| dc.description.abstract | This study is designed to understand how hallyu, which is spreading around K-pop, Korean dramas and hallyu stars, affects national image and cosmetics quality, and how these factors affect the desire to purchase Korean cosmetics. To this end, we are scheduled to conduct an interview to professional people who work in this market and will conduct a reliability test, confirmatory factors analysis, and path analysis to achieve the research objective. K-pop has the biggest impact on cosmetics quality and Korean drama awareness on cosmetics purchases. We were able to confirm that these two factors play a role in connecting the Korean Wave to the quality and willingness of Korean cosmetics. In addition, through this study, companies or countries will be able to use it to improve product sales or national image. | en_US |
