earticle

영어

The aim of this study is to verify the effect of Korean Wave and cosmetics advertising on recommendation intention of Korean cosmetics in Vietnam. Specifically this study investigated how consumers' attitudes towards Korean cosmetics including Korean Wave, Korean advertising, and national image affect on recommendation intention. To analyze this, it conducted the online survey to 298 women consumers who live in Ho Chi Minh, Vietnam. The result of analysis indicates that Korean Wave and Korean national image have a good influence on consumers' attitudes towards Korean cosmetics, and also Korean cosmetics advertising has a directly beneficial effects on consumers' attitudes. For this reason, Korean culture needs not only to be expanded through Korean Wave using K-POP and celebrities but also to be more properly provided for Vietnamese people with improving cultural value and developing new contents. Furthermore, considering the fact that consumers' attitudes towards Korean products directly affect on recommendation intention, Korean companies should try to make a good impression with a sleek design and high quality of services.