| Summary: | 碩士 === 銘傳大學 === 企業管理學系 === 106 === This research explores the relationship between the emerging culture in entertainment industry which is Korean wave, country of origin, consumer ethnocentrism, religious commitment, and social media towards purchase intention on Korean beauty products. The industry keeps growing tremendously and this topic is going to help new business leaders to know potential market to expand their business especially regading Korean beauty products.
The purpose of this study is to investigate the effects of Korean wave influence on purchase intention by using Theory of Planned Behavior that was formed by Ajzen (1985) as a reference to this study’s conceptual framework and to see the comparison result between Taiwan and Indonesia.
Further, this study created a comparison result between two different countries, Taiwan as a developed country and the other one is Indonesia that is still developing. However, the two countries are both greatly influenced by Korean wave. Therefore, based on the literature review a conceptual model has been developed that attempts to examine the influence of Korean wave, country of origin, consumer ethnocentrism, religious commitment and social media towards purchase intention.
Data was collected by an online questionnaire during January to February 2018. In order to analyze the result, SPSS statistical software was used to describe demographic information of the sample and following that LISREL program was used to run structural model and to examine the proposed hypotheses.
|
|---|
