International Journal of Advanced Culture Technology

The International Promotion Agency of Culture Technology (국제문화기술진흥원)
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An Empirical Analysis of the Role of Social Media in Korean Media and Product Consumption

  • LEE, Hye Eun (School of Communication and Media Ewha Womans University) ;
  • GAO, Quan (School of Communication and Media Ewha Womans University) ;
  • YU, Sae Kyung (School of Communication and Media Ewha Womans University) ;
  • CHUNG, Yoon Kyung (Department of Communication & Journalism Soonchunyang University)
  • Received : 2018.11.28
  • Accepted : 2018.12.06
  • Published : 2018.12.31
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Abstract

In the era of the Korean Wave 4.0, it is essential to investigate how social media usage influences Korean media consumption and then affects the future intention to consume K-Culture products. This study showed that the path of social media usage- Korea-related knowledge- Korean media consumption- the future intention to consume K-Culture products did not exist, and that the path of social media usage- Korea-related knowledge- the future intention to consume K-Culture products occurred. The implications and limitations were discussed.

Keywords

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Figure 1. Structural equation model depicting significant regression paths (N = 270)

Table 1. Descriptive statistics of variables and correlations among variables

E1GMBY_2018_v6n4_179_t0001.png 이미지

Table 2. Standard errors, standardized regression weights, and correlations of variables

E1GMBY_2018_v6n4_179_t0002.png 이미지

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