Results and Discussions

Reliability

The reliability of a questionnaire is a method of measuring the quality of the measurement

approach used to gather data. To consider a result legitimate and valid, the measurement
procedure first should be reliable. Cronbach's alpha estimates the internal consistency or
reliability of the items forming variables in a questionnaire. The alpha coefficient has a value
ranging from 0 to 1.

Hence, the Cronbach's Alpha values derived from SPSS calculations were used to conduct
the reliability test for this study. According to Pallant (2001), an Alpha Cronbach's alpha
value greater than 0.6 is regarded a high reliability and acceptable score. The Cronbach Alpha
scores for all the variables constructed are given in the Table 1.
Table 1

Reliability Statistics

Variable Cronbach's Alpha No. of Items

0.922 32
All (overall reliability)
0.908 4
Purchase intention of Korean cosmetics
0.893 4
Purchase intention of Korean Food products
0.773 3
Attractiveness of the Korean culture and Korean wave
0.839 4

K-pop and K-Dramas Viewing habits and Attractiveness

0.775 4
Celebrity attractiveness and endorsements’
0.751 3
Product Quality
0.803 3
Product Price
0.814 4
Social Influence

Country of Origin Image 0.770 3

The Cronbach’s alpha values for overall all the variables and the individual variables (both
dependent and independent) observed from the above table are significantly greater than 0.6,
and thus all the variables constructed for the analysis are highly reliable qualified for future
analysing.

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Appendix

Variable constructs and questionnaire items for each:

Variable Statement items in the questionnaire

You willingly buy Korean cosmetics and skincare

products frequently.
You prefer Korean cosmetics and skincare products
Purchase Intention of Korean skincare/cosmetics. over other alternatives.
You enjoy using Korean cosmetics and skincare
products.
You intend to buy Korean cosmetics and skincare
products even in the future.

You willingly buy Korean food products and snacks

frequently.
Purchase Intention of Korean food products and You prefer Korean food products and snacks over
snacks. other alternatives.
You enjoy consuming Korean food and snacks.
You intend to buy Korean food and snacks even in the
future.

You are attracted to the uniqueness of the Korean

culture in terms of its food, fashion, K-dramas, K-pop,
etc.
Attractiveness of the Korean culture and Korean You are a consumer of Korean entertainment content
wave. involving K-pop, K-dramas, Korean movies, and
reality shows.
Korean culture is in contrast with the Indian culture
and so you like to learn more about the Korean
culture. (In terms of their people, their daily lives,
their food, fashion, etc.)

You willingly watch K-dramas, movies and listen to

K-pop music frequently.
You love to watch K-dramas because they’re
K-pop and K-Dramas Viewing habits and interesting, expressive, and different.
Attractiveness You love K-pop because the music is unique,
addictive and is accompanied by good quality dance
performances.
Presence of Korean snacks and Beauty products in
these Korean shows and videos make you want to
consume/try them too.

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 You find Korean celebrities attractive and have
favourites.
You are aware of Korean celebrities becoming brand
ambassadors by endorsing a Korean product.
Celebrity attractiveness and endorsements. Your favourite Korean celebrities can have an
influence on you to buy a product.
You want to be able to relate with your favourite
Korean celebrities and use similar products like them.
During purchase, you pay special attention to the
quality of Korean products.
You pay attention to the ingredients of the Korean
Product Quality products.
Your expectations from the Korean products are
fulfilled after product usage.

During purchase, you pay special attention to the price

of Korean products.
You buy Korean products because they’re reasonable
Product Price and affordable.
Korean products have prices similar to other
alternative brands.

Your friends, family and acquaintances easily

influence your buying decisions.
You purchase Korean products on your friends/
family’s recommendation.
Social Influence You purchase Korean products because a lot of people
around you buy them (especially on social media).
You purchase Korean products because of
advertisements.

You believe South Korea is a developed country

producing good quality products.
You attach value to all ‘Made in Korea’ products.
Country of Origin Image
You prefer Korean products because you like the
country and its culture, food, and entertainment.

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