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http://dx.doi.org/10.14400/JDC.2017.15.9.201

The effect of K-POP characteristics on the liking of Korean Wave content, the intention of listening and the purchase intention of Korean products: Targeting Chinese consumers  

Yu, Seung Yeob (Dept. of Advertising and Public Relations, Namseoul University)
Publication Information
Journal of Digital Convergence / v.15, no.9, 2017 , pp. 201-210 More about this Journal
Abstract
This study investigated the effect of K-POP characteristics on Korean consumers' liking, intention of listening and purchase intention of Korean products. For this purpose, K-POP characteristics were classified into musical characteristics and star characteristics. The results of the study are as follows. First, both musical characteristics and star characteristics of K-POP characteristics had a significant effect on favorability of Korean Wave content. Second, both musical characteristics and star characteristics of K-POP have a significant effect on K-POP listening intention. Third, both musical characteristics and star characteristics of K-POP characteristics had a significant effect on the purchase intention of Korean products through Korean Wave content. However, the relative influence of star characteristics is higher than K-POP characteristics. The results of this study will be useful data for promoting Korean pop among Chinese consumers.
Keywords
Korean wave; K-POP characteristics; Content favorability; Listening intention; Purchase intention;
Citations & Related Records
Times Cited By KSCI : 2  (Citation Analysis)
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