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International Journal of Costume and Fashion - Vol. 20 , No. 2

[ Article ]
International Journal of Costume and Fashion - Vol. 20, No. 2, pp.38-49
Abbreviation: IJCF
ISSN: 2233-9051 (Print) 2288-7490 (Online)
Print publication date 31 Dec 2020
Received 12 Aug 2020 Revised 15 Nov 2020 Accepted 11 Dec 2020

The Influence of Country Image, the Korean Wave, and Website Characteristics on Cross-Border Online Shopping Intentions for Korean Cosmetics: Focusing on US and Chinese Consumers
Heesoon Yang ; Byoungho Ellie Jin ; Minji Jung
Assistant Professor, Department of Fashion and Textiles, Sangmyung University, Seoul, South Korea
Albert Myers Distinguished Professor, Department of Textile and Apparel, Technology and Management, North Carolina State University, Raleigh, USA
Doctoral candidate, Department of Consumer and Family Sciences, Sungkyunkwan University, Seoul, South Korea

Correspondence to :

Citation Yang, H., Jin, B. E., & Jung, M. (2020). The influence of country image, the Korean Wave, and website characteristics on cross-border online shopping intentions for Korean cosmetics: Focusing on US and Chinese consumers. International Journal of Costume and Fashion, 20(2), 38-49.


The purpose of this study was to examine the effects of the Korean Wave, macro and micro country image, and perceived website usefulness and ease of use on US and Chinese consumers’ intentions to purchase Korean cosmetics online. We conducted an online survey of US and Chinese consumers age 20 or older. Participants were asked to assume they were buying Korean cosmetics from the Kmall24 site. After browsing the site for 10 minutes, they responded to the questionnaire. A total of 500 responses (250 US consumers and 250 Chinese consumers) were used in the final analysis. For US consumers, the Korean Wave, perceived usefulness, and micro country image significantly affected cross-border online shopping intentions to purchase Korean cosmetics. For Chinese consumers, perceived usefulness, perceived ease of use, and the Korean Wave significantly affected cross-border online shopping intentions. Further, Chinese consumers scored significantly higher on all measured variables relative to US consumers. These findings highlight the need to understand every country’s consumer characteristics rather than judging exporting countries as homogeneous markets.

Keywords: Korean Wave, Country image, Perceived usefulness, Perceived ease of use, Cross-border online shopping intentions

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