한국문화 노출 및 개인적 자원이 몰입 및 K-POP선호도와 소비행동에 미치는 영향

Abstract

In the 21stcentury, the culture and the entertainment became the social key word. It’s because of the people who seek fun and impressive culture events, and of the industrial re-structure. These environment changes promote the growth of the culture industry, music, movie, advertising, and the digital contents that stimulate and attracts the consumers. As for the cultural goods, the consumers are not just buying them but also researching the hidden story and emotion in them. Their desire for the emotional involvement naturally leads to cultural performances, and this desire is growing bigger and bigger with K-Pop.

As of now in 2011, the China is considered as a major market in consumption behavior of Korean culture. This is happening because of China’s booming economy, advanced consumption, and opening-up policy with WTO. However, despite of Korea’s comparative advantages over China, Korea has limited growing capability on its culture. This is because of Korea’s geographic limitations and limited consumption behavior on its cultural goods. In addition, China has insufficient information on consumption behavior of Chinese and systematic study of the realities of domestic theorem. Moreover, there are almost no study and research on K-Pop. Therefore, Chinese government needs to research on the pros and cons of the Korean Wave(Korean culture) in order to find out how it impacts to their Chinese culture. This study is based on the cultural theory and theory of consumer behavior. With these theories studied, the familiarity, national economic image, the retention of personal resources, and the K-pop preferences and its variables are verified. We also verified that how it affects their participation in the cultural events and purchasing behavior on the cultural goods. This research was done on site by the 400 local Chinese who live in China. Among 400 researches, 366 were collected and the technical statistical analysis and multivariate statistical analysis were utilized to get the result. First, we have the independent variables that cultural familiarity of Korea, information accessibility and national economic image have the positive influence on K-Pop preferences. Second independent variable is that retention of personal resource, national economic image, and the K-pop preference have the positive influence on the engagement of the Korean culture. Third, there is a parameter variable that the K-pop preference has positive influence on the engagement of the Korean culture and the cultural events. The engagement of Korean culture has also positive influence on the participation of cultural events and purchasing goods. The participation of cultural events has positive influence on purchasing behavior on the products. As a result, the preference of K-pop and the engagement of the Korean culture play an important role on Chinese involvement on cultural events and purchasing general goods. This study, which hasn’t been done before, is done by using individual cultural contents and using K-pop preference as a variable in order to find out the people’s participation desire on cultural events and the consumer behavior on the cultural products. However, many variables were limited to study on this issue because of lack of the information on the individual cultural contents and early stage studies.