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Determinants of Consumption Behaviors of Korean Pop Culture in Taiwan

Determinants of Consumption Behaviors of Korean Pop Culture in Taiwan

Sunmi Lee, Chien-Hsing Wu
Copyright: © 2021 |Volume: 12 |Issue: 3 |Pages: 22
ISSN: 1947-9638|EISSN: 1947-9646|EISBN13: 9781799861065|DOI: 10.4018/IJABIM.20210701.oa28
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MLA

Lee, Sunmi, and Chien-Hsing Wu. "Determinants of Consumption Behaviors of Korean Pop Culture in Taiwan." IJABIM vol.12, no.3 2021: pp.1-22. http://doi.org/10.4018/IJABIM.20210701.oa28

APA

Lee, S. & Wu, C. (2021). Determinants of Consumption Behaviors of Korean Pop Culture in Taiwan. International Journal of Asian Business and Information Management (IJABIM), 12(3), 1-22. http://doi.org/10.4018/IJABIM.20210701.oa28

Chicago

Lee, Sunmi, and Chien-Hsing Wu. "Determinants of Consumption Behaviors of Korean Pop Culture in Taiwan," International Journal of Asian Business and Information Management (IJABIM) 12, no.3: 1-22. http://doi.org/10.4018/IJABIM.20210701.oa28

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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.