earticle

영어

The purpose of this study is to analyze the influence of Korean cultural content preference on the purchase intention of Korean products in China before and after the THAAD crisis. The results of the analysis on the effect of Korean cultural contents on Korean product purchase intention are as follows. The preference for movies and drama was influential on purchase intention of Korean products before THAAD, and Korean food preference had the biggest influence after THAAD. Chinese people think of Korean food positively and prefer food from other countries. Therefore, it is necessary to develop a strategy through the word of mouth, which is highly effective in marketing characteristics of Chinese people. It is also effective to use advanced strategies. A cognitive approach such as practicality, expertise, and high quality requires a strategy of linking Korea's exports with Korean products through consumer products.