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http://dx.doi.org/10.14400/JDC.2016.14.2.377

A Study on an effects of China consumers' self-congruence and public-cultural involvement on Hallyu contents evaluation and attitude  

Park, Se-Jeung (Division of Business Administration, Yonsei University, Wonju Campus)
Choi, Jiyeon (Division of Business Administration, Yonsei University, Wonju Campus)
Noh, Jeonpyo (Division of Business Administration, Yonsei University, Wonju Campus)
Publication Information
Journal of Digital Convergence / v.14, no.2, 2016 , pp. 377-388 More about this Journal
Abstract
The purposes of this study are; first, to supply useful suggestions for the market segmentation of the Chinese market according to individual psychological variables(self-congruence) of customers. Second, it figures out the relative importance of actual self-congruence and ideal self-congruence. Lastly, it reveals whether there are any differences in the preference of attributes according to the popular cultural involvement. According to the results, actual self-congruence had a positive influence on the contents factor evaluation while ideal self-congruence had positive effect on the human and cultural factors evaluation. Also, the human and cultural factor had a positive influence on the purchase intention, as well as content factor and cultural factor had the influence on the word-of-mouth. In addition, the group of highly interested in the involvement at the popular culture was significantly higher in the evaluation on the human and contents factor than the low group.
Keywords
Hallyu; Chinese Consumer; Actual Self-Congruence; Ideal Self-Congruence; Involvement;
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