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Chapter 2

Review of Related Literature

Related Literature

Foreign Literature

In the article entitled “The Impact of Korean Wave on the Purchase Intention of
Korean Cosmetics”

Local Literature

In the article entitled “Korean pop culture continues to capture Filipinos' hearts” by

researcher Ma. Cristina Arayata (2018) Many people, especially in the Philippines, are

big fans of K-dramas and K-pop. Despite not understanding the lyrics, many can still

sing along with K-pop songs and claim these are among their favorites. Filipinos have

apparently caught the Korean pop culture fever that it is now just common to see people

flashing the Korean finger heart. In an exclusive interview with the Philippine News

Agency (PNA) over the weekend, Korean Cultural Center in the Philippines (KCC)

Director Lee Jincheol said what is distinct about Korean culture is its candidness, which

can be seen in K-dramas. He emphasized that K-dramas do not just feature the region

or tourist attractions. "They (K-dramas) don't exaggerate. They are not exclusive or

patriotic," he remarked.
 Related Studies

Foreign Studies

In a study entitled “Purchasing behavior and intention to buying Korean product

by researcher Truong Thi Hoang Long Spears and Singh (2004) defined purchase

intention as an individual’s plan to buy a particular product. Many researches proved

that the Korean Wave also has positive effects on exports of Korean products and

increased tourism (Pang et al., 2007). They insist that the adoption of the Korean Wave

can directly influence the purchase of Korean products. The consumer products related

to Korean culture such as tourism, contents, cosmetic products can be influenced (Yu et

al., 2012). Foreign consumers who are familiar with Korean culture are likely to have a

more positive attitude toward Korean products and actually purchase them.

In the study entitled “Study of Factors Affecting on Customers Purchase Intention”

by researcher Dr. Vahidreza Mirabi (2013) Customers purchase decision is a complex

process. Purchase intention usually is related to the behavior, perceptions and attitudes

of consumers. Purchase behavior is a key point for consumers to access and evaluate

the specific product. Ghosh (1990) states that purchase intention is an effective tool to

predict buying process. Purchase intention may be changed under the influence of price

or perceived quality and value. In addition, consumers are affected by internal or

external motivations during the buying process (Gogoi, 2013). Researchers have

proposed six stages before deciding to buy the product, which are: awareness,

knowledge, interest, preference, persuasion and purchase (Kotler & Armstrong, 2010)

(Kawa et al., 2013). Customers always think that purchase with a low cost, simple
packaging and littleknown product is a high risk since they the quality of these products

is not trustable (Gogoi, 2013).

In the study entitled “A study on factors influencing cosmetic buying behavior of

consumers” by researcher Amrita Vishwa Vidyapeetham Consumer buying

behavior is a decision process as well as an attitude of the people involved in

purchasing and using products. Consumers make purchase decisions for buying small

as well as large products. After recognizing a need or a want, consumers begin

searching for products or services that fit their requirements. Their decision depends

upon many criteria. However, consumer purchases have happened much before their

actual purchase. Marketing plays an important role in this. Marketing & Advertising have

a strong positive impact on buying behavior of consumers, and they directly influence

consumer buying a product from a company that she/he is well aware of. In ancient

days, consumers were not bothered about the attributes before buying a product. But

there comes a tremendous change in the consumer buying behavior of the 21st

Century. Consumer purchase decision has now become a complicated process and is

related to the attitude, perceptions and behavior of consumers. Consumers considered

purchase behavior as a key point to access and evaluate specific product. Ghosh

(1990) state that, to predict buying behavior of consumers purchase intention is an

effective tool. Due to the influence of price, quality and value there is a possibility for

changing purchase intention

Local Studies