Effects of Korean Drama Satisfaction on Intention to Purchase Korean Cellular Phones in the Chinese Market
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This study examines the impact of Hallyu (Korean wave) on the intention to purchase Korean cellular phones in the Chinese market by focusing on the effects of Korean drama satisfaction. Compared to earlier studies, which investigated the direct relationship between Hallyu and the intention to purchase Korean products from a general perspective, this study explores the direct and indirect effects of Korean drama satisfaction on purchase intention in a specific product category such as cellular phones. Results show that Korean drama satisfaction has a positive effect on the liking of Hallyu, the liking of Korea, and a preference for Hallyu-related products respectively. On the other hand, it has a marginally positive effect on the intention to purchase Korean cellular phones. It is also found that the liking of Hallyu leads to a preference for Hallyu-related products, as well as a liking of Korea which improves the two constructs of the awareness of Korea's advanced IT levels and a preference for Hallyu-related products respectively. These two, in turn, inde- pendently enhance the intention to purchase Korean cellular phones. However, the relationship between a liking of Korea and intention to purchase Korean cellular phones is not found in this study.
Abstract
This study examines the impact of Hallyu (Korean wave) on the intention to purchase Korean cellular phones in the Chinese market by focusing on the effects of Korean drama satisfaction. Compared to earlier studies, which investigated the direct relationship between Hallyu and the intention to purchase Korean products from a general perspective, this study explores the direct and indirect effects of Korean drama satisfaction on purchase intention in a specific product category such as cellular phones. Results show that Korean drama satisfaction has a positive effect on the liking of Hallyu, the liking of Korea, and a preference for Hallyu-related products respectively. On the other hand, it has a marginally positive effect on the intention to purchase Korean cellular phones. It is also found that the liking of Hallyu leads to a preference for Hallyu-related products, as well as a liking of Korea which improves the two constructs of the awareness of Korea's advanced IT levels and a preference for Hallyu-related products respectively. These two, in turn, inde- pendently enhance the intention to purchase Korean cellular phones. However, the relationship between a liking of Korea and intention to purchase Korean cellular phones is not found in this study.
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