The Korean Wave refers to the love of South Korean cultural products. People all over the world widely consumed Korean cultural goods by contents of Korean Wave. Particularly, in 1992, there were a severance of diplomatic relations between Taiwan and Korea. Nevertheless, their economic exchanges have been steadily expanding. The Korean wave is growing, indicating huge popularity, although the sales of the related products are still in the initial stage in the Taiwan.
The purpose of this paper is to review the Korean Wave and mention of different variables that influence the consumer purchase intention and investigate the relationship of variables and Taiwanese consumer purchase intention based on the Korean Wave.
The data is collected 295 copies of questionnaires were retrieved for analysis in terms of 310 randomly selected people in Taiwan. The collected data were analyzed utilizing statistics software SPSS 18.0. The results of questionnaire analysis showed that three variables of contents composed.
The Korean Wave giving statistically significant influences on the Korea country image and Korea brand image. They are giving statistically significant influences on the Taiwanese consumers' intention of purchasing Korean products.
Finally, Korean Wave giving statistically direct influences on the Taiwanese consumers' intention of purchasing Korean products. Further in-depth researches in the future based on the founding drawn from this study can suggest more effective marketing strategies for Korean products in the Taiwan market

ABSTRACT iii
ACKNOWLEDGMENT iv
LIST OF CONTENTS v
LIST OF TABLES viii
LIST OF FIGURES x
CHAPTER ONE INTRODUCTION 1
1.1 Research Background and Motivation 1
1.2 Research Objectives 3
1.3 Research Scope of this Study 3
1.4 Research Procedure 4
1.5 Research Structure of this Study 5
CHAPTER TWO LITERATURE REVIEW 7
2.1 Overview of the Korean Wave 7
2.1.1 The Phenomenon of Korean Wave 7
2.1.2 The Process of Korean Wave in Taiwan 7
2.1.3 The Popular Contents of Korean Wave 8
2.1.4 The Effect of Korean Wave 12
2.2 Theoretical Background 13
2.2.1 The Country Image 13
2.2.2 The Brand Image 14
2.2.3 The Purchase Intention 15
2.3 Interrelationship Among Research Constructs 16
2.3.1 The Effect of the Korean Wave on Country Image and Brand Image 16
2.3.2 The Effect of the Korea Country Image on Consumers Purchase Intention 16
2.3.3 The Effect of the Korea Brand Image on Consumers Purchase Intention 17
2.3.4 The Direct effect of the Korean Wave on Consumers Purchase Intention 18
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 19
3.1 The Conceptual Model 19
3.2 Construct Measurement 19
3.2.1 The Korean Wave 20
3.2.2 The Korea Country Image 21
3.2.3 The Korea Brand Image 21
3.2.4 The Taiwanese Consumers Purchase Intention 22
3.2.5 The information of respondents 23
3.3 Hypotheses to be Tested 23
3.4 Questionnaire Design 23
3.5 Sample Plan 24
3.6 The Method of Statistic Analysis 24
3.6.1 Descriptive Statistic Analysis 24
3.6.2 Factor Analysis and Reliability Test 24
3.6.3 Multiple Regression Analysis 25
3.6.4 Correlation Analysis 25
CHAPTER FOUR RESEARCH RESULTS AND DISCUSSIONS 26
4.1 Descriptive Analysis 26
4.1.1 Characteristics of Respondents 26
4.1.2 Measurement Results for Relevant Variable 28
4.2 Factor Analysis and Reliability Test 31
4.3 Multiple Regression Analysis 36
4.4 Correlation Analysis 39
CHAPTER FIVE COCLUSION AND SUGGESTIONS 41
5.1 Research Conclusions 41
5.2 Implications Research suggestions 42
5.3 Limitations and Future Research 43
REFERENCES 44
APPENDICES 49
Appendix 1: Questionnaire distributed to respondents for this study (English) 49
Appendix 2: Questionnaire distributed to respondents for this study (Chinese) 55

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