The Impact of Country-of-Origin Image on Generation Z Consumers’ Willingness to Pay for Korean Cosmetic and Skincare Brands: The Mediating Roles of Perceived Quality and Brand Image
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This research looks at how the Korean country of origin image affects Willing To Pay of Vietnamese Generation Z consumers in Korean cosmetics and skincare brands. In this study, the subjects linked to Country-of-Origin Effect Theory, Signaling Theory, and Perceived Value Theory are discussed, and from that derive a kind of framework about Country-of-Origin Image, Perceived Quality, Brand Image, and Willingness To Pay. The research employed a quantitative research methodology that involved collecting data from 304 Vietnamese Generation Z consumers who were aware of and have encountered Korean cosmetics and skin care products at least once in their lives. The statistical analyses were conducted using SPSS and AMOS, which included reliability analysis, EFA, CFA, and SEM. The results indicate a positive direct link between Korean Country-of-Origin Image with Perceived Quality, Brand Image, and Willingness To Pay. At the same time, Perceived Quality plus Brand Image directly influence Willingness To Pay in a significant way. Also, Perceived Quality and Brand Image act as mediators between the Country-of-Origin Image and willingness to pay. It is noteworthy that brand image exerts the most significant direct impact on willingness to pay , and also shows a higher mediating impact compared to Perceived Quality. This suggests that the symbolic values of a brand are dominant over the functional side of product quality when people accept high price levels.
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