The Influence of Drama Viewing on Online Purchasing Intention: An Empirical Study

Abstract

The Korean Wave, which started with Korean singers entering China in the 1990s, has been growing at a rapid pace until recently. Accordingly, Korean dramas, songs, cosmetics, and food are becoming popular in China. Chinese people are extremely interested in Korean culture in general. Korean dramas and K-pop were most influential in the early stages of popular culture. As a result, Korean cultural products began to stand out in China. China's interest in Korean culture has continued around for a long time and has not cooled. This study focuses on analyzing the relationship between motivation for watching Korean dramas and e-commerce purchase intention. The motivation factors for Korean drama viewing were divided into cultural curiosity, drama attractiveness, cultural similarity, relational factors, and viewing habits. Collected data were analyzed using SPSS 22.0 as basic statistics and Smart PLS 2.0 (partial least squared) using structural equations. The results of the empirical analysis of this study are summarized as follows. First, the motivation for watching Korean dramas (cultural curiosity, drama attractiveness, cultural similarity, relational factors, and viewing habits) had a significant effect on Korean attractiveness. Hypothesis H1 was adopted. Second, Korean attractiveness had a significant effect on the purchase intention e-Commerce. Hypothesis H2 was adopted. It is necessary to actively use Korean attractiveness to purchase Korean products in e-Commerce.