Hallyu’s Effects on Exports of Korean Consumption Goods: A Comparative Study of Chinese and Vietnamese Consu
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Main questions of this paper is to identify how consumption of Hallyu and its derivative cultural goods affects Chinese and Vietnamese consumers' image of Korea and their attitudes towards Korean consumption goods. Based on this research, there exists hallow effect of Hallyu in China and Vietnam. Hallyu is a stronger factor that influences Korea's country image than Hallyu-related cultural goods does. Hallyu-related cultural goods positively affect the willingness to buy Korean consumer goods more strongly than consumption of Hallyu does. Hallyu's positive impacts on Korea's exports look more apparent in 'nondurable' consumption goods. Meanwhile, consumption of Hallyu -related cultural goods is significantly related to the willingness to buy Korean 'durable' consumption goods. While women are the primary consumers of Hallyu, their preferences are usually restricted to clothes,cosmetics, and food. Consumption of both Hallyu and its related cultural goods is affected by word of mouth effects. Especially, others'recommendation has stronger positive effects in China than Vietnam.
Abstract
Main questions of this paper is to identify how consumption of Hallyu and its derivative cultural goods affects Chinese and Vietnamese consumers' image of Korea and their attitudes towards Korean consumption goods. Based on this research, there exists hallow effect of Hallyu in China and Vietnam. Hallyu is a stronger factor that influences Korea's country image than Hallyu-related cultural goods does. Hallyu-related cultural goods positively affect the willingness to buy Korean consumer goods more strongly than consumption of Hallyu does. Hallyu's positive impacts on Korea's exports look more apparent in 'nondurable' consumption goods. Meanwhile, consumption of Hallyu -related cultural goods is significantly related to the willingness to buy Korean 'durable' consumption goods. While women are the primary consumers of Hallyu, their preferences are usually restricted to clothes,cosmetics, and food. Consumption of both Hallyu and its related cultural goods is affected by word of mouth effects. Especially, others'recommendation has stronger positive effects in China than Vietnam.
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