International Journal of Advanced Culture Technology

The International Promotion Agency of Culture Technology (국제문화기술진흥원)
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A Study on the Influence of National Image on Mongolian Consumers' Repurchase Intention of Cosmetics - Focusing on the mediating effect of perceived quality and eco-friendly product image -

  • Received : 2022.11.26
  • Accepted : 2022.12.09
  • Published : 2022.12.31
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Abstract

The purpose of this study is to investigate the effect of the national image on the intention to repurchase Korean cosmetics products from the perspective of consumers. This study investigated the effect of the Korean national image on the repurchase intention through the perceived quality and eco-friendly product image for Mongolian consumers. This study conducted a survey of Mongolian consumers, and the survey was conducted online with a total of 110 people. The analysis method was verified using the SPSS 18 program. As a result of the analysis, it was confirmed that the national image had a positive and significant effect on Mongolian consumers' intention to repurchase Korean cosmetics. In addition, it was found that perceived quality or ecofriendly product images play a mediating role in the relationship between the national image and the intention to repurchase cosmetics.

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