Abstract
The purpose of this study is to analyze the influence and moderating effect of tangible and intangible Korean Wave content experiences on the purchase intention of Korean product brands among local consumers in the Philippines. As a result of analyzing 300 copies of survey data collected from local consumers in the Philippines, the types of Korean Wave content (Korean video, K-Pop, K-Food) had a significant positive influence on the intention to purchase Korean product brands. It was found that As a result of verifying the moderating effect of Korean Wave familiarity, it was found that the positive influence of Philippine consumers' tangible and intangible Korean Wave content experience on Korean product brand purchase intention was strengthened by Korean Wave familiarity. These results suggest practical and theoretical implications by suggesting that Philippine consumers' familiarity with the Korean Wave can strengthen their influence on their intention to purchase Korean brand products.
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