The Impact of Hallyu 4.0 and Social Media on Korean Products Purchase Decision of Generation C in Vietnam

This study developed and tested the impact of Hallyu 4.0, social media, and consumer ethnocentrism on the decision to purchase Korean products of Generation C in Vietnam. Mixed method such as qualitative and quantitative were applied. The conceptual model was tested and developed using data collected by questionnaire from a sample of 575 respondents by both electronic and paper with non-probability and convenience sampling techniques. SPSS 20 and AMOS 20 software were employed to analyze the data collected. The results showed that Hallyu 4.0, social media, and consumer ethnocentrism influenced the subjective norms, trust, attitude and affected behavioral intention and purchase decision. Hallyu 4.0 strongly impacted trust with the path coefficient-related=0.423. Social media influenced not only trust but also subjective norms with the path coefficient-related=0.646. Following measurement items development, ten hypotheses were tested, nine hypotheses were supported, and one was rejected.