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In recent years, the tourism industry has witnessed substantial increases in the number of international tourists worldwide. Tourists from Japan and China, who account for more than 50 of all visitors to Korea, are likely to purchase cosmetics products, partly because of the socalled Korean wave, a widely accepted form of Korean popular culture across Asia. This study examines the cosmetics purchase behavior of Japanese and Chinese tourists visiting Korea and investigates various factors influencing their purchase behavior. Questionnaires were collected from October 1st to 17th, 2010 from 93 Japanese and 131 Chinese female tourists. The results of the study indicate significant differences between the two groups for most of the variables. In general, Chinese respondents were more likely to be satisfied with and have a favorable view of Korean cosmetics products. Both groups considered cosmetics prices to be competitive. Both groups considered fashionability to be an important attribute. The purchase amount was significantly related to information sources and benefits sought for Japanese respondents, whereas it was significantly related to exposure to the Korean wave, benefits sought, attitudes toward Korean cosmetics for Chinese respondents. The purchase amount was not significantly related to the number of visits, monthly income, and age for Japanese respondents, whereas it was significantly related to all three variables for Chinese tourists.

Keywords: Cosmetics; International Tourists; Korean Wave; South Korea

Document Type: Research Article


Publication date: January 1, 2012

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  • The International Journal of Management Cases (IJMC) developed in 2002 from its predecessor The Journal of Management Cases, and present case studies across a broad range of management disciplines. The IJMC is the official journal of the CIRCLE Research Centre. CIRCLE (Centre for International Research Consumers, Locations and their Environments) is a virtual research group spreading over 70 universities.
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