From K-Wave to Shopping Cart: Exploring the Path to Korean Cosmetics Purchase Intention

Cabanillas A.H.; Sequeiros M.V.; Quintana P.B. · Studies in Systems, Decision and Control (2026) · DOI: 10.1007/978-3-032-15820-8_43

Resumen

This study examines the influence of the Korean Wave, electronic word-of-mouth (eWOM), attitude, and brand image of Korean cosmetics (BIKC) on the purchase intention of Korean cosmetics among Peruvian women residing in Lima, aged 18 to 30, who are aware of these products but have not yet purchased them. A sample of 409 participants was obtained through non-probabilistic convenience sampling, using both online and face-to-face methods via a structured questionnaire. Partial least squares structural equation modeling (PLS-SEM) was employed to test the proposed hypotheses. The findings reveal that the Korean Wave does not directly affect purchase intention, but it positively influences BIKC. In contrast, eWOM significantly impacts attitude, BIKC, and purchase intention, highlighting the importance of online reviews and recommendations in shaping consumer perceptions. Furthermore, both BIKC and attitude were found to have a positive effect on purchase intention, confirming their relevance in consumer decision-making. © The Author(s), under exclusive license to Springer Nature Switzerland AG 2026.

Instituciones: Universidad Peruana de Ciencias Aplicadas