The purpose of this study is to understand the global cosmetic market, the current situation, characteristics of the Chinese cosmetic market, characteristics of the Chinese cosmetics consumer, and the import and export state of Korean cosmetics in the Chinese market. It goes without saying that the most important purpose of this study is to research the effects of the country and brand image of Korean cosmetics on Chinese consumers' brand attitude and purchase intention.
To achieve the study purpose, the structural equation model is used to verify and analyze the result. The questionnaires aim at the consumers in Nanjing, China. Altogether, 120 are collected. Through SPSS coding, the exploratory cause and effect analysis is carried out, and low cause and effect items are removed, in order to ensure feasibility items for objects to conduct certain cause and effect analysis. In certain cause and effect analysis, after ensuring the feasibility and reliability of constructing concept, AMOS is used to verify the research model.
Through the above verification, the study has the following conclusions:
Firstly, country and brand image have a certain effect on the consumers' brand attitude. Thus, Korean cosmetics enterprises need to make efforts on the advertisement of country brand and the publicity as to the cosmetic quality and function in order to give a good image to Chinese consumers.
Secondly, through verification analysis, country image and consumers' brand attitude have a certain influence on consumer awareness. Therefore, Korean cosmetics enterprises should master the consumers' psychology, forming the long-term interpersonal relationships, then constructing consumers' purchase intention preferably.
Thirdly, through verification analysis, brand image of Korean cosmetics has no effect on Chinese consumers' purchase attitude. It can infer that besides Korean brands, there are also lots of foreign brands in China. Thus, Chinese consumers do not understand Korean brands completely and thoroughly.
Finally, through the study, Korean country image has a certain effect on the brand image of Korean cosmetics.