Korean TV Shows/Dramas Influence On Chinese Young Consumer Purchase Intention

This study aims to illuminate and to identify the Chinese consumer behavior toward Korean products.It is motivated by the following research question: what makes international brands(like Korean)appealing to Chinese customers and what kind of channels they use(E-commerce,Mobile app,TV)to attract them? The goal of this study is to examine the effect of channels used(TV,E-commerce)on consumer perception.To achieve the goal of this study,a survey was conducted via the internet and the collected data were analyzed with SPSS.SPSS was used “statistical package” to analyze the data and to interpret it.The research used a survey containing different types of questions such as multiple choice questions,dichotomous questions and closed ended questions.Also questions on the “Likert Scale” were used since the responses are so subjective and easily quantify.After collecting data through survey,an excel file was create to import the data then the imported information was re-coded to be compatible with SPSS format “spv.file” and to facilitate the interpretation of data.The data analysis will reveal that there is a strong connection between how Korean brands appealing to Chinese customer through the aspect of product quality.The results,also reveal that feedbacks,checking comments before buying or the social influence in general that there is a strong positive correlation with the Chinese consumer perception and behavior.The results lead to one conclusion that using TV(shows/drama)channel to appeal to the Chinese customer is what Korean brands use to promote their products and the data analysis shows the existing of a positive effect of this channel.In the meanwhile,the study shows that “Listening to K-pop” is another factor that encourages Chinese to consume the Korean brands.