Vliv Hallyu Wave na spotřební chování v České republice

This thesis explores the influence of the South Korean cultural wave – the Hallyu Wave on the consumer behavior of Czech consumers. The Hallyu Wave, which includes K-pop, K-dramas, and South Korean celebrities active in this field, among others, has significantly expanded into regions outside of Asia in recent years. It has thus become a global phenomenon, influencing perceptions of South Korea and consumer behavior across countries. While numerous studies on this influence already exist in international literature, similar research is still lacking in the Czech academic context. The thesis is divided into five chapters. The theoretical part first discusses the phenomenon itself in theoretical terms and then examines its presence within the Czech context. The third chapter focuses on consumer behavior in relation to Hallyu and presents an overview of existing knowledge from abroad. The fourth chapter outlines the chosen research methodology. The final chapter is dedicated to the analysis of the results, aiming to determine whether and how Hallyu influences the frequency of Korean product purchases among Czech consumers.