%0 Journal Article
%T Korean TV Soap Operas in Taiwan: An Investigation of Consumers¡¯ Clothing Purchase Behavior
%A Hsiu-Ju Hsu
%J International Journal of Marketing Studies
%D 2012
%I 
%R 10.5539/ijms.v4n3p16
%X In a recent trend, Korean TV soap operas have become extremely popular in Taiwan. This article examines the relationship between Taiwanese female undergraduates¡¯ favorite Korean TV soap operas and their clothing purchase behavior. A survey was conducted via written questionnaires, from which 937 were obtained for analysis. The data were analyzed using factor analysis, ANOVA, and t-test. The results revealed that different degrees of viewing frequency, involvement, and recall of favorite Korean TV soap operas make a significant difference in clothing purchase behavior with regard to such factors as attention, viewing motivations, purchasing motivations, and different stages of clothing consumption.
%U http://www.ccsenet.org/journal/index.php/ijms/article/view/14999