Abstract
This study identifies multiple factors that affect attitude towards Korean wave and purchase intention of Korean brand. Based on previous literatures review, psychological distance, satisfaction towards the quality and attractiveness of Korean wave and received positive word of mouth were set up as the independent variables while attitude towards Korean wave and brand preference were examined as the independent variables for purchase intention of Korean brand. Survey questionnaires were sent out through e-mail and Facebook. The valid responses were inserted and run under Smart PLS since the sample size was relatively small with other additional softwares such as SPSS. 20 and AMOS for path analysis. The result shows that psychological distance and satisfaction followed received positive word of mouth turned out giving significant positive effect on attitude towards Korean wave while attitude towards Korean wave is giving positive andsignificant effect on intention to purchase Korean brand only through brand preference.
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