드라마의 주인공 배우, 브랜드, 소비자의 이상자아가 브랜드 구매의도에 미치는 영향: 한류 드라마를 시청하는 중국 소비자를 중심으로

The present paper is aimed at investigating how the brands used by the actors in Korean soap operas could excite Chinese consumers’ intention to purchase the brands they found in them. The results of the empirical analysis could be summed up as follows: First, the hero or heroine's ability in Korean soap operas has positive influence upon connection of Chinese consumers' ideal self with the hero or heroine. Second, encoding actor's image into the brand exercises positive impact upon the connection of ideal self and brand used by the hero or heroine actor in Korean soap operas. Third, connection of Chinese consumers' ideal self with the actors playing in Korean soap operas has positive effect upon connection of the brands used by their heroes or heroines with Chinese consumers' ideal self. Fourth, the connection of Chinese consumers' ideal self with actors has no impact upon their intent to purchase the brands. However, lastly the connection of the brands used by actors in Korean soap operas with Chinese consumers' ideal self exercises positive impact upon their intent to purchase the brands. The outcomes of this empirical study have following implications: first, in order to heighten the effect of product placement layout for brands shown by the actors in Korean soap operas, ways should be found to connect the actor's ability with consumers' ideal self; and second, efforts should be made to encode actor's image into the brands.