한류가 중국시장에서 전자제품 구매의도에 미치는 실증 분석

An Empirical on Electronic Devices Purchasing Intention in the Chinese Market by Korea Wave

The Korean wave(hallyu) movement has also had its fair share in arousing global interest. Data was collected from a survey of 200 respondents who are overseas students in Korea and citizens in the NeiMongol. In order to test the validity and the reliability of the data and the hypothesis. Korean Wave has much effect on customer s purchasing behavior of electronic devices and the results of the research are as follows. First, people s preference of Korean mass culture is good for Korean country image and Korean product image. Second, people s attitude at Korean country image and Korean product image is good for the consumer s purchasing behaviour of Korean electronic devices. Lastly, people s preference of Korean mass culture is good for the consumer s purchasing behaviour of Korean electronic devices.