A Study on the Path to Improving International Students' Satisfaction with Purchasing Korean Cultural and Creative Products
Abstract
This paper aims to explore the path to improve international students' satisfaction with the purchase of Korean cultural and creative products. The study starts from product quality, purchase intention, purchase convenience, price perception and other aspects, and proposes a series of hypotheses to understand how each factor directly or indirectly affects the overall satisfaction of international students. By analyzing the consumption behavior of cultural and creative products among Korean international students, it is found that product quality, purchase intention, purchase convenience and price perception have a significant positive impact on overall satisfaction, among which purchase intention plays a mediating role, especially between product quality and satisfaction, and purchase convenience and satisfaction. By improving the product's innovative design, cultural value delivery, optimizing the shopping experience and reasonable pricing, the satisfaction of Korean students with Korean cultural and creative products can be effectively improved.
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