This study is to pursue integrity and comprehensiveness in the entire research procedure, while in concern with some practical issues, there must have some limitations, which are listed as follows:
1. Demographical data is not well balanced in terms of gender and age, and residency. It is expected that much more meaningful results would be deducted if larger number of subjects could be interviewed.
2. Cosmetics, clothing and food were excluded from KPCC type due to consideration of being categorized as consumer goods. If studies involving these three items are conducted, a different aspect can be derived.
3. Because language ability is divided according to simple verbal check of the researcher based on subjects’ self-statements, more clear relationship would be derived if language ability scales based on the actual unified language evaluation are used.
Finally, in conclusion of all research findings and suggestions, here are some directions for future studies that are correlated to similar topics or industries.
1. The researcher recognized that patterns of consumption behaviors are quite different depending on KPCC type. For example, consumers who prefer songs most often tend to expand their consumption to other types of content compared to consumers of other types. It is also found that there is a similar difference in intentions to spend money on KPCC consumption. Since those are not intended to be a direct investigation of this study, so the researcher did not record them explicitly, but meaningful results will be derived if further studies are conducted.
2. More in-depth study on culture value in KPCC consumption would be meaningful. Through interviews, subjects showed an understanding of deep culture such as Korean people's way of thinking and social structure as well as surface knowledge such as table manners and greeting way. Understanding depth of culture delivered to consumers through indirect experience will be helpful in planning and
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marketing of Korean pop culture contents.
3. Finally, Korean language education tends to target big market of KPCC consumers. However, as shown in this study, Korean language ability of consumers is not an obstacle to KPCC consumption because of fast speed of interpretation which results in disconnection to Korean language education. Therefore, further research is needed on where Korean education industry should start in approaching big market of KPCC consumers.
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Appendix
Appendix A: Formal Interview Questionnaire
Purposes of interview are to request your experiences, comments, opinions, and concepts regarding how consumption value influences Korean pop culture contents consumption behavior. I also would like to know the role that Korean language ability plays in above relationship. Please feel free to answer to following questions.
Subject No.: Date of interview:
Gender: □ Male □ Female
Age: □ Under 20 □ 21-30 □ 31-40 □ 41-50 □ 51-60 □ Above 61
Residence: □ Northern Taiwan □ Middle Taiwan □ Southern Taiwan □ Eastern Taiwan
KPCC Following questions are to request your experiences, opinions, comments, and expectation about consuming Korean Pop Culture Contents (KPCC) in Taiwan.
KPCC1
Please enter a number as preference priority for items that you are willing to consume in the following KPCC list and leave it blank if not willing.
□ Korean TV Drama
KPCC2 How long have you been consuming KPCCs? How and why?
□ Less than 5 years □ 5-10 years □ More than 10 years KPCC3 How frequent do you consume KPCCs? Why?
□ Less than half □ Half □ More than half □ Mostly □ Always
KPCC4
How much money do you spend approximately on consuming KPCCs each time?
□ None □ Under 1000 □ More than 3000
KPCC5 Overall, are you an active KPCC consumer? Which number is best to represent the degree? □1 □2 □3 □4 □5
CV
Following questions are to request your cognition, experience, and expectation about the perceived value when consuming Korean pop culture contents (KPCC) in Taiwan.
CV-F
1. Do you think that KPCC you consume is affordable (price)? Why?
2. Are you satisfied with the quality of KPCC you consume? Why?
3. Do you think that KPCCs you consume are enjoyable? Why?
4. Do you think KPCC is easy and convenient to access for consuming? Why?
CV-Ep 1. Do you think you can learn anything about Korea through consuming KPCC? Describe any experiences.
2. Do you agree consuming KPCC can offer new indirect experiences? How?
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3. Does consuming KPCC satisfy your curiosity? Why?
CV-Em 1. How do you feel when consuming KPCC? Why?
2. Describe your feeling with your experiences.
CV-S
1. Do you think you can feel social sympathy by consuming KPCC? Why?
2. Do you think you belong to a particular group by consuming KPCC?
Describe the group.
3. Do you think you can have a particular image by consuming KPCC?
Describe the image.
CV-C
1. Do you think that you sometimes need to consume KPCC in particular situations? Describe situations.
2. Do you think that you sometimes need to consume KPCC in particular holidays or activities? Describe holidays or activities.
CL Following questions are to request your cognition, opinions, experience, and expectation about cultural value when consuming Korean pop culture contents (KPCC) in Taiwan.
1. How familiar are you with Korean culture? Why do you say so? Can you list some of characteristics? Which one or ones you think impress you mostly?
2. Do you think that KPCC contains important culture you want to imitate? If so, explain a few of them.
3. Do you have experience of practicing cultural values that you discovered while consuming KPCC in your life? What was it? What do you feel after that experience?
LA Following questions are used to acquire information about your Korean language ability
1 Can you speak Korean? If so, how long have you been learning? Did you have special reasons to learn it? If no, are you willing to learn? Why?
2. Please mark your level of Korean language ability according to your can-do statement.
□1 □2 □3 □4 □5 □6 □7 □8 □9 □10
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Appendix B: Demographic Information of Subjects
Subject code Gender Age Residence
18012201 F 21-30 Southern
18012202 F 21-30 Southern
18012203 F 21-30 Southern
18012204 F 31-40 Southern
18012205 F 21-30 Eastern
18012701 F 21-30 Southern
18012702 M 21-30 Southern
18020301 F Under 20 Southern
18020302 F Under 20 Southern
18020303 F 21-30 Southern
18020801 M 21-30 Southern
18030801 F 21-30 Middle
18030802 F 31-40 Northern
18030803 F 21-30 Southern
18031001 F 41-50 Southern
18031002 F 21-30 Southern
18031003 F 21-30 Southern
18031004 F 21-30 Southern
18031301 F 21-30 Northern
18031302 F 21-30 Southern
18031701 M 21-30 Southern
18031702 M 21-30 Southern
18031703 M 21-30 Southern
18031704 F 21-30 Southern
18032401 F 21-30 Middle
18032402 F 21-30 Middle