The Influence of K-wave on Product Purchase in the United States: The Role of Psychological Distance

The Influence of K-wave on Product Purchase in the United States: The Role of Psychological Distance

The global phenomenon of the Korean wave (“Hallyu”) has garnered significant attention worldwide, including within the United States. Despite extensive research on the Korean wave’s impact in Asian countries, a noticeable gap exists in understanding its influence on American consumers. This research seeks to bridge this gap by investigating the influence of exposure to Korean popular culture on the purchase intention of American consumers. Based on the construal-level theory and psychological distance, this study explains how exposure to Korean pop culture increases purchase intention toward Korean products in different categories. The findings support that exposure to Korean popular cultures, such as K-drama, movies, and K-pop music, reduces psychological distance, which allows consumers to feel closer to Korean pop culture. Consequently, this reduction of psychological distance translates into heightened purchase intentions toward various Korean products. This research not only expands the existing Korean wave literature but also provides significant theoretical and practical implications for business and cultural industries alike.