초록

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Abstract ▼ AI-Helper

This study examines the attitudinal and behavioral consequences of the consumption of Korean cultural products in two major Chinese cities, Beijing and Shanghai. A model of mass-mediated inter-cultural communication effects is suggested to explore the ways in which the Chinese"s consumption of Korea...

This study examines the attitudinal and behavioral consequences of the consumption of Korean cultural products in two major Chinese cities, Beijing and Shanghai. A model of mass-mediated inter-cultural communication effects is suggested to explore the ways in which the Chinese"s consumption of Korean dramas and music exert influences on the attitude towards Korea and the behavioral intention of subsequent consumption of Korean cultural products. In particular, emphasizing the role of interpretive processes in uses of cultural products, the model incorporates two mediating processes within it: the evaluation of the qualities of Korean dramas and music and the understanding of Korean people and the Korean ways of life. A total of 2017 respondents were interviewed in Beijing and Shanghai. The results turn out supportive of the research model. It is found that the Chinese"s consumption of Korean dramas and music lead to positive evaluation of the dramas and music and favorable understanding of Korean people, which in turn produces positive attitude toward Korea and heightened behavioral intention to use Korean cultural products. The implications of the results are discussed in terms of mass-mediated cross-cultural experiences in the Asian region.

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