The Effect of Korean Country Image and Culture Contents Favor on Mongolian Customers’ Cross-border Online Purchase Intention in Korean Products

The purpose of the present study is to investigate the effect of Korean image and culture content preference on Mongolian customers. In addition, it has been investigated if the favorability of Korean culture contents had a positive effect on the national image. The Korean economy image, cultural image, national image and relational image were utilized as the dimensions of national image. A total of 229 Mongolian respondents’ questionnaires were used for the data analysis. In SPSS24.0, a reliability analysis was performed using Cronbach’s Alpha coefficient to perform multiple regression analysis to estimate questionnaire reliability and to test hypotheses. The results of this study showed that the favorability of Korean culture contents had a positive effect on the online shopping intention of Mongolian customers for Korean products. Among the selected image dimensions of the country, the economic image and the national image have a statistically positive impact on Mongolian customers’ purchase intention. However, the relationship images and the cultural images have little impact. Also, the favorability of Korean culture contents has a big influence on the image of Korea. More details will be discussed in the manuscript.