The Influence of Korean cinematography arts on Ho Chi Minh adolescents’ purchase intention of Korean products

DOI

10.2991/978-94-6463-583-6_10How to use a DOI?

Keywords

Ho Chi Minh City adolescents; Korean cinematography arts; Korean products

Abstract

This essay delves into the intricate relationship between Korean cinematography arts and the purchasing intentions of adolescents in Ho Chi Minh City concerning Korean products. The surge in popularity of Korean films and dramas globally has sparked interest in understanding the broader implications of this cultural phenomenon, particularly on consumer behavior. This research aims to explore the impact of Korean cinematography on the preferences and choices made by adolescents in Ho Chi Minh City, shedding light on the connection between storytelling, cultural representation, and the subsequent influence on purchasing decisions. The study used a survey sample of 201 consumers in Ho Chi Minh City and quantitative analysis tools. By examining the cultural, idolatrous and useful elements, the research seeks to identify patterns and correlations between cinematic exposure and the inclination to purchase Korean products. This investigation also considers the role of product placement, brand visibility, and the overall portrayal of Korean lifestyle and aesthetics in influencing the consumer mindset. There are five components (Material Culture, Idolatry, Cultural Image, Usefulness and Spending) positively influencing consumer attitudes. Specifically, Material Culture has the greatest impact on consumer attitudes, while the lowest influence belongs to Spending. The research contributes to the existing literature on the globalization of Korean popular culture and its impact on consumer behavior in Ho Chi Minh City.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Quyen Ha Tran
AU  - Lan Ngoc Dao
AU  - An Phan Khanh
AU  - Cat Tien Tran Le
AU  - Bao Tran Pham Tran
AU  - Le Thi Kieu Trang
PY  - 2024
DA  - 2024/11/26
TI  - The Influence of Korean cinematography arts on Ho Chi Minh adolescents’ purchase intention of Korean products
BT  - Proceedings of the 2nd International Conference - Resilience by Technology and Design (RTD 2024)
PB  - Atlantis Press
SP  - 138
EP  - 161
SN  - 1951-6851
UR  - https://doi.org/10.2991/978-94-6463-583-6_10
DO  - 10.2991/978-94-6463-583-6_10
ID  - Tran2024
ER  -