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

중국 소비자의 자기일치성과 대중문화 관여도가 한류콘텐츠 평가와 태도에 미치는 영향에 관한 연구

  • 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)
  • 박세정 (연세대학교 원주캠퍼스 경영학과) ;
  • 최지연 (연세대학교 원주캠퍼스 경영학과) ;
  • 노전표 (연세대학교 원주캠퍼스 경영학과)
  • Received : 2015.12.28
  • Accepted : 2016.02.20
  • Published : 2016.02.28

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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