한국드라마 시청동기가 호감도를 매개로 구매의도에 미치는 영향

Abstract

The Korea wave which started with Korean singers entering China in the 1990s, has been growing at a rapid pace until recently. Accordingly, dramas, songs, cosmetics, and foods are becoming popular in China. Chinese people are very interested in Korean culture in general. Korean dramas and K-POPs were the most influential in the early stages of popular culture. As a result, Korean cultural products began to stand out in China. China`s interest in Korean culture has been around for a long time and the heat has not cooled. This study focuses on analyzing the relationship between watch motivation of Korean drama and purchase intention of cosmetics. The motivation factors for Korean drama viewing were divided into cultural curiosity, drama attractiveness, cultural similarity, relational factors, and viewing habits. Collected data were analyzed using SPSS 22.0 as basic statistics and Smart PLS 2.0 (Partial Least Squared) using structural equation. The results of the empirical analysis of this study are summarized as follows. First, the motive for watching Korean dramas (cultural curiosity, drama attractiveness, cultural similarity, relational factors, and viewing habits ) had a significant effect on Korean attractiveness. Hypothesis H1 was all adopted. Second, Korean attractiveness had a significant effect on the purchase intention of cosmetics. Hypothesis H2 was adopted. In order to purchase Korean products, it is necessary to actively use Korean attractiveness.