Korean Drama Viewing and Cosmetics Purchase Intention: A Chinese Consumer Data Analysis Using Partial Least Squares Structural Equation Model

This paper investigates Korean drama viewing motivation's impact on Chinese consumers' cosmetics purchase intention using PLS-SEM with 458 valid responses.Five motivation dimensions (Cultural Curiosity, Drama Appeal, Cultural Proximity, Interpersonal Influence, Viewing Habits) were examined through two mediating variables: Korean Cultural Affinity and Korean Visitation Intention.All twelve hypotheses were significant.Cultural Curiosity demonstrated the strongest effect on Korean Cultural Affinity ( = 0.318), while Interpersonal Influence most impacted Korean Visitation Intention ( = 0.400).Notably, Korean Cultural Affinity exhibited greater influence on purchase intention ( = 0.501) than Korean Visitation Intention ( = 0.256), revealing that cultural connection supersedes travel interest in driving cosmetics consumption.The model achieved 49.5% explanatory power for purchase intention variance.This research fills a gap by identifying specific consumption mechanisms beyond general Korean Wave influence offering strategic insights for Korean cosmetics brands targeting Chinese markets.