ABSTRACT Due in part to the influence of Hallyu, student enrollment in Korean language courses at universities across America has skyrocketed. This study examines the various motivations college students have for studying the Korean language, paying particular attention to three variables. Six hundred and fifty-three responses collected for over 5 years in Korean language courses at an American university were categorized via an original framework for language learning motivations and analyzed using descriptive statistics to see a trend. The results demonstrated that the popularity of the various motivation categories differed noticeably by course level, gender, and heritage/nonheritage learner background. The desire to become a global citizen through travel and consume Korean popular culture drove many beginners to learn Korean, whereas students in the higher-level courses tended to be motivated either by a desire to connect with their families (for heritage learners) or by career prospects associated with Korean language proficiency (for nonheritage learners). Familial connections were also an important motivation for male students, whereas female students tended to note interests in Korean popular culture as most important. The study suggests that similar data at other universities could be useful in developing and utilizing effective curricular resources to motivate and retain Korean language learners.
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