Chinese's Hanryu Consumption, Perceptions of Korean National Brand and Korea's Unification

박노일; 정지연

doi:10.18107/japs.2016.23.2.005

China is one of the most critical countries in achieving the unification of Korea, which is currently South Korea's biggest challenge. This research premises that Hanryu(Korean wave) has deep associations with the Chinese perception of Korea's political status. In particular, this research seeks to investigate the political ripple effects on the Chinese's usage of Hanryu contents in the context of the nation's brand and reunification, regardless of Chinese's personal attributes. Through the analysis of the 484 online surveys, this research concludes that the Chinese's consumption of Hanryu resulted in statistically significant associations with their perceptions of Korean unification. The results were consistent in situations where the Chinese's demographic characteristics, media usage, and ethnocentrism were controlled. Specifically, this research provides evidence that Chinese's Hanryu consumption has an effect on their perception of Korean unification, Chinese's perception of Korean nation brand serving as a medium in affecting Chinese's perception of Korean unification. This study is significant in providing the fundamentals of bringing about various political and diplomatic consequences through the perception of nation's brand constructed by the Chinese's consumption of Hanryu, taking into account their ethnocentrism and media usage patterns. Finally, this research represents a pioneering endeavor to establish connection between Hanryu consumption and political perceptions by mediating nation brand.

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