3.4 Analysis on the Postive Effects of Korean Wave on Students’ Consuming Behavior 14

3.5 Analysis on the Negative Effects of Korean Wave on Students’ Consuming Behavior 15

Chapter Four Conclusion 17

4.1 The Results of the Research 17

4.2 Suggestions on Students’ Consuming Behavior 17

4.3 Limitations of the Current Research 18

Reference 20

Appendix 22 

The Impact of Korean Wave on University Students’ Consuming Behavior –Based on Jiangsu Normal University

Chapter One Introduction

Since the 1990s, "Korean wave" has spread into China and become popular in China, and then Korean clothing, cosmetics and others have been chased by Chinese young people. Since university students are the main force in the young consumer groups, we can say that "Korean wave" has a huge impact on university students' consumption behavior. Besides, culture is an important factor to affect values, and values can guide consuming behavior. Therefore, making an analysis on the impact is very important and necessary. This thesis will focus on Jiangsu Normal University students’ consuming behavior related to Korean wave and put forward some feasible proposals for students’ consuming behavior.

1.1 Literature Review

Researches on consumer behavior have been a long time. Consumer behavior is defined as the behavior that consumers display in searching for, purchasing, using, evaluating and disposing of products and services that they expect will satisfy their needs. Consumer behavior can be pided into two parts. One is consumer purchase decision-making process. Purchase decision-making process is previous psychological activity and behavioral tendencies before the use or disposal of products, which is the process of the formation of consumer attitudes. The other is consumer’s action. It is a practice of purchase decision-making process.  In real life, the two parts penetrate and influence each other, constituting the complete process of consumer behavior.

In 1936, John Maynard Keynes first put forward the concept of consumption function. He believed that consumption expenditure was decided by disposal income presently. In 1957, Friedman came up with Permanent Income Hypothesis. He held the idea that consumers’ level of consumption depended on their permanent income. That is to say, consumers’ expectation for future income would affect their current consumption expenditure. Since the 1990s, research perspectives have become perse. Foreign scholars have emphasized on consumers’ needs, motivations and other factors. In 2010, Chinese scholar Ning Liang pointed out that consumer psychology was complicated and logical. Another scholar Jihong Wu, in 2014, underlined that packaging had a huge influence on consumers’ decision-making process. In summary, domestic and foreign scholars have yielded fruitful results. .源^自·吹冰~文~论`文]网[www.chuibin.com

As for Korean wave, domestic and foreign scholars’ analysis of Korean wave has also been a long time, which is due to its great influence. The Korean Wave—literally meaning 'flow of Korea'—is a neologism referring to the increase in global popularity of South Korean culture since the 1990s.  Searching “Korean wave” on CNKI.net, there are 18,118 theses until now.

Chinese scholar Xiao (2011) expressed his view that Korean was not so elegant, but it indeed brought economic growth. Also in 2011, Wang analyzed the reason why Korean wave became a hot issue in China from the aspect of culture: Korean culture and Chinese culture are both affected by Confucianism. And Dong (2014) thought that it was not so important to concern for the lifetime of Korean wave, but it was significant to pay attention to the communication between Chinese culture and Korean culture. Foreign scholar Lisa M. Chuang and Hye Eun Lee, in 2013, expressed the idea that the influence of sex, affective dispositions, empathy, open-mindedness, and past exposure to Korean culture on audience enjoyment could be measured. In conclusion, domestic scholars did more researches on Korean wave than foreign scholars and Korean wave has a deeper influence on Chinese than foreigners.