The Effect of Characteristics of Observational Reality Korean Wave Content on Service Users’ Advertising Acceptance Attitude through Content Immersion and Vicarious Satisfaction

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Key Points

This research aims to analyze the characteristics of Korean Wave content and their effects on advertising acceptance through emotional responses like content immersion and vicarious satisfaction.
Conducted an online survey of 251 domestic participants with experience in observational entertainment content.
Classified content characteristics into spontaneity, authenticity, entertainment, and informativeness to assess their impacts.
Utilized SPSS 25.0 and AMOS 22.0 for analysis of survey data.
Spontaneity and authenticity did not significantly impact content immersion or vicarious satisfaction.
Entertainment and informativeness positively influenced both content immersion and vicarious satisfaction.
Higher levels of vicarious satisfaction correlated with improved advertising acceptance, while content immersion negatively influenced advertising acceptance.

Examines the influence of Korean Wave content features on advertising acceptance attitudes among service users, indicating important implications.

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Lee et al. (2026) studied this question.

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