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Antecedent factors that affect purchase intentions of Korean consumer products: a focus on K-drama binge-watchers in Malaysia

Audience involvement through attachment with media personae and immersion in media content is a growing area in communication research. Scholars argue that audience involvement is important as mediated characters can act as social agents and influence their fanbase. Therefore, we seek to examine two...

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Main Author: Tengku Mohd Azzman, Tengku Siti Aisha
Format: Proceeding Paper
Language:English
English
Published: 2023
Subjects:
H Social Sciences (General)
P87 Communication. Mass media
Online Access:http://irep.iium.edu.my/107466/12/107466_ANTECEDENT%20FACTORS%20THAT%20AFFECT%20PURCHASE%20INTENTIONS%20OF%20KOREAN%20CONSUMER%20PRODUCTS.pdf
http://irep.iium.edu.my/107466/7/107466_Programme%20event.pdf
http://irep.iium.edu.my/107466/
https://comet.iium.edu.my/
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spelling my.iium.irep.1074662023-11-21T04:28:22Z http://irep.iium.edu.my/107466/ Antecedent factors that affect purchase intentions of Korean consumer products: a focus on K-drama binge-watchers in Malaysia Tengku Mohd Azzman, Tengku Siti Aisha H Social Sciences (General) P87 Communication. Mass media Audience involvement through attachment with media personae and immersion in media content is a growing area in communication research. Scholars argue that audience involvement is important as mediated characters can act as social agents and influence their fanbase. Therefore, we seek to examine two forms of audience involvement with K-dramas: parasocial interaction and transportation, among K-drama binge-watchers. Due to the recent surge of Hallyu in Malaysia, K-dramas are a top choice for the streaming audience. Thus, as binge-watchers eagerly consume K-drama content on streaming platforms, their involvement with K-dramas may influence how they feel about Korean culture and subsequently their intention to purchase Korean consumer products. Consequently, the research objectives of this study are twofold: (a) to identify predictors of intention to purchase Korean consumer products, and (b) to examine the mediating role of parasocial interaction (PSI), transportation (MT), and binge-watching tendencies (BWT) in the relationship between cultural affinity (CA) and intention to purchase consumer products from Korea (PI). Seven hypotheses were proposed in this study. An online survey was distributed among undergraduate students taking communication courses from March to June 2023. Respondents must use streaming platforms and be familiar with K-dramas to participate in the study (N = 219). Zero-order correlations and the parallel mediation analysis using PROCESS macro (model 4) was used to test the hypotheses of the study. Five hypotheses were supported; CA, PSI and BWT positively predicted PI. Also, PSI and BWT mediated the relationships between CA and PI. Implications of these findings on research linking contemporary audience involvement and consumer behavior will be deliberated. 2023 Proceeding Paper PeerReviewed application/pdf en http://irep.iium.edu.my/107466/12/107466_ANTECEDENT%20FACTORS%20THAT%20AFFECT%20PURCHASE%20INTENTIONS%20OF%20KOREAN%20CONSUMER%20PRODUCTS.pdf application/pdf en http://irep.iium.edu.my/107466/7/107466_Programme%20event.pdf Tengku Mohd Azzman, Tengku Siti Aisha (2023) Antecedent factors that affect purchase intentions of Korean consumer products: a focus on K-drama binge-watchers in Malaysia. In: Communication Research Seminar 2023, 5th October 2023, IIUM. (Unpublished) https://comet.iium.edu.my/
institution Universiti Islam Antarabangsa Malaysia
building IIUM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider International Islamic University Malaysia
content_source IIUM Repository (IREP)
url_provider http://irep.iium.edu.my/
language English
English
topic H Social Sciences (General)
P87 Communication. Mass media
spellingShingle H Social Sciences (General)
P87 Communication. Mass media
Tengku Mohd Azzman, Tengku Siti Aisha
Antecedent factors that affect purchase intentions of Korean consumer products: a focus on K-drama binge-watchers in Malaysia
description Audience involvement through attachment with media personae and immersion in media content is a growing area in communication research. Scholars argue that audience involvement is important as mediated characters can act as social agents and influence their fanbase. Therefore, we seek to examine two forms of audience involvement with K-dramas: parasocial interaction and transportation, among K-drama binge-watchers. Due to the recent surge of Hallyu in Malaysia, K-dramas are a top choice for the streaming audience. Thus, as binge-watchers eagerly consume K-drama content on streaming platforms, their involvement with K-dramas may influence how they feel about Korean culture and subsequently their intention to purchase Korean consumer products. Consequently, the research objectives of this study are twofold: (a) to identify predictors of intention to purchase Korean consumer products, and (b) to examine the mediating role of parasocial interaction (PSI), transportation (MT), and binge-watching tendencies (BWT) in the relationship between cultural affinity (CA) and intention to purchase consumer products from Korea (PI). Seven hypotheses were proposed in this study. An online survey was distributed among undergraduate students taking communication courses from March to June 2023. Respondents must use streaming platforms and be familiar with K-dramas to participate in the study (N = 219). Zero-order correlations and the parallel mediation analysis using PROCESS macro (model 4) was used to test the hypotheses of the study. Five hypotheses were supported; CA, PSI and BWT positively predicted PI. Also, PSI and BWT mediated the relationships between CA and PI. Implications of these findings on research linking contemporary audience involvement and consumer behavior will be deliberated.
format Proceeding Paper
author Tengku Mohd Azzman, Tengku Siti Aisha
author_facet Tengku Mohd Azzman, Tengku Siti Aisha
author_sort Tengku Mohd Azzman, Tengku Siti Aisha
title Antecedent factors that affect purchase intentions of Korean consumer products: a focus on K-drama binge-watchers in Malaysia
title_short Antecedent factors that affect purchase intentions of Korean consumer products: a focus on K-drama binge-watchers in Malaysia
title_full Antecedent factors that affect purchase intentions of Korean consumer products: a focus on K-drama binge-watchers in Malaysia
title_fullStr Antecedent factors that affect purchase intentions of Korean consumer products: a focus on K-drama binge-watchers in Malaysia
title_full_unstemmed Antecedent factors that affect purchase intentions of Korean consumer products: a focus on K-drama binge-watchers in Malaysia
title_sort antecedent factors that affect purchase intentions of korean consumer products: a focus on k-drama binge-watchers in malaysia
publishDate 2023
url http://irep.iium.edu.my/107466/12/107466_ANTECEDENT%20FACTORS%20THAT%20AFFECT%20PURCHASE%20INTENTIONS%20OF%20KOREAN%20CONSUMER%20PRODUCTS.pdf
http://irep.iium.edu.my/107466/7/107466_Programme%20event.pdf
http://irep.iium.edu.my/107466/
https://comet.iium.edu.my/
_version_ 1783876096530317312
score 13.211869

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