We can see that it is inevitable to study the preference and interest of Chinese consumers for the greater development and success of Korean film in Chinese market and that the quantity demanded for Korean film industry in the market is gradually increasing. Besides that, studies on Korean film industry, expansion core in the Chinese market and factors of film properties has to be done since Chinese film industry is rapidly increasing.
The study is to investigate the relationship between individuals and social factors, attitude and their intention of watching Korean movies focused on the Chinese consumers using survey data (544 respondents). The empirical results and implications from the study are as follows. First, the factors that may affect Korean movie viewers' consuming attitude were cinematic quality, audience' response, fame of the artist, intimacy degree of Korean culture and adaptation motives, Indicating that the factors have positive effects on the attitude The standard coefficient of adaptation motives to comply certain reference group was the highest among them. The adaptation motives is known as one of the social factors which means that movie company has to explore to establish diverse publicity strategies by understanding of consumers' social factors. Second, the biggest factors for choosing Korean film were the synopsis and genre. Romance/melodramatic and comedy were found to be the most preferred genre from Korean films. Finally, the result of research on acceptance channel of Korean culture was as follows: Consumers accept Korean culture mostly through the Internet. The study proposes some policy implications based on the results of the study and some limitations of the study.