The study investigated the effects of Korean cultural products – namely drama,
popular music, and celebrity – on Malaysian metrosexuals’ attitudes to Korean
grooming products and also their consumption behaviour. In this study, we
developed a conceptual model depicting the relationships of critical variables
deduced from the Cultural Diamond Model and the Theory of Reasoned Action
(TRA). Acknowledging the influential role of media exposure in these
relationships, we treated visual media consumption as a moderating variable.
The effects were expected to vary according to the level of exposure to the
Korean Wave from multiple visual media platforms. We conducted a multigroup structural equation modelled on data from an online survey of 205
Malaysian metrosexuals with low (N=57) and high (N=148) consumption rates of
Korean Wave material. The results show that Korean cultural products, except
popular music, significantly predict metrosexual grooming attitudes and
behaviour. The study also found that high visual media consumption of Korean
celebrity news contributes to favourable attitudes to and use of Korean grooming
products. The research suggests that globally, metrosexuals might serve as the
pioneers of an expanded market for the Korean grooming culture.