Proper

Abstract

Background/Objectives: Because young people of China began to imitate the clothes and cosmetics of the dramas personae of the Korean TV plays, so the Chinese increased attention to Korean products and brand. These concerned about stimulating the purchase desire to make Korean brand market expanded rapidly in China. As a result, this research to make consumers of China increasingly to understand the Korean TV plays as fashion product and purchase intent to produce the effect of the degree of consumer preference. The research will provide help for the Korean fashion product successfully into China market. For this purpose, we conducted a questionnaire survey on Chinese female college students in Korea. Findings: 1. Relationship between the elements of Korean fashion product image and brand preference is analyzed. Price, value and reputation, favorability, popularity were statistically significant. However, technology and quality were not statistically significant. 2. The relationship between brand preference and purchase intention showed that brand preference was statistically significant. 3. The relationship between the elements of Korean fashion product image and purchase intention showed that reputation, favorability, popularity were statistically significant. But design, color, material,price, value andtechnology, quality were not statistically significant. Applications/Improvement: This study will provide basic information proper marketing strategies in order to successfully enter the Chinese market, the Korean fashion brand. Moreover, it is expected to be useful data for the corporations which plan to establish Korean fashion brand entering the Chinese market.