This study aims to explore, based on Hofstede’s cultural dimensions theory, the cultural factors that influence the consumption behaviour intention of Chinese K-drama fans. The specific research question is: how, and to what extent, do different cultural dimensions (power distance, collectivism, femininity, uncertainty avoidance, long-term orientation, and indulgence) affect the consumption behaviour intention of Chinese K-drama fans? The research applied a quantitative approach. A standardised questionnaire was used to obtain the data. A snowball sampling method was implemented, where K-drama fans from the 18 to 39 age group in northern China were the target group. Six cultural dimensions were used as predictor variables, while consumption behaviour intention was the outcome variable. For the research, a structural equation model (SEM) was developed in order to test the proposed correlations and to examine path effects between cultural values and consumption intention. The findings of the study indicate that Chinese K-drama fans' consumption behaviour intentions are positively influenced by all six cultural dimensions. The fit of the overall model was acceptable, showing empirical support for the reliability and predictive validity of the theoretical framework. This study helps to understand Chinese K-drama fans’ cultural consumption behaviour intention from a cross-cultural view, extends Hofstede’s theory in popular culture research, and gives practical value for marketing, fan economy, and cross-cultural strategy. Keywords: K-drama fans, consumption behaviour intention, cultural dimensions, Hofstede’s theory, structural equation modelling.
Zhang et al. (Tue,) studied this question.