| Summary: | 碩士 === 國立高雄大學 === 國際企業管理碩士學位學程 === 106 === Despite Korean Pop Culture Contents (KPCC) are gaining popularity in Taiwan for past decades, previous literature has paid a limited attention to revealing why Taiwanese consume KPCC for manufacturers, retailers, or even traders. Using qualitative study, this research thesis proposes and examines a research model that describes association of consumption values and cultural value on KPCC consumption behavior. The consumption value theory advocates that consumption behavior comes generally from functional value, epistemic value, social value, conditional value, and/or social value. Moderation effect of Korean language ability on the model is also investigated. Based on data analysis from interviews of 26 subjects, research findings are obtained showing that (1) functional, epistemic, social and conditional values have strong associations with consumption behavior, (2) emotional and cultural value reveal weak associations with consumption behavior, and (3) language ability partially moderates relationships between consumption behaviors and consumption values. Implications and suggestions are also addressed.
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