Article2019

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

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Asian Culture and Media Studies Diverse Aspects of Tourism Research Consumer Behavior in Brand Consumption and Identification

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.

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References

1988On the Evaluation of Structural Equation Models 1954Nature of Prejudice 1997Immigration, Acculturation, and Adaptation 1990Bound to lead: the changing nature of American power 1997Lead Article - Immigration, Acculturation, and Adaptation 2016Cultural sustainability as a strategy for the survival of museums and libraries 2016Understanding fashion consumers’ attitude and behavioral intention toward sustainable fashion products: Focus on sustainable knowledge sources and knowledge types 2018Transcultural fandom of the Korean Wave in Latin America: through the lens of cultural intimacy and affinity space

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2022The influences of cultural values on consumers’ green purchase intention in emerging markets: an evidence from South Korea and Vietnam 2025Hallyu marketing in Japan: a configuration approach to K-brand image

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