Impact of K-Contents on Malaysian Purchase Intention toward Korean Food Products

Purpose - The purpose of this paper is to explore how familiarity with K-content affects Malaysian intention to purchase Korean food products. Additionally, it investigates the influence of Korea’s country image and attitudes toward Korean food products on these purchasing intentions. Design/Methodology/Approach - This study utilizes an empirical approach, conducting a survey with 274 Malaysians. The analysis examines the relationships between familiarity with K-content, perception of Korea’s country image, attitudes toward Korean food products, and purchase intentions. The survey data were collected via online questionnaires. Findings - The results demonstrate that familiarity with K-contents significantly positively impacts Malaysian perceptions of Korea’s country image and attitudes toward Korean food products. These perceptions and attitudes, in turn, significantly influence intention to purchase Korean food products. The study also finds that the influence of familiarity with K-content on purchase intention is both direct and indirect, mediated through improved perceptions of Korea’s country image and favorable attitudes towards Korean food products. Research Implications - This study highlights the importance of producing and distributing high-quality K-content to enhance Korea’s image and positively influence consumer behavior. The findings provide valuable insights for marketers and stakeholders in leveraging the halo effect and country image to boost consumer preference and loyalty. Additionally, addressing the limitations identified in this study could lead to more precise and actionable strategic recommendations for future research and marketing efforts.