earticle

영어

This study focuses on examining the effects of two different types of Korean Wave factors and the website characteristics on Malaysian consumers’ purchase attitude and intention toward two different types of Korean products(beauty and IT/electronics) in cross-border e-commerce(CBEC). Furthermore, this study seeks to investigate the role of attitude as a key mediator between the antecedents and purchase intention. The dada were analyzed using PROCESS macro by Hayes. The result revealed that, in general, the economic korean wave has more distinct and stronger effect on purchase attitude and intention than cultural korean wave. Also, Technology Acceptance Model still explains consumer’s acceptance of the use of CBEC platform and the role of attitude as a key mediator. Analyzing each of the two different kinds of products under two different consumer groups, This study helps Korean consumer goods companies and CBEC platform practitioners better understand the factors affecting purchase attitude and intentions toward Korean products through CBEC in the marketing aspect. Additionally, this study suggests that there also needs political efforts to support the economic and cultural Korean waves on a government level.