Korean Tv Soap Operas in Taiwan: an Investigation of Consumers’ Clothing Purchase Behavior

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www.ccsenet.org/ijms

International Journal of Marketing Studies

Vol. 4, No. 3; June 2012

Korean TV Soap Operas in Taiwan: An Investigation of Consumers’ Clothing Purchase Behavior Hsiu-Ju Hsu Department of Fashion Design and Management, National Pingtung University of Science and Technology No. 1 Shuehfu Rd., Neipu, Pingtung 912, Taiwan, R.O.C. E-mail: hsu@mail.npust.edu.tw Received: February 15, 2012 doi:10.5539/ijms.v4n3p16 Abstract In a recent trend, Korean TV soap operas have become extremely popular in Taiwan. This article examines the relationship between Taiwanese female undergraduates’ favorite Korean TV soap operas and their clothing purchase behavior. A survey was conducted via written questionnaires, from which 937 were obtained for analysis. The data were analyzed using factor analysis, ANOVA, and t-test. The results revealed that different degrees of viewing frequency, involvement, and recall of favorite Korean TV soap operas make a significant difference in clothing purchase behavior with regard to such factors as attention, viewing motivations, purchasing motivations, and different stages of clothing consumption. Keywords: Soap operas, Clothing, Consumer behavior, Taiwan, Korean 1. Introduction The introduction and rapid diffusion of television was one of the most socially significant events in the 20th century. The findings of Nielsen TV show that Korean TV soap operas have a deep impact on the Taiwanese because of their viewing frequency. Specifically, Korean TV soap operas have become the most popular among foreign TV soap operas in Taiwan, outstripping those from mainland China and Hong Kong (Ko, 2005). Soap operas and other television series not only captivate the attention of many viewers but also provide for the development of relationships between viewers and the program, along with its characters (Russell, Norman, & Heckler, 2004). Cultivation theory (Gerbner et al., 1977) posits that the social beliefs of people who watch TV more frequently are more consistent with televised social representations than are the beliefs of people who watch TV less frequently (O’Guinn & Shrum, 1997). The more deeply a person views a program and its characters, the greater the prescriptive and informational effect and the stronger the consequence in behavioral modeling will be (Nord & Peter, 1980). Television also contains representations of consumption (DeFleur, 1964). The concept of product placement has been used to investigate how product use shown on TV affects consumer interest in those products (Su, Huang, Brodowsky, & Kim, 2011). Furthermore, Russell (2006) indicated that the characters in a TV program are shown in realistic consumption scenarios, surrounded by well known consumer products, such as clothing, food, beverages, and cars. Based on notice and interest, people show different degrees of attention and recognition to the message. Engel, Blackwell, and Miniard (1995) pointed out that consumers’ degree of involvement influences their level of recognition and response to the message. Involvement with television performers may include parasocial interaction (i.e., the viewer is in a role relationship with the actor), wishful identification (i.e., the viewer desires to imitate the performer) (Hoffner, 1996), or interest in the favorite character (i.e., the viewer cares about performer) (Auter & Palmgreen, 2000). Specifically, involvement with products causes greater consumer awareness in distinguishing between attribute and product importance, and produces greater attention to brand choice (Howard & Sheth, 1969). Involvement with purchases also leads one to search for more information and to take more time in making the right selection (Clarke & Belk, 1978). Furthermore, Petty and Cacioppo’s (1979) study found that high involvement with an object enhances message processing, resulting in either increased or decreased acceptance. Moreover, research has reported that television programs not only affect...
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