Citation

Tengku Mohd Azzman Shariffadeen, Tengku Siti Aisha and Chan, Tak Jie and Murniadi, Krishnamurti (2025) Antecedents of purchase intention of Korean consumer products: A study of Malaysian K-drama bingewatchers. SEARCH Journal of Media and Communication Research, 17 (5). pp. 17-32. ISSN 2672-7080

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Abstract

As a result of the Hallyu phenomenon in the early 2000s, K-dramas have become very popular in Malaysia. Although the Korean culture may be divergent in a Muslim-majority country like Malaysia, K-drama audiences continue to show their enthusiasm for the culture by binge-watching episodes on streaming platforms. With streaming platforms, K-drama audiences can become more personally involved with their favourite K-dramas, by customising content and forming parasocial bonds with K-drama celebrities. Thus, this study aims to examine factors related to streaming audience involvement that influence consumer purchasing intentions among K-drama binge-watchers in Malaysia. Specifically, we predict that binge-watching (BW), parasocial interaction (PSI) and consumer cultural affinity (CCA) with Korea may influence intention to purchase (PI) Korean consumer products. Also, BW and PSI functioned as the mediators. Five hypotheses were proposed in this study to examine the predictors of PI. This study used a cross-sectional survey design. Respondents were undergraduate students, and a Google Form questionnaire was distributed to respondents (N = 213). Hayes PROCESS macro (Model 4) was used for the parallel mediation analyses. All five hypotheses were supported. The repercussions of these findings on the role of audience involvement via streaming platforms and its effect on consumer purchase decisions were also discussed.

Item Type:	Article
Uncontrolled Keywords:	Audience involvement, binge-watching, consumer affinity, parasocial interaction, purchase intentions
Subjects:	H Social Sciences > HF Commerce > HF5001-6182 Business > HF5437-5444 Purchasing. Selling. Sales personnel. Sales executives
Divisions:	Faculty of Applied Communication (FAC)
Depositing User:	Ms Suzilawati Abu Samah
Date Deposited:	28 Jul 2025 08:49
Last Modified:	30 Jul 2025 21:21
URII:	http://shdl.mmu.edu.my/id/eprint/14312

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