The global prominence of K-content, exemplified by the success of titles like Squid Game and Parasite, underscores the critical role of ambiguous titles in capturing audience interest. Such titles pique curiosity by concealing key plot details, serving as a powerful bridge across linguistic and cultural barriers in the global entertainment landscape. This study investigates the nuanced effects of title ambiguity, contrasting its impact with clear, straightforward titles, and examines the moderating role of individual entrepreneurial orientation. Specifically, the study empirically examines how ambiguity in K-content titles influences consumer attitudes and viewing intentions, with individual entrepreneurial orientation as a moderating variable. Experimental findings reveal that individuals with high entrepreneurial orientation respond more favorably to ambiguous titles, while those with low entrepreneurial orientation prefer clear titles. This study makes a pioneering contribution to marketing theory by exploring individual entrepreneurial orientation?a construct traditionally studied in organizational and entrepreneurial contexts?as a critical moderator in the realm of content consumption. By demonstrating how individual entrepreneurial orientation influences consumer responses ...