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Korean Drama Viewing and Cosmetics Purchase Intention: A Chinese Consumer Data Analysis Using Partial Least Squares Structural Equation Model

Year: 2026

Type: article

Abstract: This paper investigates Korean drama viewing motivation's impact on Chinese consumers' cosmetics purchase intention using PLS-SEM with 458 valid responses.Five motivation dimensions (Cultural Curiosity, Drama Appeal, Cultural Proximity, Interpersonal Influence, Viewing Habits) were examined through two mediating variables: Korean Cultural Affinity and Korean Visitation Intention.All twelve hypotheses were significant.Cultural Curiosity demonstrated the strongest effect on Korean Cultural Affinity (β = 0.318), while Interpersonal Influence most impacted Korean Visitation Intention (β = 0.400).Notably, Korean Cultural Affinity exhibited greater influence on purchase intention (β = 0.501) than Korean Visitation Intention (β = 0.256), revealing that cultural connection supersedes travel interest in driving cosmetics consumption.The model achieved 49.5% explanatory power for purchase intention variance.This research fills a gap by identifying specific consumption mechanisms beyond general Korean Wave influence offering strategic insights for Korean cosmetics brands targeting Chinese markets.

Source: Journal of information and communication convergence engineering

DOI: 10.56977/jicce.2026.24.1.90

Authors: YuanYuan Liu, Jun-Ho Huh, Ha-Kyun Kim

Institutions: Pukyong National University, Korea Maritime and Ocean University

Language: English

Topic: Asian Culture and Media Studies

Subfield: Cultural Studies

Field: Social Sciences

Domain: Social Sciences

Open Access status: hybrid

OpenAlex ID: W7143847774

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