한류가 한국 국가이미지와 제품이미지에 미치는 영향 분석

The Effect of Korean Image and Product Image on Chinese Customer Purchase Intention in the Wake of the Korean Wave

Korean wave (Hallyu) continues to develop in the global culture market. The study examines the effect of Korean image and product image caused by the Korean Wave. Specifically, this study tries to investigate how effective Korean Image and product image are on the purchase intention of Chinese customers. A survey of chinese customers was conducted from April 5 to December 2014. Analytical tools used included reliability test, exploratory factor analysis and multiple regression. Findings revealed that the Korean Wave has much effect on Chinese customers’ intention to purchase Korean products as a result of their perceived Korean image and product image. This study points out that Korean image is not affected by the movie or drama factor. However, Korean image is supported by K-Pop(music) and Korean Wave stars since it was determined that movie and drama, K-pop(music) and Korean stars showed influence in building Korean product image. Lastly, Korean image and Korean product image have positive effects on the purchasing intention of Chinese customers.