Validation of the Korean Movement Culture Perception (KMCP) Scale Using the Rasch Model: Evidence from Korean and Chinese Populations

<ns3:p>Background This study validates the Korean Movement Culture Perception (KMCP) scale, a tool designed to assess Korea's 'Movement Culture' (e.g., K-pop dance, Taekwondo), a key element of the 'Shin Hallyu' (New Korean Wave) characterized by participatory consumption. Using the Rasch model, this study analysed the validity of the scale among 1,240 participants from Korea and China, a major market for Hallyu. Methods Participants responded to the 21-item KMCP scale, which comprises three sub-factors ('Korean attractiveness,' 'correct knowledge information,' and 'content diversification'), using a five-point Likert scale. Results The scale demonstrated high internal consistency (Cronbach’s α = .954), and all 21 items showed an adequate model fit (Infit range: 0.86–1.11), confirming its overall construct validity. However, the item-person map revealed that item difficulty was clustered in the middle, indicating a limited capacity to measure diverse perception levels. Furthermore, significant differential item functioning (DIF) was found in five items (4, 6, 7, 12, and 31) based on nationality, with three of this exhibiting cultural bias unfavourable to foreigners. Conclusions In conclusion, while the KMCP scale is a generally valid tool, the revision of culturally biased items is urgently needed to ensure cross-cultural equivalence. By improving the scale, this study will contribute to a more objective evaluation of Hallyu content's value and support the global dissemination of Korean movement culture as a health promotion tool through education.</ns3:p>