In this chapter, a research model for studying how consumption values and cultural values are related to consumption behavior of Taiwan KPCC consumers and moderating role of language ability in the process is presented. The research method, contents of the questionnaire, plan, and analysis method of the questionnaire answers are presented. With all the derived research propositions, Figure 3.1 is the research model of this study. It contains three independent variables and one moderator, and dependent variable as well, consumption behaviors which are shown among consumers.
Figure 3.1: Research Model 3.2 Interview Plan and Subjects
Since the purpose of this study is to investigate consumption value and cultural value related to KPCC consumption behavior, Taiwanese consumers who have experienced KPCC consumption are set as subjects. With consideration of the study purpose about the Korean language ability’s moderating role, the language communication ability level is not screened out when choosing interview subjects.
Considering demographic distributions, both men and women are selected as interview subjects, age and residential areas are also considered to be evenly distributed.
The method of interview is to conduct in a face-to-face manner and the interview is recorded using electric device. All interview protocols and non-verbal reactions are
Cultural Value Intrinsic Consumption Value
Extrinsic Consumption Value
Language Ability P1
P2 P3
P4
Korean Pop Culture Contents Consumption
Behavior
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written in memos. Collected data may be supplemented by follow-up interviews whenever it is necessary. However, in order to obtain sufficient number of subjects for the qualitative approach of this study and to achieve a demographically even distribution, the subjects may be contacted online. The expected number of subjects will be around 25. A rolling sample may be used if the number of invited subjects are not enough.
Rapport formation (Creswell 2005), the psychological consensus of the researcher and the subjects, is a necessary factor in successful research in the case of qualitative research that needs to understand insiders' perspectives and their ideas. Therefore, both face-to-face interviews and online interviews will achieve rapport formation through a couple of conversations at first rather than one-off interviews. After formation of rapport, the interviews are conducted on an uninterrupted quest for interview guides and endless questions and information to facilitate discussing issues in a semi-structured or unsemi-structured way. Interview is conducted in-depth style with enough time.
Design of interview plan is as follow (Figure 3.2).
Figure 3.2: Interview Plan
3.3 Interview Questionnaire
Through reviews of related literature and previous studies, the overall goals of interview questionnaire design by categories is shown in Table 3.1 and details are presented in Appendix A.
• Identify subjects
• Interview arrangement Before
• Rapport formation
• Interview (Audio recording) During
• Transcription
• Subject checking
• Follow-up interview(if necessary) After
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Table 3.1: Interview Questionnaire Design
Category Subcategory Questionnaire design goal
Personal information
Gender Age Residency
To understand consumers’ basic background and find any meaningful relation with consumption behavior
To understand consumers’ consumption behavior in Korean Pop Culture Contents
Consumption value
To understand consumers’ consumption value by each subcategory (Sheth, Newman, and Gross, 1991a)
Cultural value To understand consumers’ attitude toward cultural difference between Korea and Taiwan appearing in KPCC (Schwartz, S. H., 2006; Pan Yetao, 2013)
Language Ability
Ability
Learning period Motivation Willingness
To understand consumers’ attitude toward Korean language, which will be used to find any moderating role between independent variables and dependent variables (Oh, 2013; Toyoshima, 2013)
In order to understanding the subjects’ experiences, opinions, comments, and expectation about KPCC consumption and relation with consumption behavior, the interview questionnaire is designed into four parts; background, KPCC, consumption value and cultural value, and language ability. Each question has open-ended structure to draw out unconstrained experiences and opinions from subjects.
The first part of the questionnaire asks personal information of subjects, which are gender, age, and residency. And the next part asks questions designed to understand consumption behavior of subjects on content type, period, frequency, expenditure and activeness. Results of this part will be dependent variables in analysis. The following parts of consumption value and cultural value ask subjects attitude toward each value, results of which will be independent variables in analysis. Lastly, the questionnaire asks about language ability and attitude of subjects to confirm moderating role of language between dependent variables and independent variables.
