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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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  • Heeju Chae
  • Joo Hee Park
  • Eunju Ko

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.

Suggested Citation

  • Heeju Chae & Joo Hee Park & Eunju Ko, 2020. "The effect of attributes of Korean trendy drama on consumer attitude, national image, and consumer acceptance intention for sustainable Hallyu culture," Journal of Global Fashion Marketing, Taylor & Francis Journals, vol. 11(1), pages 18-36, January.
    • Handle: RePEc:taf:rgfmxx:v:11:y:2020:i:1:p:18-36
    DOI: 10.1080/20932685.2019.1680305
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