A strong source of consumption is the desire of consumers. The formation of consumer needs reflects both personal and social factors. Values are objects that satisfy human needs and are pursued through human activities. In this paper, we leverage the method-purpose chain theory to connect the cognitive structure of values pursued by consumers. The attributes that consumers consider for consumption, the benefits or consequences of consumption, and the value pursued by these consumption behaviors are analyzed through a ladder method. This study analyzes the characteristics of consumption by laddering the domestic and foreign video contents consumed by Vietnamese female college students and identifies the value pursued by drawing consumers’ cognitive structure on a hierarchical map. Looking at the results of the class value map, the most sought after “fun” and “love” as modern romantic ethics consumers, but reflected the reality and situation of the society in which Vietnamese female college students belong as social members, and the pattern of value pursuit was different. In the consumption of domestic video content, plot (attributes) - family love (results) - traditional (values) were also pursued, but in the consumption of Korean video content, plot (attributes) - hardship (results) - universal (values) were also pursued. This study is meaningful in that it conducted on-site surveys in Vietnam, an area that was relatively alienated from Korea wave research, and that the existing trend of cultural content research was not centered on inertia. It was intended to understand that consumption was not only a personal choice but also a cultural consumption influenced by society, and that Korean content provided implications for the direction of planning and production of Korea Wave content as an export content by specifically deriving consumer’s cognitive structure.