Korea Trade Review (무역학회지)

Korea Trade Research Association (한국무역학회)
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Exploratory Study on the Relationship between Korean Drama Watching Satisfaction and Korean Product Purchase Intention : Focused on Myanmar Consumers

한국 드라마 시청 만족도와 한국 상품구매의사간 관계에 관한 탐색적 연구 : 미얀마 소비자를 중심으로

  • Sung-Tae Ma (Department of International Trade, Hannam University) ;
  • Hyun-Yong Park (Department of International Trade, Kyung-Hee University) ;
  • Young-Jun Choi (Department of International Trade, Kyung-Hee University)
  • Received : 2020.02.13
  • Accepted : 2020.02.26
  • Published : 2020.02.28
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Abstract

This study aims to explore the positive impact of Korean drama watching satisfaction on purchase intention for Korean products by considering the mediating roles of social distance to Korea, national image of Korea, and Korean product image. This study identified that Korean drama reduced the social distance to Korea while increasing the positive image of Koreas and Korean products. However, the reduced social distance was not positively associated with Korean product image and Korean product purchase intention. This implies that Korean dramas directly affect Korean product purchase intension and indirectly affect Korean national image and product image. This study supplies guidance to international marketers who aims to enter the Myanmar market. To use the Korean wave as a Korean product marketing tool, marketing strategies need to cover Korean culture-relevant materials such as cultural background, cultural characteristics, exposed products, and so on.

Keywords

Acknowledgement

이 논문은 2016년 대한민국 교육부와 한국연구재단의 지원을 받아 수행된 연구임(NRF-22016S1A2A3913925).

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