The Korean Wave refers to the love of South Korean cultural products. People all over the world widely consumed Korean cultural goods by contents of Korean Wave. Particularly, in 1992, there were a severance of diplomatic relations between Taiwan and Korea. Nevertheless, their economic exchanges have been steadily expanding. The Korean wave is growing, indicating huge popularity, although the sales of the related products are still in the initial stage in the Taiwan.
The purpose of this paper is to review the Korean Wave and mention of different variables that influence the consumer purchase intention and investigate the relationship of variables and Taiwanese consumer purchase intention based on the Korean Wave.
The data is collected 295 copies of questionnaires were retrieved for analysis in terms of 310 randomly selected people in Taiwan. The collected data were analyzed utilizing statistics software SPSS 18.0. The results of questionnaire analysis showed that three variables of contents composed.
The Korean Wave giving statistically significant influences on the Korea country image and Korea brand image. They are giving statistically significant influences on the Taiwanese consumers' intention of purchasing Korean products.
Finally, Korean Wave giving statistically direct influences on the Taiwanese consumers' intention of purchasing Korean products. Further in-depth researches in the future based on the founding drawn from this study can suggest more effective marketing strategies for Korean products in the Taiwan market
