한국 관심도가 K-drama인지 및 K-fashion에 대한 중국 소비자의 행동에 미치는 영향 -소비자의 소득 수준과 성별에 따른 차이를 중심으로-

Abstract

The purpose of the study is to analyze not only impacts of interest in Korea and the awareness of K-drama, and of interest in PPL fashion brands and consumer behavior toward K-fashion, but also differences for each income-level group and gender group. Hallyu started in China, and Chinese consumers are the most familiar with Hallyu; for that reason, this research targeted Chinese consumers. Data were collected by a professional firm and frequency analysis, EFA, reliability analysis, CFA, SEM, metric invariance test, and multiple- group comparison analyses were performed. The results revealed that interest in Korea positively affected awareness of K-dramas and that awareness of K-dramas had a significant effect on both interest in PPL fashion brands and in K-fashion. Also, both interest in PPL fashion brands and in K-fashion positively affected behavioral intentions toward K-fashion brands. Multiple-group comparison by income-groups demonstrated that a difference only existed in terms of how awareness of K-dramas affected interest in PPL fashion brands; awareness of K-dramas had a greater influence on high-income groups' interest in PPL fashion brands than it did on low-income groups. As a result of multiple-group comparison by gender group, awareness of K-dramas was found to have a greater impact on males than on females. Interest in PPL fashion brands had a positive influence only on male consumers' behavioral intentions toward K-fashion brands, not on female consumers'. Finally, a difference existed between male and female groups with respect to how K-fashion interest affected behavioral intentions toward K-fashion brands; specifically, K-fashion interest had a greater influence on behavioral intentions toward K-fashion brands of females than of males.