The effect of attributes of Korean trendy drama on consumer attitude, national image, and consumer acceptance intention for sustainable Hallyu culture

Heeju Chae, Joo Hee Park and Eunju Ko

Journal of Global Fashion Marketing, 2020, vol. 11, issue 1, 18-36

Abstract: Despite its success in the world market, Hallyu’s stability as the leading cultural industry has been doubted. This study explores the effect of attributes of Korean trendy drama on consumer attitude, national image, and consumer acceptance intention. Affection and affinity are attributes of Korean trendy drama found to have positive influence on the consumer attitude towards Korean drama, which positively influences national image and acceptance intention of Korean visual media contents. Consumer response is found to differ in accordance with the length of stay in Korea. The study has significance in contributing to deeper understanding to sustain Hallyu across nations.

Date: 2020
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DOI: 10.1080/20932685.2019.1680305

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