Effect of New Hallyu: Influence of K-POP Consumption on Chinese Attitude toward Korea and Hallyu

신한류 효과: 중국인들의 K-POP 이용이 한국과 한류에 대한 호감도에 미치는 영향

  • Liu, Jing-Jin (Dept. of Journalism & Mass Communications, Dongguk University) ;
  • Park, Yeon-Jin (Dept. of Journalism & Mass Communications, Dongguk University) ;
  • Hwang, Ha-Sung (Dept. of Journalism & Mass Communications, Dongguk University)
  • 유경진 (동국대학교 신문방송학과) ;
  • 박연진 (동국대학교 신문방송학과) ;
  • 황하성 (동국대학교 신문방송학과)
  • Received : 2013.12.01
  • Accepted : 2014.01.24
  • Published : 2014.02.15

Abstract

This study aims to examine how the usage of K-POP and Korean TV dramas influence Chinese attitude toward Korea and Hallyu as K-POP has gained its popularity all over the world. The result indicated that 'gender', 'duration of watching Korean TV drama, 'the evaluation of Korean TV dramas', 'duration of listening K-POP and 'evaluation of K-POP' are strong predictors influencing attitude toward Korea among Chinese people. On the other hand, in relation to Hallyu, demographic factors are not appeared as the predictors, however, duration of watching Korean TV dramas, 'the evaluation of Korea TV dramas' and 'evaluation of K-POP' have been shown to influence the attitude toward Hallyu in a positive way. As the practical implication this result suggests that content, either Drama or K-POP, has more importance to appeal global audience rather than famous star has. Furthermore, when variables such as watching Korea TV dramas and evaluation of Korea TV drama have been controlled, 'evaluation of K-POP' appeared as a strong predictor to influence attitude of Korea and Hallyu in a positive way. This result indicates that the main content of Hallyu in China has shifted from Korean Dram to K-POP as the New Hallyu has been coming.