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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

K-POP 특성이 한류콘텐츠 호감도와 청취의도 및 한국제품 구매의사에 미치는 영향: 중국소비자를 대상으로

  • Yu, Seung Yeob (Dept. of Advertising and Public Relations, Namseoul University)
  • 유승엽 (남서울대학교 광고홍보학과)
  • Received : 2017.07.31
  • Accepted : 2017.09.20
  • Published : 2017.09.28

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

Acknowledgement

Supported by : 남서울대학교

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