Study on the Impact of Korean Wave in China and Indonesia on Cosmetic Product Image and Purchase Intention

The cosmetics industry in Korea, which exports have recently grown rapidly, can be said to have been influenced by the continued Korean Wave overseas. However, based on the experiential marketing theory that connects to value relationships with customers, there is very little analysis of the impact of the Korean Wave on the image and purchase of Korean products. This study empirically analyzed the impact of the Korean Wave on cosmetic product image and product purchase intention among 260 Chinese and Indonesian female consumers by the structural equation models using AMOS 26.0. Among the sub-factors of experiential marketing, feel experience, sense experience, think experience, and act experience had a significant effect on cosmetic product image and purchase intention, but relate experience had no effect. A comparison between the two countries showed a significant difference. In China think experience and sense experience had a significant impact on the cosmetic product image, but in Indonesia sense experience and relate experience had a significant impact on the cosmetic product image. The impact of cosmetics product image on purchase intention was greater than that of other experience factors in both countries, while China had a slightly greater influence than Indonesia. The results of this study can be used to improve the image of cosmetic products and promote sales promotion policies using the Korean Wave. Since the impact of the Korean Wave varies depending on the country, local culture and characteristics must be taken into consideration or differentiated Korean Wave promotion policies must be implemented.