• #Preference
• #Perception
• #People's republic of china

This study analyzed the influence of Korean and Chinese college students’ value perception and preference for their traditional wedding costumes on their purchase intention for imported fashion products. The results showed that students in both countries highly valued their traditional wedding costumes, but Chinese students showed a higher preference for the symbolic value compared to Korean students. A higher value perception and preference for traditional wedding costumes were associated with a lower purchase intention for imported fashion products.