An Empirical Study of Effecting Watch Motivation of Korean Drama on Purchase Intention: Focused on Cosmetics in China

Abstract

China began the Korean Wave in the late 1990s with the introduction of Korean cultural products. This study focuses on analyzing the relationship between watch motivation of Korean drama and purchase intention of cosmetics. 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 motive for watching Korean dramas (cultural curiosity, drama attractiveness, cultural similarity, relational factors, and viewing habits) had a significant effect on Korean attractiveness.