외국인의 한국어 능력이 한류 콘텐츠 이용 및 지출에 미치는 영향: 이부 모형을 이용한 실증분석

초록

the usage and expenditure of Hallyu (Korean Wave) content by applying a two-part model. Design/methodology/approach - Using data from the 2025 Overseas Hallyu Survey, which covers 26,400 respondents across 28 countries, the analysis accounts for the zero-inflated and semi-continuous nature of cultural consumption data by separately estimating participation (usage) and intensity (expenditure). Findings - The results indicate that individuals proficient in Korean consume Hallyu content at rates approximately 7.8–11.4 percentage points higher than non-proficient individuals, and spend an additional 4.0–12.3 USD per month on average. Based on these findings, Hallyu content can be categorized into three types: (1) Entry-Sensitive, such as publications, variety shows, and webtoons, where linguistic comprehension is a prerequisite for participation; (2) Quantity-Intensive, such as music and games, which have low entry barriers but show sharp increases in frequency and immersion with higher language proficiency; and (3) Consumption-Triggering, such as fashion, beauty, and food, where participation and intensity effects combine to maximize actual expenditure. Research implications or Originality - By demonstrating that language proficiency operates differently at the stages of entry and deepening of cultural consumption, this study provides empirical evidence for the formulation of tailored language-linked strategies in the global expansion of Hallyu.

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