The Influence of Hallyu Dissemination on Chinese Consumers' Purchase Intention: The Mediating Role of Country Image
Abstract
With the expansion of global media and cultural exchange, Hallyu (the Korean Wave) has become an important channel for promot
ing Korean culture and products abroad. This study examines the influence of Hallyu dissemination on Chinese consumerspurchase intention,
focusing on the mediating role of South Koreas country image. Hallyu content, such as Korean dramas, K-pop, and entertainment programs,
transmits cultural values and lifestyles that shape consumersperceptions of South Korea. These perceptions contribute to the formation of a
favorable country image, which subsequently influences consumersattitudes toward Korean products and their purchase intention. The study
suggests that Hallyu dissemination positively affects Chinese consumerspurchase intention both directly and indirectly through country im
age. The findings highlight the importance of cultural influence in shaping consumer perceptions and provide insights for Korean companies
seeking to strengthen their competitiveness in the Chinese market.
ing Korean culture and products abroad. This study examines the influence of Hallyu dissemination on Chinese consumerspurchase intention,
focusing on the mediating role of South Koreas country image. Hallyu content, such as Korean dramas, K-pop, and entertainment programs,
transmits cultural values and lifestyles that shape consumersperceptions of South Korea. These perceptions contribute to the formation of a
favorable country image, which subsequently influences consumersattitudes toward Korean products and their purchase intention. The study
suggests that Hallyu dissemination positively affects Chinese consumerspurchase intention both directly and indirectly through country im
age. The findings highlight the importance of cultural influence in shaping consumer perceptions and provide insights for Korean companies
seeking to strengthen their competitiveness in the Chinese market.
Keywords
Hallyu; Country image; Soft Power; Consumer Purchase Behavior; Cultural Globalization
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PDFReferences
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DOI: http://dx.doi.org/10.70711/memf.v3i5.9079
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