Test results of this study shows that P1 and P2-2 can be strongly accepted. P1-1, P1-2 and P2-1 are accepted too. Remaining propositions are weakly accepted. Test result of P4 shows that there is moderating role of language ability on associations between KPCC consumption behavior and cultural value. Results of each group showed that high language ability consumers are showing weaker association in cultural value, which is different from those trend in other two variables. Moreover, in the sub-proposition level, different trend of consumption behavior appears according to language level. The research model with general results is in Figure 4.2 through Figure 4.4 and further implications and limitations of this study are discussed in following sections.
Figure 4.2: Evidence of Test of Proposition 1, 2, and 3 (first level)
Figure 4.3: Evidence of Test for Five Consumption Values (second level)
0.248 Intrinsic Consumption Value
Extrinsic Consumption Value
Cultural Value
Korean Pop Culture Contents Consumption
Behavior
Conditional Value
Korean Pop Culture Contents Consumption Functional Value
Epistemic Value
Emotional Value
Social Value
0.130
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Figure 4.4: Evidence for Test of Proposition 4 (first level)
Figure 4.5: Evidence for Test of Proposition 4 (second level)
To summarize proposition test results in a concise manner, Table 4-14 reveals all propositions and test results. It is found that P1 is strongly supported; P2 is partially supported; P3 is not supported. In second level test on sub-propositions, P2-2 is strongly supported; P1-1, P1-2 and P2-1 are partially supported; P1-3 is not supported. It is also found that P4 is partially supported since meaningful difference between high and low level language ability groups is found in one variable. Moreover, in second level test on sub-propositions, P4-1 and P4-2 are partially supported.
0.05 0.15 0.25 0.35 0.45 0.55 0.65
Functional Epistemic Emotional Social Conditional
Overall High level Low level
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Table 4.14: A Summary of Propositions Test
Propositions Result
P1: Intrinsic consumption value is associated with KPCC consumption behavior S P 1-1: Functional value is associated with KPCC consumption behavior PS P 1-2: Epistemic value is associated with KPCC consumption behavior PS P 1-3: Emotional value is associated with KPCC consumption behavior NS P2: Extrinsic consumption value is associated with KPCC consumption behavior PS P 2-1: Social value is associated with KPCC consumption behavior PS P 2-2: Conditional value is associated with KPCC consumption behavior S P3: Cultural value is associated with KPCC consumption behavior NS P4: Language ability moderates effects of consumption value on KPCC
consumption behavior PS
P 4-1: Language ability moderates effects of intrinsic consumption value on
KPCC consumption behavior PS
P 4-2: Language ability moderates effects of extrinsic consumption value on
KPCC consumption behavior PS
P 4-3: Language ability moderates effects of cultural value on KPCC
consumption behavior PS
S: Supported; PS: Partially supported; NS: Not supported
4.5.2 Implications
This study adopts consumption value and cultural value to examine KPCC consumption behavior in Taiwan. Moreover, moderating role of language ability is also examined. Test results on propositions shows that (1) consumption behavior of Taiwan consumers of KPCC is related to all consumption values except emotional value with difference in strength and (2) Korean language ability partially moderates effects of consumption value and consumer behavior. These conclusion has certain implications for theoretical and practical areas.
Firstly, functional, epistemic, social and conditional values have effect on consumption behavior of Taiwanese consumers when they consume KPCC. These effects vary by consumption behavior category. For example, functional value has more effect on consumers who are active in KPCC consumption. Consumers who most actively search KPCC information and consume are affected by functional value such as quality, cost-effectiveness and accessibility. This point is found throughout interviews of subjects. “When I was university student, after my study finished, I spent over 70% of my free time on watching Korean dramas and variety shows or chatting with friends over those Korean culture contents...Accessibility of KPCC is very fast…..As to Korean dramas, firstly, production skill is very excellent, starring
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entertainers have good appearances, moreover, Korean dramas have special plots that are unseen in other Taiwanese or Chinese dramas.” (Subject 18012203)
Secondly, epistemic value has more effect on consumers, which is more prominent in consumers of TV drama than of songs or variety shows. Although consumers of songs have knowledge and indirect experience about Korean culture, sources of those knowledge and experiences are not directly coming from Korean songs. This finding is supported through an interview of subject whose top preference is songs. "I know that Korean people eat living small octopus, Kimchi, and fish cake. I learned those things from Youtube clips made by foreigners living in Korea. Those people visit many places in Korea and share their experiences and knowledge through those video clips. Oh, I also know that respectful manner is very important to Korean people since I saw video clip of EXO on Youtube showing that they bow down to greet elder singers when meeting them.” (Subject 18020302) The shorter period the consumers consume KPCC, the bigger effect of social value appears on consumers. Five of the subjects had the shortest consumption period of KPCC (2 years). All of them answered that they have groups to talk about their KPCC consumption activities as a common topic. Like subject 18020301 says “Yes, I think it is very important topic among friends. As I just entered into high school, my friends are those who have common interests on Korean songs. So very few of my current friends are not interested in Korean songs or singers.”
Thirdly, perceived cultural value and emotional value do not seem to affect consumption behavior much. As shown in Schwartz (2006), Taiwan and Korea occupy a similar position in cultural orientation. Relationships between cultural value and consumption behavior are examined based on perception of hierarchy and mastery which are more distinctive in Korean culture than Taiwan. “Courtesy, I found out that Korean people take politeness seriously. But, that kind of politeness does not seem so binding but just a part of daily life, so natural. All of the Korean drama I see included those politeness elements. I think it is worth learning.” (Subject 18012205) In interviews, it is presented that Taiwanese consumers do perceive hierarchy but not negative aspects of perceived level but positively expressed behavior such as eating etiquette or greetings to the elders. This may be the result of KPCC's attempts to portray these cultural values positively, or distribution restrictions on KPCC which contain negative contents.
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Fourthly, Korean language ability shows its moderating role in the relationship between consumption behavior and cultural value. Unlike of intrinsic and extrinsic values which show stronger relationship with higher ability, cultural value shows weaker relationship in higher language ability group. This is likely to be related to the consumption period. For subjects of this study, KPCC consumption period and Korean ability have a direct proportional relation. In other words, the longer the consumption of KPCC is, the higher the ability of Korean by either active or passive learning.
However, the sensitivity of perceived culture can be inversely proportional to KPCC consumption period. The more consumers are exposed to a specific culture and feel that they are familiar with it, the less likely it is to get a strong impression.
Lastly, Korean language ability also reveals that that functional and conditional values have stronger relationship with consumption behavior in the group of high language level whereas epistemic and social values have stronger relationship with consumption behavior in the group of low language level. For consumers with high language level, quality, cost effectiveness and accessibility are important factor affecting their consumption. Also, consumers with high language ability consider specific activity or purpose when making consumption decision. However, for consumers with low language ability, experience or acquisition of indirect experience and having a group of similar interest affect their consumption behavior. These implications can be used in real industries of marketing or Korean language education.
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Chapter Five: Conclusion
This study conducts Sheth et al.’s (1991a, 1991b) five consumption value and Schwartz’s (2006) cultural value to investigate factors that will affect consumption behavior of KPCC in type, period, frequency, expenditure and activeness. Furthermore, the study also investigates moderating role of language ability trying to understand relationship cultural contents consumption and Korean language. Final conclusion of this study is discussed in this chapter.