For language ability scale for respondents to answer, ACTFL Proficiency
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Guidelines will be used in this study. ACTFL Proficiency Guidelines are created by the American Council on the Teaching of Foreign Languages in order to provide a means of assessing the proficiency of a foreign language speaker. The guidelines are divided into different proficiency levels: novice, intermediate, advanced, superior, and distinguished. Additionally, each of these (except superior and distinguished) is further subdivided into low, mid and high. These proficiency levels are defined separately for ability to listen, speak, read and write (Table 3.2).
Subjects can answer their language skills in one of ten steps from 1 to 10, and the contents of the language ability at each stage are shown in Table 2.2. If a subject answer that he or she has the ability to speak Korean, the level corresponding to the Korean language ability of the respondent will be verified in Table 2.2 and recorded in the questionnaire. Language ability will be analyzed if it has any moderating role on relationship between consumption value and KPCC consumption behavior.
Table 3.2: ACTFL Global Can-Do Benchmarks
Number Language level Can-do statements
1 Novice low I can communicate on some very familiar topics using single words and phrases that I have practiced and memorized.
2 Novice mid I can communicate on very familiar topics using a variety of words and phrases that I have practiced and memorized.
3 Novice high I can communicate and exchange information about familiar topics using phrases and simple sentences, sometimes supported by memorized language. I can usually handle short social interactions in everyday situations by asking and answering simple questions.
4 Intermediate low
I can participate in conversations on a number of familiar topics using simple sentences. I can handle short social interactions in everyday situations by asking and answering simple questions.
5 Intermediate mid
I can participate in conversations on familiar topics using sentences and series of sentences. I can handle short social interactions in everyday situations by asking and answering a variety of questions. I can usually say what I want to say about myself and my everyday life.
6 Intermediate high
I can participate with ease and confidence in conversations on familiar topics. I can usually talk about events and experiences in various time frames. I can usually describe people, places, and things. I can handle social interactions in everyday situations, sometimes even when there is an unexpected complication.
7 Advanced I can participate in conversations about familiar topics that go
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low beyond my everyday life. I can talk in an organized way and with some detail about events and experiences in various time frames. I can describe people, places, and things in an organized way and with some detail. I can handle a familiar situation with an unexpected complication.
8 Advanced
mid
I can express myself fully not only on familiar topics but also on some concrete social, academic, and professional topics. I can talk in detail and in an organized way about events and experiences in various time frames. I can confidently handle routine situations with an unexpected complication. I can share my point of view in discussions on some complex issues.
9 Advanced high
I can express myself freely and spontaneously, and for the most part accurately, on concrete topics and on most complex issues.
I can usually support my opinion and develop hypotheses on topics of particular interest or personal expertise.
10 Superior I can communicate with ease, accuracy, and fluency. I can participate fully and effectively in discussions on a variety of topics in formal and informal settings. I can discuss at length complex issues by structuring arguments and developing hypotheses.
3.4 Data Collection and Analysis
After the researcher completes data collection through interviews, voice recording and memos are produced. The researcher prepares this raw data for analysis. The voice recording is typed and documented, and the memos are organized separately. The researcher repeatedly reads the documented data slowly and acquires the concepts contained therein. The researcher then codes the data and finds keywords to be used in the study (Figure 3.3).
Figure 3.3: Data Collection and Analysis
For data organizing, subject number is used. Each subject has own number based on the interview date and order. Voice recording file, documented file after typing and memos are organized by subject number in order to help accurate preparing. In data
Data organizing Data preparing Data reading Data coding
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preparing phase, transcription, which is the process of converting audio data into text data, is the most important task. During transcription, enough margins on both sides of paper and extra spaces between lines are left for the following analysis phase. In data reading phase, highlighters and pens are used to capture general concepts in the data text. Data coding is done by hands since sample size is not big and analysis by hands is easy to keep track of files and locate text passages.
