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An Empirical Study of Cultural Halo Effects of Korea Wave in China
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중국내 한류의 유형별 문화 후광효과에 관한 실증적 접근

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Type
Academic journal
Author
Yoon, Sung-joon (경기대학교) Yang, Rui (경기대학교) Han, Hee-eun (경기대학교)
Journal
Korean Society of Culture Industry Journal of Korea Culture Industry Vol.13 No.1 KCI Accredited Journals
Published
2013.3
Pages
23 - 34 (12page)

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An Empirical Study of Cultural Halo Effects of Korea Wave in China
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Abstract· Keywords

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This study attempts to verify the relationships among the attitude towards Korean culture, Korean national image, and intention to purchase Korean products as perceived by Chinese consumers. The major objective of this study is to empirically confirm the concept of cultural halo effect by investigating the effects of attitude towards Korean culture classified into drama, food, and K-Pop on national image of Korea and purchase intention toward Korean products. Specifically, the study has three objectives; First, it seeks to substantiate the effects of Chinese consumers’ personal characteristics (cultural and psychological distance) on attitude toward Korean culture and Korean national image. Second, it verifies whether attitude toward Korean culture has direct impact on product purchase intention, thus creating direct cultural halo effect. Third, it confirms whether attitude toward Korean culture affects Korean product’s purchase intention through Korea’s national image, thus creating indirect cultural halo effect.
The result suggests that Chinese consumers’ cultural as well as psychological distance had different impact on attitude toward culture and national image. Psychological distance had impact on attitude towards Korean food, K-pop, and drama and national image, whereas ethnocentricism, which operationally defined cultural distance, had impact on attitude toward drama, while cosmopolitanism had impact on attitude toward food and national image. Also, attitudes toward Korean food and K-pop were found to affect product purchase intention, but not Korean drama. Finally, the national image was found to mediate the effect of attitude toward Korean food on product purchase intention. The study result confirmed the presence of halo effects based on national culture through the relationships among impact of culture, national image, and product purchase intention. In addition, the study is significant in that it confirmed the differences due to the kind of national culture in direct and indirect impact of culture-specific halo effect.
#한류 #문화후광 #국가이미지 #심리적 거리감 #문화적 거리감 #Korea Wave #cultural halo effects #national image #cultural distance #psychological distance

Contents

I. 서론
II. 이론적 배경 및 연구가설
III. 연구 방법론
IV. 실증분석
V. 결론
참고문헌
Abstract

References (32)

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1. [학술지(정기간행물)] - 강동균 / 2006 / 한류스타: 한국산 제품의 소비심리에 미친 영향과 정보발신인 효과에 관한 연구 / 상품학연구 24 (3) : 178 ~ 199 dbpia 2. [학술지(정기간행물)] - 김유경 / 2007 / 국가 브랜드 개성의 차원에 관한 연구 / 광고연구 (75) : 89 ~ 119 dbpia 3. [학술지(정기간행물)] - 김정수 / 2002 / ‘한류’(韓流) 현상의 문화산업정책적 함의- 우리 나라 문화산업의 해외진출과 정부의 정책지원 - / 한국정책학회보 11 (4) : 1 ~ 22 dbpia 4. [학위논문] - 임현원 / 2008 / 외식산업의 대중문화후광에 따른 브랜드태도에 관한 연구 : 기능적 상징적 외식브랜드 중심으로 / 석사 / 한국외국어대학교 경영대학원 google schola 5. [학술지(정기간행물)] - 안소현 / 1997 / 외국 상표의류에 대한 소비자 쇼핑성향 연구(제2보) : 의복관여, 자민족중심주의, 원산지 효과와의 관련을 중심으로 / 한국의류학회지 21 (4) : 699 ~ 709 dbpia

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