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

doi:10.1080/20932685.2019.1680305

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

Department of Clothing and Textiles

Research output: Contribution to journal › Article › peer-review

8 Citations (Scopus)

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.

Original language	English
Pages (from-to)	18-36
Number of pages	19
Journal	Journal of Global Fashion Marketing
Volume	11
Issue number	1
DOIs	https://doi.org/10.1080/20932685.2019.1680305
Publication status	Published - 2020 Jan 2

Bibliographical note

Publisher Copyright:
© 2019, © 2019 Korean Scholars of Marketing Science.

All Science Journal Classification (ASJC) codes

Cultural Studies
Strategy and Management
Marketing
Management of Technology and Innovation

Access to Document

10.1080/20932685.2019.1680305

Cite this

@article{c40c9eaa454c411ea0e30045590d97c4,

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

abstract = "Despite its success in the world market, Hallyu{\textquoteright}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.",

author = "Heeju Chae and Park, {Joo Hee} and Eunju Ko",

note = "Publisher Copyright: {\textcopyright} 2019, {\textcopyright} 2019 Korean Scholars of Marketing Science.",

year = "2020",

month = jan,

day = "2",

doi = "10.1080/20932685.2019.1680305",

language = "English",

volume = "11",

pages = "18--36",

journal = "Journal of Global Fashion Marketing",

issn = "2093-2685",

publisher = "Taylor & Francis",

number = "1",

}

TY - JOUR

T1 - The effect of attributes of Korean trendy drama on consumer attitude, national image, and consumer acceptance intention for sustainable Hallyu culture

AU - Chae, Heeju

AU - Park, Joo Hee

AU - Ko, Eunju

PY - 2020/1/2

Y1 - 2020/1/2

N2 - 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.

AB - 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.

UR - http://www.scopus.com/inward/record.url?scp=85076532944&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=85076532944&partnerID=8YFLogxK

U2 - 10.1080/20932685.2019.1680305

DO - 10.1080/20932685.2019.1680305

M3 - Article

AN - SCOPUS:85076532944

SN - 2093-2685

VL - 11

SP - 18

EP - 36

JO - Journal of Global Fashion Marketing

JF - Journal of Global Fashion Marketing

IS - 1

ER -

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

Abstract

Bibliographical note

All Science Journal Classification (ASJC) codes

Access to Document

Other files and links

Fingerprint

Cite this