Abstract
This study examined the impact of k-content awareness on behavioral intention toward Korea, namely intention to purchase Korean products and the intention to visit korea among chinese college students, thereby determining how culture affects individuals. We sought to determine how it is related to psychology and behavior and to understand the relationship among culture, psychology, economy, and society more deeply. For the study, a survey was conducted among college students in heze city, shandong province, china, and 627 copies were used in the final analysis. The research results showed that among k-content, the level of awareness of k-food, k-cosmetics, k-movies·dramas, and k-games influences the intention to purchase korean products. And the level of awareness of k-music, k-food, k-cosmetics, and k-games was found to affect the intention to visit korea. Accordingly, a plan for cultural exchange between korea and china and marketing strategies for related industries were proposed for the younger generation in china.
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