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.
Highlights
Among the main drivers of overseas markets for consumer products and services is cultural diversity in traditional and modern culture, arts, and lifestyle. (Jin, Moscardo, & Murphy, 2017; Chuang & Lee, 2013; Yalcinkaya, 2008)
To that aim we develop the following proposition and sub-propositions: P1: Intrinsic consumption value is associated with Korean Pop Culture Contents (KPCC) consumption behavior
This study has drawn on the importance of KPCC consumption behavior in Taiwan
Summary
Among the main drivers of overseas markets for consumer products and services is cultural diversity in traditional and modern culture, arts, and lifestyle. (Jin, Moscardo, & Murphy, 2017; Chuang & Lee, 2013; Yalcinkaya, 2008). Korean Pop Culture Contents (KPCC) is a concept covering contents including Korean TV Drama, variety shows, movies, songs, animation, online games and books among others (Malik & Haidar, 2020; Su, Huang, Brodowsky, & Kim, 2011; Chuang & Lee, 2013). Despite an overall preference for cultural products from Europe, United States, and Japan, the awareness and impact of KPCC has increased the potentials of tourist destination especially since the phenomenon of the ‘Korean wave’ craze a few years ago (Liew & Sun, 2020). Reports have shown that TV drama has become a major cultural product from Korea (Chuang & Lee, 2017). The market share of KPCC products has increased rapidly, and is predicted to become the main supplier of cultural products in Taiwan (KOFICE, 2017).
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