The Effects of the Korean Wave through Conformity and Identification on Chinese Consumers' Preference for Korea

Abstract

In this study, the psychological reason why Chinese consumers like the Korean Wave was seen as social and personal factors. The former is the conformity effect, which is that they like the Korean Wave because their group of colleagues likes it, which can be seen as a form of social pressure. The latter is the identification effect, which is to like the Korean Wave because the image of the Korean Wave is the same as the image they seek, which is believed to reflect personal tastes. Marketing of fashion and social pressure using conformity effect, and image marketing aimed at the identification effect are already actively carried out in China. However, there are certainly Chinese consumers who are less affected by conformity or identification. How does the Korean Wave approach them? This study suggested that for Chinese consumers who are insensitive to the psychological effects such as conformity or identification of the Korean Wave, the experience of visiting Korea can be an effective means of preference for the Korean Wave and Korea. This is because the experience of visiting Korea will enhance Chinese visitors’ familiarity and involvement with the Korean Wave. If this logic is correct, there will be different influences between Chinese living in Korea and those living in China. Because cultural psychology between the two groups will be different. Study 1 looked at the impact of Chinese consumers' residential areas and conformity effect on the Korean Wave and preference for Korea. In results, the influences of the conformity effect were different between Chinese residents in China vs. Korea. Specifically, in the group less affected by the conformity effect, Chinese residents in China had less effect of liking Korea through the Korean Wave than Chinese residents in Korea. However, the influence of residential areas has become relatively small in groups that are heavily affected by the conformity effect. Study 2 revealed that the psychological cause of the Korean Wave is not only its social influence such as the conformity effect, but also its personal motivation. It was the identification variable. Some Chinese consumers like the Korean Wave and Korea because they are in line with the image they are pursuing. This trend has become stronger as Chinese have lived in Korea for a long time. However, the importance of residential areas was highlighted in the case of Chinese who were less affected by this identification effect. Chinese residents in Korea have come to like Korea because of the environment or familiarity, but those who stay in China have little incentive to like the Korean Wave and Korea. In conclusion, the results of this study suggest that once Chinese consumers are allowed to visit Korea, the Korean Wave effect is likely to occur. Even if the visit period is short, the effects of the Korean wave are believed to occur. In other words, it is implied that it is effective to provide an opportunity to visit Korea rather than promote it in China.