Determinants of Consumption Behaviour Intention Among Chinese K-Drama Fans: An Integration of the Theory of Planned Behaviour and Cultural Dimensions

Abstract

This study draws on the Theory of Planned Behaviour and Hofstede's Cultural Dimensions Theory, which examine the factors influencing the consumption behaviour intention of Chinese K-drama fans. It focuses on psychological and cultural factors in decision-making, including behavioural attitude, subjective norm, perceived behavioural control, and cultural dimensions like collectivism, femininity, and uncertainty avoidance. The researcher designed and implemented a quantitative research approach. The data were gathered via a questionnaire utilising snowball sampling. The demographic segment chosen for the study was K-drama fans aged between 18 and 39 in North China. The research model included six independent variables, with “consumption behaviour intention” as the dependent variable. Structural Equation Modelling (SEM) was used to test the hypotheses and analyse the paths. The results show that behavioural attitude, subjective norm, and perceived behavioural control all have a significant positive effect on consumption behaviour intention. Cultural dimensions such as collectivism, femininity, and uncertainty avoidance also have a positive influence. This study combines the Theory of Planned Behaviour and Cultural Dimensions Theory to examine the consumption behaviour intention of Chinese K-drama fans. It contributes to fan studies and cross-cultural consumer research, offering practical ideas for promoting and marketing cultural products.