From Cultural Engagement to Consumption: How Hallyu Shapes the Purchase Behavior in Czechia

This study examines the relationship between the Hallyu wave and self-reported purchasing behavior among Hallyu-engaged consumers in Czechia, focusing on respondents’ reported frequency of purchasing South Korean products. Data were collected through an online CAWI survey of 408 respondents using a pilot-tested questionnaire targeting consumers familiar with or engaged in K-pop, K-dramas, and South Korean products. Chi-square tests show positive associations between engagement with K-pop and K-dramas and reported purchase frequency, while the bivariate association with South Korean celebrities is weaker. Ordinal logistic regression indicates that K-pop, South Korean celebrities, and product availability are significantly associated with a higher reported purchase-frequency category, whereas K-dramas were not significant in the multivariate model. By examining reported purchase frequency rather than purchase intention, the study addresses a gap in European Hallyu research. The purposively recruited sample is not representative of Hallyu-engaged consumers in Czechia generally; the findings apply specifically to the Hallyu-engaged consumer segment studied. The results provide practical insights for marketers concerning cultural content, celebrities, and distribution strategies in European markets.