可持续韩流文化角度下韩国时尚剧属性对消费者态度、国家形象和消费者接受意向的影响

Translated title of the contribution: The effect of attributes of Korean trendy drama on consumer attitude, national image, and consumer acceptance intention for sustainable Hallyu culture

Heeju Chae, Joo Hee Park, Eunju Ko

Research output: Contribution to journalArticle

Abstract

Despite its success in the world market, Hallyu’s stability as the leading cultural industry has been doubted. This study explores the effect of attributes of Korean trendy drama on consumer attitude, national image, and consumer acceptance intention. Affection and affinity are attributes of Korean trendy drama found to have positive influence on the consumer attitude towards Korean drama, which positively influences national image and acceptance intention of Korean visual media contents. Consumer response is found to differ in accordance with the length of stay in Korea. The study has significance in contributing to deeper understanding to sustain Hallyu across nations.

Translated title of the contributionThe effect of attributes of Korean trendy drama on consumer attitude, national image, and consumer acceptance intention for sustainable Hallyu culture
Original languageChinese
Pages (from-to)18-36
Number of pages19
JournalJournal of Global Fashion Marketing
Volume11
Issue number1
DOIs
Publication statusPublished - 2020 Jan 2

All Science Journal Classification (ASJC) codes

  • Cultural Studies
  • Strategy and Management
  • Marketing
  • Management of Technology and Innovation

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