsible consumption increases, green marketing emerges as a new philosophy in marketing. A number of companies are now putting forth green marketing strategies. But there is no single definition of "green brand" that can be used interchangeably. In this paper, we attempt to explore the meaning for "green brand," especially in Information and Technology products. Research design, data, and methodology - The author developed qualitative and quantitative research design. In particular, the paper approaches this topic from the Asian consumers' perspective and applies ethical concepts to green brand research. For this, Chinese and Korean consumers were used as consumer segmentation variables to investigate their ethical perspectives. Results - Qualitative research showed that there are several attributes and benefits we need to consider for green brand. Quantitative study showed positive correlations of the two variables: the higher the consumer ethics are, the more they prefer green brands. Conclusions - The current study shows that consumers clearly have a certain propensity toward green brand equity. Thus, marketers should consider the consumers' evaluation about green brands. This paper also proposes that ethics have a close relationship with green brand equity, and companies may use ethics in marketing strategy management.