K-Beauty인식과 서비스품질이 소비가치에 미치는 영향에 관한 연구 - 20∼30대 베트남인을 대상으로 - = A Study on the Effect of K-Beauty Perception and Service Quality on Consumption Value - Targeting Vietnamese People in Their 20s to 30s -

다국어 초록 (Multilingual Abstract)

Due to the influence of the Korean Wave (Hallyu), K-Beauty is gaining global recognition, and among East Asian countries, Vietnam is particularly known as a hub for Hallyu and has a high interest in both Hallyu and K-Beauty. As the demand for K-Beauty products among Vietnamese consumers has been increasing recently, there is a growing need for research on K-Beauty targeting the Vietnamese population. Therefore, this study aims to analyze the impact of K-Beauty perception and service quality on consumer value among Vietnamese individuals aged 20-30.
For scale development, survey items related to K-Beauty perception, service quality, consumer value, K-Beauty interest, and demographic variables were created and distributed. After excluding unreliable responses, 394 valid surveys were analyzed. The results showed that in the relationship between K-Beauty perception and consumer value, the two factors of K-Beauty perception (perceived beauty quality, price, and originality) had a positive impact on all aspects of consumer value. In the relationship between service quality and consumer value, service quality significantly influenced not only functional value but also trend-seeking value, conspicuous value, and hedonic value.
It was found that all factors of K-Beauty perception and service quality influenced functional value, while service quality, price, and originality perception had an impact on trend-seeking value, conspicuous value, and hedonic value. The findings of this study are expected to serve as basic data for the development of the beauty industry for the 20-30s age group, as well as contribute to the growth of the Korean beauty market. Moreover, the results can help establish marketing strategies for the K-Beauty industry and strengthen brand competitiveness in the Vietnamese market.