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This study attempts to examine the relationship between Chinese consumers’ experiences of Korean cosmetics brands and satisfaction of life. In other words, this study will observe how the Chinese consumers’ sensual, emotional, intellectual and behavioral experiences of Korean cosmetics brands are linked to brand attachment. Furthermore, this study attempts to identify the relationship between brand attachment and satisfaction of Chinese consumers’ life. The results of the empirical analysis confirmed that the Chinese consumers’ emotional and behavioral experiences of Korean cosmetics brands positively affected brand attachment. However, sensual and intellectual brand experiences did not have any effect. Furthermore, brand attachment positively affected satisfaction of life.

This research shows the national competitiveness between Korea and China by analyzing the trade structure of both countries in IT industry. UN COMTRADE Data, from year 2005 to year 2015, has been used in this research. This study applies various means of analytical method including Trade Specification Index, Revealed Comparative Advantage, which are popular methodologies in analyzing the competitiveness of a certain industry between two countries, to our research. The summary of our study is as follows. The trade volume between two countries in IT industry has been doubled between 2005 and 2007 in the world market. As world trades grow in IT industry, both countries’ trade volume shows rapid growth in IT. However, each country shows the different pattern in growth: Chinese market can be considered as an export-driven growth market, and Korean market is like an import oriented growth market. In addition, Korea’s trade volume in IT accounted for 5% of global trade volume while Chinese market presented relatively higher proportion, over 25% in the same industry. The result of competitiveness analysis of each item in IT industry indicates that Korea’s competitiveness is highest in components and is lowest in communication device over China in 2015.

The significant increase of the worldwide Internet use has changed consumers’ purchasing behaviors. The growing global usage of online shopping has consequent influence on purchasing channel selections for overseas global products. Using the theory of planned behavior (TPB) as its basis, this study investigates the relationships among beliefs about electronic service quality (E-S-QUAL), consumers’ need of uniqueness (CNFU), and the cross-border online purchasing behavioral intention. The effect of E-S-QUAL and CNFU on attitude is examined with data are collected from a group of participants consisted of business school graduate and undergraduate students at a university in South Korea. Analysis of the data emphasizes that beliefs about E-S-QUAL and CNFU positively affect attitudes toward buying online from international sites, which in turn positively affect purchasing intention.

Recently, the increase of B2C online trading transaction has changed the existing B2B– centric e-Trade paradigm with trade retailing phenomenon, forming a new trading paradigm and also diversified sales types of online trade. Therefore, the purpose of this study was to prepare a plan for promoting online exports through the analysis of various sales types of B2C online exports. The Plans were proposed as follows. First, it is necessary to establish a specialized marketing strategy for each sales type. Second, it is required to improve the laws and regulations related to B2C on-line trade. Third, the establishment and operation of the system for the professional support institution related to B2C online trade is required. Fourth, we need to build an integrated platform for B2C online export. Finally, in order to increase B2C online exports, systematic management and support for each sales type will be needed.

Cultural distance (CD) is a widely researched topic in the international business field, and researchers synthetize the overabundance of differences between home and host countries, which hinder firms’international operations. In this study, we first employ bibliometric techniques to relevant influential CD research articles published in leading IB journals from 1988 (JIBS, IBR, JIM, MIR etc.). We provide a historical overview and study how CD has been operationalized over the past few decades. Our study first focuses on CD models based on Hofstede, GLOBE, and Schwartz's dimensions; the collection and analysis of data for measuring CD in different ways; dependent variables of CD measurement; and existing problems in CD measurement. Determining which CD measure dimensions are most frequently used in the last decades' research is one of our study's aims. Then, we have tried to implement comparative analysis using different CD measures regarding the influence on foreign direct investment, trade, and international travelers with the economic distance, administrative distance, and geographical distance. Through the results of comparative empirical analysis, we discuss which CD measure may be the most significant in our IB study based on Hofstede six dimensions, Hofstede four dimensions, GLOBE dimensions, or Schwartz's dimensions.

Due to the global economic recession and protectionism, uncertainty in the global economy is increasing. China, the largest trading partner in Korea, is also reinforcing protectionism as economic growth slows. Also because of the political problems between Korea and China, many Korean companies have difficulties in the Chinese market. Above all, the important issue is that Chinese consumers are becoming more ethnocentric. Chinese consumers’ ethnocentrism have a negative impact on many Korean companies that have entered Chinese market. In this situation, This study conducted empirical analysis for Chinese consumers about the relationship between consumer ethnocentrism and country-of-origin effects and also moderating effects of product characteristics. The results of the empirical analysis which is conducted by structural equation modeling suggest that Chinese consumers have consumer ethnocentrism tendencies and consumer ethnocentrism tendencies in Chinese people may negatively affect the quality attitude and purchase intention to Korean products. As a result of analyzing moderating effects of product characteristics, Chinese consumers’ ethnocentrism is more sensitive in utilitarian goods than hedonic goods.