4.3.1 Coding Process
Process of coding analysis in this study is designed with four phases and those phases are not straight but interactive (Creswell, 2006). First two stages can be done again in the third and fourth stages by repetitive analysis (Figure 4.1).
Figure 4.1: Coding Analysis Process
The researcher read the completed text data slowly and thoroughly, and marked it with a highlighter in the areas where general idea can be obtained. After acquisition of
Reading through text
data
Dividing text into segments of information
Label the segments with
codes Reduce overlap
and redundancy of codes
33
general idea, the researcher read the text data again, found information segments, placed parentheses, and recorded ideas or keywords related at the extra space or margins (Table 4.4).
Table 4.4: Example of Text Dividing into Information Segment Subject Number ：18012702
Questionnaire items:
On subject’s KPCC consumption experience
I like listening to songs. Although I can’t understand Korean, the music is very good. And Chinese subtitle is provided and I like melody itself. I originally like to listening to songs. Except IU who is my favorite Korean singer, I also like Wuyuetian (Mayday), Taiwanese music band. Time amount of listening Korean songs counts for 50% I guess. I like IU herself as well as her songs and melody since I think she is very talented. She can sing, compose, write lyrics and act as well. And she looks very cute. I set big picture of her on my laptop screen. I not only listen to her songs but also search any movies, drama or variety shows she is appearing for watching on the web. She appeared in
“Dream High” with Kim Soo Hyun and also acted in “Producer”
with Cha Tae Hyun who recently appeared in the movie titled “Yu Shen Tong Xing”, She also appeared on Korean version of
“Scarlet Heart (Bubu Jingxin)”.
During dividing texts into information segments, the researcher not only got answers that fit intentions of the questionnaire, but also gained insight into factors or relationships that could be helpful in further research, which can be developed deeper in the following interviews. Those insights are results of natural observation obtained through interviews, not intentions in this study or questionnaire.
After text dividing phase, the researcher labelled segments of information with codes for analysis. Those codes were tailored to the keywords and sub - keywords that fit the independent variable classification for ease of analyzing relationships between independent and dependent variable (Table 4.5).
Table 4.5: Example of Code Labelling Subject Number ：18012702
Questionnaire items:
34 Experience about most impressive culture of Korea
Korean food, I think. Those foods that Korean people eat such as Soju, Korean barbecue, or Sea weed soup on birthdays. Actually when I saw Korean food that I haven’t experienced on TV drama or movies, I usually go to Korean restaurant to try that by myself.
I think food is very impressive culture. Usually I go to Korean restaurant with my friends who like to try new food. I like eating and hot dishes. I found in dramas that when eating Korean barbecue, drinking Soju is better. So I bought Soju when I went to eat barbecue. I think Jinro brand is better than the other one.
During code labelling phase, the researcher sought to find keywords that could reveal common phenomena or relationships found in subjects, beyond the values and subcategories set by the previous literature review. Just like the previous two phases, code labeling phase is not performed once but repeatedly over time so that as much coding as possible is achieved.
Last phase of coding process is to reduce overlap and redundancy of codes. After code labelling phase is processed several times, the twelve labelled codes are organized and prepared by table for analysis (Table 4.6).
Table 4.6: Key Concepts and Definition List
No. Key Concepts Definition
1 Quality satisfaction Consumer’s satisfaction on any traits of KPCC
2 Cost effectiveness Consumer’s satisfaction on price over quality of KPCC 3 Real time accessibility Access to KPCC without obstacles in language and
time
4 New knowledge acquisition Korean culture practiced in consumer’s life style 5 Indirect experience Understanding Korean culture
6 Sense of belonging Sense of belonging to a major community of consumer
7 Pride Pride as a KPCC consumer
8 Group with similar interest Contact with consumer groups with similar interests 9 Particular activity Experience of activity with needs on KPCC 10 Particular purpose Experience of situation with needs on KPCC 11 Perceived hierarchy Perception of higher hierarchy in Korean culture 12 Perceived mastery Perception of higher mastery in Korean culture
4.3.2 Coding Results
35
occurrence frequencies of corresponding key concepts in each subject's text document (Table 4.7).
Table 4.7: Key Concepts Table for Analysis Independent Variables
Quality satisfaction 24 92.3%
Cost effectiveness 9 34.6%
Real time accessibility 13 50.0%
Epistemic New knowledge 9 34.6%
Indirect experience 25 96.2%
Emotional Sense of belonging 9 34.6%
Pride 3 11.5%
Extrinsic
Social Group with similar
interest 15 57.7%
Conditional Particular activity 15 57.7%
Particular purpose 5 19.2%
Cultural value Perceived hierarchy 13 50.0%
Perceived mastery 1 3.8%
Quality of KPCC includes many factors. In addition to direct elements of KPCC such as speedy plot development, song lyrics, and art design in games, also include consumer’s satisfaction on producers of KPCC such as singers. In the cases of drama or song, there is no specific answer to price over quality because there are routes that consumers can consume for free. Consumers of movies or games, and active consumers of song made comments on price. The positive response of real time accessibility is caused by translation work that takes place almost simultaneously with release of KPCC in Korea and convenience of Internet environment through electronic devices such as smart phones.
In the case of Korean culture embodied by consumer’s life style or habits, manners and food culture are main issues, but there are also a few subjects mentioning about acquisition of indirect knowledge of social structure or politics or hierarchical conflicts in Korea. Rate in sense of belonging or pride is not high in subject responses, which can be said to be due to the universality that KPCC consumption is leading trend in Taiwan society at present. In the case of KPCC, since consumption is generalized to a high level, consumers do not perceive a sense of belonging or pride that can arise from those consumption areas rarely consumed.
36
Consumers contact to groups of the same KPCC producers like fan community or groups that consume the same type of KPCC for the purpose of exchanging information for better consumption. Specific activities for consumers to consume KPCC include discussion with their friends or for gathering. KPCC consumption for specific purposes include change of moods, listening ability practice, or relieving stress.
In cultural value, hierarchy is more perceived that mastery by subjects. High percentage of subjects say that they would directly implement hierarchy perceived through consumption of KPCC, such as manners culture. This can be attributed to the fact that hierarchy in Korean culture, which has specificities of authority and humble, is embodied in a distinctive or visual ways such as a high honorific use of Korean language, waist bowing when greeting the elders, and order of starting a meal according to positions or ages.