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http://dx.doi.org/10.9723/jksiis.2015.20.1.079

The Effects of 'K-POP' Preference of Chinese Consumers on Purchase Intention for Korean Products  

Park, Jong-Chul (조선대학교 경영학부)
Kang, Ji-Won (조선대학교 경영학과)
Im, Ji-Won (조선대학교 경영학과)
Publication Information
Journal of Korea Society of Industrial Information Systems / v.20, no.1, 2015 , pp. 79-90 More about this Journal
Abstract
This study investigated the effects of 'K-POP' preference on purchase intention of Korean products. Especially, it revealed the mediating role between the participation intention of Korean culture event and the purchase intention of Korean products. Further, we examined the difference in the path relation according to the use-behavior of Korean wave contents. In this proposed model, we can see 'K-POP' preference had a positive effect on participation intention of Korean culture event, but it was not significant for purchase intention of common products. The participation in Korean culture event had significant effects on the purchase intention of Korean culture products and the purchase intention of common products. However, the purchase intention of Korean culture products had no significant effects on the purchase intention of common products. Thus, our finding showed that higher preference of 'K-POP' did not make cause purchase intention of common products. Further, the higher the preference of 'K-POP' was, the higher the participation intension of Korean culture event was and, as a result, the purchase intention of common products got higher. In addition, path analysis results according to the media usage behaviors show that Chinese consumer who uses the internet and has a higher preference of 'K-POP' had a positive effect on the purchase intention of common products. Furthermore, it has a positive effect on both purchase intension of Korean culture products and purchase intension of common products. In case of Chinese consumer who use the television, radio and newspapers, K-POP preference had no significant effect on the purchase intension of common products.
Keywords
K-POP preference; Culture events; Culture contents; Participant intention; Purchase intention;
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Times Cited By KSCI : 2  (Citation Analysis)
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