The Effects of Chinese People Watching Korean TV Dramas and the Perception of the TV World as Reality on the Corporate and National Reputations of South Korea: the Resonance Effect of Cultivation Theory

Abstract

This study sought to investigate the interaction between the theoretical variables of cultivation, which influence the reputation formation of the “Samsung” corporation and the country of South Korea, and the variability of purchase intention toward the “Galaxy” product line. The concept of direct experience that is advocated in cultivation theory and the resonance concept that is used in political communication were included in this study for the purpose of analysis. By focusing on a context in which many researchers still refute the notion that direct experience is a variable of cultivation, this study sought to elucidate the concept of resonance, as well as to verify whether the cognitive dimension, rather than direct experience, can be an important variable in the perception of the TV world as reality. This study therefore focused on China, where the popularity of the Korean Wave consistently increased over recent years compared with other countries, and conducted an analysis of 212 Chinese residents in urban areas who watched Korean dramas. As a result, resonance based on a microscopic viewpoint has an effect on awareness of a real world through TV. The analysis result of the mediator effect showed that brand purchase intention has a partial meditation effect in relationship between awareness of a real world through TV and corporate reputation. Also, corporate reputation showed a complete mediation effect in the relation between brand purchase intention and national reputation.