Exploring the Effect of Comprehensibility in K-content Titles on Behavioral Intention: A Need for Cognition Perspective

Exploring the Effect of Comprehensibility in K-content Titles on Behavioral Intention: A Need for Cognition Perspective

This study empirically explores the impact of the comprehensibility of K-content titles on consumer evaluation. The specific objective of the research is as follows: to analyze the influence of the comprehensibility level of K-content titles on behavioral intentions (intention to watch). More specifically, this study aims to verify whether the patterns of influence of comprehensibility levels of K-content titles on consumer evaluations differ based on need for cognition(NFC) levels. The experimental results revealed differences in intention to watch K-movies depending on cognitive needs levels. In other words, viewers with lower need for cognition have higher viewing intentions towards movies with titles that are more comprehensible compared to those with less comprehensible titles. On the other hand, viewers with higher need for cognition have higher viewing intentions towards movies with less comprehensible titles compared to those with more comprehensible titles. Prior research has primarily focused on consumer responses to the comprehensibility of key messages or information within the field of communication. In this regard, by applying the concept of comprehensibility to the titles of K-Contents, this research strengthens the theoretical foundation concerning the effectiveness of message delivery and consumer response, while also deepening the understanding of global marketing strategies for K-Contents. In terms of practical implications, it emphasizes to K-Content creators and marketers that the comprehensibility of titles significantly influences consumer interest and viewing intentions. This offers critical guidance in the selection of titles and formulation of marketing strategies for K-Contents. Furthermore, optimizing content titles for a global audience with diverse cognitive needs can contribute to the successful international spread of K-Contents. Therefore, by comprehensively understanding the impact of K-Content titles on consumer evaluations, this study is expected to make significant contributions both academically and practically.