중국 소비자들의 한국 TV드라마 시청이 한국 패션제품 태도 형성에 미치는 영향 - 드라마 등장인물과의 유사성과 국민이미지 역할을 중심으로 -

Abstract

As the popularity of Korean drama and celebrities in China, Korean fashion is becoming increasingly popular in the Chinese market. Although the effect of Korean drama on Chinse consumers` attitudes toward Korean products are known, little research has been conducted to understand the mechanisms underlying the impact of Korean drama on the development of consumer attitudes. Thus, this study examines how Chinese consumers` exposure to Korean dramas has influenced their attitudes towards Korean fashion products. Applying the similarity-attraction theory, the study explores the roles Chinese consumers` perceived similarities in appearance and values with Korean characters in TV dramas plays in the process of attitude development. Data was collected via an online survey and the responses of 317 Chinese consumers in their twenties were used for data analysis. The results of structural equation modeling show that exposure to Korean dramas has a direct impact on Chinese consumers` perceived appearance similarity, perceived value similarity, image of Korean people, and attitudes toward Korean fashion products―results that support the theory of mere exposure. In addition, the analysis demonstrates that perceived appearance similarity positively influences the image of Koreans among Chinese people, which, in turn, influences attitudes toward Korean fashion products, supporting the similarity-attraction theory. However, the effect of perceived value similarity on attitude toward Korean fashion products was not significant. The study concludes by describing its practical implications for the Korean fashion industry and presenting ideas for future research.