This paper examined the effects of Korean wave on the country image focusing on the mediation effects of multicultural acceptance. The emotional and behavior involvement were used as proxy for the Korean wave. The political, economical, and sociocultural image were used as proxy for the country image. And also the relationship capability and openness were used as proxy for the multicultural acceptance. Based on the analysis of four-hundred cases, the following results were found. First, multicultural acceptance wave has a notable mediation effect in the relationship between the Korean wave and country image. Second, multicultural acceptance wave has a notable partial mediation effect in the relationship between the Korean wave and country image. Finally, multicultural acceptance wave has a notable complete mediation effect in the relationship between the Korean wave and country image.
Abstract
Ⅰ. 서론
Ⅱ. 한류와 국가이미지에 대한 이론적 고찰
Ⅲ. 연구조사방법
Ⅳ. 설증분석결과
Ⅴ. 결론
참고문헌
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