The Effects of Consumer Characteristics, Awareness of Korean Fashion Brands, and Satisfaction with Korean Fashion Products on Word of Mouth (WOM) Experiences and Behavior -Focusing on Chinese Students in Korea-

소비자 특성, 한국브랜드에 대한 인지도, 패션제품 만족도가 구전경험과 구전행동에 미치는 영향 -재한 중국유학생들을 중심으로-

  • Kim, Soram (Dept. of International Trade, Inha University) ;
  • Jo, Soo Kyoung (Dept. of Fashion Design & Textiles, Inha University) ;
  • Gao, Yan (Dept. of Clothing & Textiles, Inha University) ;
  • Lee, Hyun-Hwa (Dept. of Fashion Design & Textiles, Inha University)
  • 김소람 (인하대학교 국제통상학과) ;
  • 조수경 (인하대학교 의류디자인학과) ;
  • 고염 (인하대학교 의류학과) ;
  • 이현화 (인하대학교 의류디자인학과)
  • Received : 2014.01.03
  • Accepted : 2014.03.26
  • Published : 2014.04.30


The importance of the Chinese fashion market is increasing; therefore, this study investigates the possibility of implementing a Word-of-Mouth (WOM) marketing strategy among Chinese students in Korea. This study examines the effects of consumer characteristics (similarity, opinion leadership, and fashion innovativeness), awareness of Korean fashion brands, satisfaction with Korean fashion products on WOM experiences and WOM behavior (off-line as well as on-line). A total of 161 responses from Chinese students in Korea were gathered and analyzed using SPSS 20.0 for descriptive statistics, factor analysis, and regression analysis. The results show that consumer characteristics (except similarity) significantly influence WOM experiences, opinion leadership influence off-line WOM behavior, and fashion innovativeness influence online WOM behavior. However, similarity has no influence on WOM experiences and WOM behavior. Second, Korean brand awareness affect both WOM experiences and behavior; however, satisfaction with Korean fashion products only affected WOM experiences. This study showed the feasibility of conducting a WOM marketing strategy using the WOM effects of Chinese students in Korea. The study may help the Korean apparel industries establish an entry strategy for the Chinese market.


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