Cultural Distance, Product Type, and Cross-Border Cultural Consumption
-- An Empirical Analysis Based on Unbalanced Panel Data from Five Countries

Ke Zhang

doi:10.70711/memf.v3i11.10270

Cultural Distance, Product Type, and Cross-Border Cultural Consumption -- An Empirical Analysis Based on Unbalanced Panel Data from Five Countries

Ke Zhang

Abstract

An analysis has been made of data from five countries ( 2021 - 2024 ). The effects of cultural distance on K - pop and on Hollywood
films are compared. The data available are not complete. Cultural distance seems to lower the market share of Hollywood films. Its coefficient
is - 0. 447 ( p<0. 01 ). That outcome is consistent with the cultural discount hypothesis. Greater cultural distance goes along with more K - pop
streams. Coefficient value: 0. 897 ( p<0. 10 ). Cultural diversity may help to attract consumers. Social media has a very strong influence on K
- pop. Its coefficient is 11. 735 ( p<0. 01 ). English proficiency pertains only to Hollywood films. The product's own traits affect cultural distance.
Story - based items meet more cultural resistance. Visual - led items travel with non - verbal signs. They generate a " reverse discount. "

Keywords

Cultural distance; Cross-border cultural consumption; Hollywood films; K-pop; Cultural discount; Heterogeneous appeal

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DOI: http://dx.doi.org/10.70711/memf.v3i11.10270

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