K-drama as a cultural marketing media: Prediction of continuance intention to watch K-drama
Description
Korean dramas (K-Dramas) have become a media promotion of Korean culture to worldwide popularity in line with the popularity of Korean culture known as Hallyu. This study aims to explain the continuance intention to watch K-drama using the extended theory of planned behavior (TPB) with a cultivation theory perspective. Data was collected from 406 K-drama fans, then analyzed using a structural equation model. The results prove that the continuance intention to watch K-drama is influenced by the TPB constructs, especially the attitude towards K-drama and the attitude towards Korean culture. Furthermore, these two constructs are influenced by the production value and frequency of watching K-dramas. The findings will assist the film industry, especially K-drama, in developing and understanding better K-drama audience behavior to increase K-drama popularity among international audiences, then encourage the marketing of Korean culture. Theoretically, this research is empirically the first study to develop a TPB model with a cultivation theory perspective.