韩剧观看动机对购买意愿影响的实证研究——以中国化妆品市场为例

Yuan Liu
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引用次数: 1

摘要

中国从上世纪90年代末开始引进韩国文化产品,掀起了韩流热潮。本研究着重分析韩剧观看动机与化妆品购买意愿之间的关系。韩剧观看的动机因素分为文化好奇心、电视剧吸引力、文化相似性、关系因素和观看习惯。收集的数据采用SPSS 22.0作为基础统计,Smart PLS 2.0(偏最小二乘法)采用结构方程进行分析。本研究的实证分析结果总结如下:首先,观看韩剧的动机(文化好奇心、电视剧吸引力、文化相似性、关系因素和观看习惯)对韩剧吸引力有显著影响。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
An Empirical Study of Effecting Watch Motivation of Korean Drama on Purchase Intention: Focused on Cosmetics in China
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.
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