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Chapter Four: Result and Discussion
4.1 Descriptive Statistics
Data was collected in Taiwan in January to March 2018 through in-depth interviews, each about one-hour-long. Research subjects mainly consisted of two groups 1) Korean language learning students of the researcher, 2) participants recruited through advertisements seeking interviewees in local community. 26 subjects were interviewed in ono-to-one interview setting which allowed inquiring for further information on consumer behavior, which uncovered and mapped consumer experiences in KPCC. The overall distribution of demographic statistics and consumption behaviors are seen as follows (Tables 4.1 and 4.2). Details for demographic information of subjects are presented in Appendix B.
Table 4.1: Overall Demographic Statistics
Gender Number of subject Percentage
Male 5 19.2%
Female 21 80.8%
Age
Under 20 2 7.7%
21-30 21 80.8%
31-40 2 7.7%
41-50 1 3.8%
Residency
Northern 2 7.7%
Middle 3 11.6%
Southern 20 76.9%
Eastern 1 3.8%
The location of the institution where the researcher worked and the research site results in tendency of the subject's residential area to the south. However, gender and age distribution is reflected with current KPCC consumer distribution in Taiwan or overseas, which can be verified in previous studies on KPCC consumers (Jung, 2011;
Jin, 2012; Lim, 2013).
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Table 4.2: Consumption Behavior Statistics
Content type (top preference) Number of subject Percentage
Songs 13 50%
Korean song is the top priority based on subjects’ respondents. 13 subjects out of 26 subjects answered that they prefer consuming songs in all KPCC, which counts for 50%. Followed by drama (42.3%) and variety (7.7%). However, TV drama seems to be the content that subjects consume most in KPCC, followed by variety shows and movies when multiple choice is allowed. The difference between the top preference and the most consumed contents is the basis for confirming the consumption patterns spread from one type of KPCC to another.
Average KPCC consumption period of subjects is about 7 years. Frequency of consumption varies from half of all to all. Almost half of subjects spend no money on
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KPCC consumption since they consume KPCC through internet streaming service on Youtube, which costs them no money. Consumers with top preference on songs are more likely willing to spend money on KPCC for buying CDs or concert watching.
Average activeness of subjects is 3.8.
Language ability of subjects, which is another factor in this study is presented in Table 4.3 with actual level of language ability according to Can-do Benchmarks in Table 3.2 and their willingness to learn for KPCC consumption purpose is also presented.
Table 4.3: Language Ability and Willingness
Language ability level Number of subject Percentage
1 15 57.7%
2 6 23.1%
3 2 7.7%
4 3 11.5%
Learning willingness
No 4 15.4%
Yes, for KPCC purpose 9 34.6%
Yes, but for other purpose than KPCC 13 50.0%
4.2 Reliability and Validity
The researcher took necessary measures from the beginning to ensure reliability and validity of this study. During the questionnaire design phase, a focus group was observed for the reliability. Three subjects who learned Korean from the researcher were observed while they were sharing of experiences and thoughts on KPCC consumption. This focus group observation was conducted twice and the researcher did not ask specific questionnaire questions during observations. This helped to gain detailed concepts of the interview questionnaire design.
After the questionnaire was designed, the researcher conducted individual discussion with one peer researcher so that the researcher could not be buried in subjective insights of oneself. The peer researcher has been teaching Korean language to Chinese learners who have high interest in KPCC consumption in China. This was helpful to find out whether there is a logical weakness of the questionnaire design of this study.
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During the interview, the researcher tried not to direct, guide or elaborate subjects’
answers to avoid deep involvement, unless when there was need for mutual communications or term explanation. All question items in the questionnaire were read and answered.
After each interview, the audio data was transcribed and the finalized transcript was presented to subjects again to ensure the contents are exactly what subjects want to express. The researcher reviewed the literature several times and tried to maintain the sensitivity to the topic to be analyzed between interviews and coding phases. In addition, transcripts, coding results, and notes were repeatedly examined with time lag so that they may not be sunken in one viewpoint.
4.3 Coding Analysis
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
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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
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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 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