| Summary: | 碩士 === 國立臺灣師範大學 === 全球經營與策略研究所 === 105 === The Korean government in the 21st century, had a plan to enhance the development of country image. For example, in 1994 the government began to promote cultural innovation and revitalization of the industry. In the past few years, the Korean government put a lot of effort to promote and improve the Korean country image, by using a lot of media and internet, one of the most commonly used method is using the famous Korean actors or singer to promote the South Korean Tourism Representative, to sum up, the "Korean wave” enhance and reverse the new Korea country image.
“Korean wave” spreads across the world, for instance South Korea's makeup and skincare brand came to Taiwan to develop the development of the beauty market, as a matter of fact South Korea cosmetics brands use celebrities for advertising, rapidly increase visibility of the brand.
Therefore, the purpose of this study is to explore the Taiwan female consumer’s desire on the purchase of Korean cosmetics, affective commitment, brand innovation, service quality, country image, and which factor will change the consumer’s purchase intention.
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