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The Effect of Exposure to Korean Wave Contents on Chinese Consumers Purchase Intention of Korean Products
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한류 콘텐츠 노출이 중국 소비자의 한국제품 구매의도에 미치는 영향

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Type
Academic journal
Author
Shin, Jin Hee (충남대학교) Renzi, Cui (MX Media Technology)
Journal
Korean Society of Culture Industry Journal of Korea Culture Industry Vol.22 No.2 KCI Accredited Journals
Published
2022.6
Pages
73 - 81 (9page)
DOI
10.35174/JKCI.2022.06.22.2.73

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The Effect of Exposure to Korean Wave Contents on Chinese Consumers Purchase Intention of Korean Products
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Abstract· Keywords

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This study examines the impact of ethnocentrism, cultural psychological distance, and innovation of Chinese consumers on Korean Wave content exposure and what factors affect product purchasing intentions through Korean Wave exposed content. The purpose of this study was to present practical implications for establishing Korean Wave marketing strategies for Chinese consumers.
The main results from this research are as follows. First, ethnocentrism does not significantly impact Korean Wave content exposure. Second, cultural psychological distancing and innovation have been shown to positively impact Korean Wave content exposure. Third, exposure to Korean Wave content was specifically intended to purchase Korean products. As can be seen from the research results, it can be seen that exposure to Korean Wave content has a significant effect on the acceptance of Korean Wave culture and also has a positive impact on Chinese consumers attitudes toward Korean products.
#자민족 중심 #문화 심리적 거리 #혁신성 #한류 콘텐츠 노출 #구매 의도 #Consumers Ethnocentrism #Cultural Psychologic Distance #Innovativeness #Korean Wave Content Exposure #Purchase Intention

Contents

I. 서론
II. 이론적 배경
III. 연구방법
IV. 실증분석
V. 결론
참고문헌

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