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Top1. Introduction
Among the main drivers of overseas markets for consumer products and services is cultural diversity in traditional and modern culture, arts, and lifestyle. (Jin, Moscardo, & Murphy, 2017; Chuang & Lee, 2013; Yalcinkaya, 2008). Korean Pop Culture Contents (KPCC) is a concept covering contents including Korean TV Drama, variety shows, movies, songs, animation, online games and books among others (Malik & Haidar, 2020; Su, Huang, Brodowsky, & Kim, 2011; Chuang & Lee, 2013). Despite an overall preference for cultural products from Europe, United States, and Japan, the awareness and impact of KPCC has increased the potentials of tourist destination especially since the phenomenon of the ‘Korean wave’ craze a few years ago (Liew & Sun, 2020). In particular, reports have shown that TV drama has become a major cultural product from Korea (Chuang & Lee, 2017).
The effect of KPCC consumption on the economy stems from an increase in tourisms as well increased demand for Korean fashion, music, household appliances, electronic devices and cosmetics (Kofice & Kotra, 2016; Huh & Wu, 2017). The market share of KPCC products has increased rapidly, and is predicted to become the main supplier of cultural products in Taiwan (KOFICE, 2017). The phenomenon is also taking place in China, Thailand, and Vietnam. Determinants of increased KPCC product consumption have been widely studied particularly in Asia Pacific (Kim, Jun, & Kim, 2018; Huh & Wu, 2017; Jin, 2012; Kim, Gupta, & Koh, 2011; Park & Rabolt, 2009).
Previous studies revealed that consumption behavior is influenced by factors such as culture, fashions and the economy (Table 1). For example, functional (convenience) and emotional values are significant determinants of intention to use continuous social-local-mobile (SoLoMo) services (Yang & Lin, 2017). Cultural value, conditional value, and epistemic value are all important predictors of global clothing brand image (Park & Rabolt, 2009). The reasons why consumers spend money on products are therefore multiple. For example, local food consumption behavior derives from functional (quality), emotional, and epistemic values (Choe & Kim, 2018); customers’ decision making is influenced by online reviews, which differ by cultural background; and perceived beneficial image of tourism destination is predicted by consumption value (Phau, Quintal, & Shanka, 2014). Although Taiwan is the third largest KPCC product consumer after China and Japan (Wu, 2015), there have been few studies of KPCC consumption in the country.