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Determinants of Consumption Behaviors of Korean Pop Culture in Taiwan

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  • Sunmi Lee

    (National University of Kaohsiung, Taiwan)

  • Chien-Hsing Wu

    (National University of Kaohsiung, Taiwan)

Abstract

This paper presents a qualitative analysis of associations between intrinsic (e.g., functional), extrinsic (e.g., social) and cultural consumption values, and consumption behavior of Korean pop cultural contents (KPCC) in Taiwan. Moderation effects of Korean language abilities on associations are also investigated. Results show that intrinsic consumption value has the strongest association with KPCC consumption behaviors. Functional, epistemic, and conditional values have strong associations, whereas emotional and social exhibit weak associations. Cultural value is not a strong predictor of consuming KPCCs due to Korean and Taiwan cultural characteristics not being substantially different. Language abilities weakly moderate relationships between KPCC consumption values and consumption behaviors. Implications and suggestions are addressed. The research contributes findings and implications to the domain of KPCC marketing and retailing in Taiwan.

Suggested Citation

  • Sunmi Lee & Chien-Hsing Wu, 2021. "Determinants of Consumption Behaviors of Korean Pop Culture in Taiwan," International Journal of Asian Business and Information Management (IJABIM), IGI Global, vol. 12(3), pages 1-22, July.
    • Handle: RePEc:igg:jabim0:v:12:y:2021:i:3:p:1-22
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    1. Ibrahim Abosag & David Ross Brennan, 2017. "Understanding marketing innovativeness in Asia: a research agenda," Asian Business & Management, Palgrave Macmillan, vol. 16(4), pages 212-225, December.
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