The Study on The Relationship among Marketing Mix of Korean Drama,Cross-Cultural Identity, Country- of- Origin Image and Customer Loyalty- Empirical Evidence from Taiwan

• Main Authors: Hui Wen Chen, 陳會雯
• Other Authors: Philip C.F.Tsai
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/92270964932008631043

碩士 === 文藻外語大學 === 國際事業暨文化交流研究所 === 102 === Today is a global village era. Korean Drama pose as rapidly surging culture commodity , began to promote” Korean Wave” from East Asia. The reason why Korean drama in the Taiwan market is so popular , it is because that the marketing mix success ? Or whether the Taiwanese consumers have a preference on cross- cultural identity ? Or whether some Taiwanese consumers have a poor impression of preconceived Korea , then, the influence of the country- of- origin image will have negative effect on the performance of marketing mix for consumers loyalty ? Since the domestic existing literature rarely discussed in the perspectives about the marketing mix of Korean drama ,therefore, this study plan to apply quantitative research to discuss the influence of the marketing mix and it’s relevant items concerning about Korean Drama on consumers loyalty, and to further discuss the extent of impact on consumer perception from cross-cultural identity and country-of-origin image between the marketing mix of Korean Drama and consumers loyalty. The results demostrate not only the marketing mix of Korean Drama has significant impact on customers loyalty but alos its relevant product, price,promotion, have same significant impact. Besides, cross-cultural identity actually enhances the impact of the marketing mix, and low country-of-origin image has no significantly negative effect on the performance of marketing mix to customers loyalty ( instead, it has significant positive effect).These research results provide an important reference value for academic research and practical management of culture creative industries.