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A Study on an effects of China consumers` self-congruence and public-cultural involvement on Hallyu contents evaluation and attitude
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  • Journal title : Journal of Digital Convergence
  • Volume 14, Issue 2,  2016, pp.377-388
  • Publisher : The Society of Digital Policy and Management
  • DOI : 10.14400/JDC.2016.14.2.377
 Title & Authors
A Study on an effects of China consumers` self-congruence and public-cultural involvement on Hallyu contents evaluation and attitude
Park, Se-Jeung; Choi, Jiyeon; Noh, Jeonpyo;
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 Abstract
The purposes of this study are; first, to supply useful suggestions for the market segmentation of the Chinese market according to individual psychological variables(self-congruence) of customers. Second, it figures out the relative importance of actual self-congruence and ideal self-congruence. Lastly, it reveals whether there are any differences in the preference of attributes according to the popular cultural involvement. According to the results, actual self-congruence had a positive influence on the contents factor evaluation while ideal self-congruence had positive effect on the human and cultural factors evaluation. Also, the human and cultural factor had a positive influence on the purchase intention, as well as content factor and cultural factor had the influence on the word-of-mouth. In addition, the group of highly interested in the involvement at the popular culture was significantly higher in the evaluation on the human and contents factor than the low group.
 Keywords
Hallyu;Chinese Consumer;Actual Self-Congruence;Ideal Self-Congruence;Involvement;
 Language
Korean
 Cited by
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