중국소비자의 한국 이미지가 한국산 제품의 구매의도에 미치는 영향

The Influence of Korea Image on the Purchase Intention: Focused on Moderating Effect of Chinese Consumers’ Exposure to Korean Wave

The study aims to empirically analyze the impact on the purchase intention of Chinese consumers’ preference for Korean image moderated by the exposure to the Korean Wave. For this purpose, the research model employed OLS regression using SPSS 22.0 program. Total of 203 Chinese consumers were included in final analysis. Existing studies illustrated that the Korean image and the exposure to Korean Wave increase the purchase intention of foreigners based on the Halo effect of Korean Wave on Korean image. The analysis result revealed that both Korea image and exposure to Korean wave increased purchase intention. Exposure to Korean wave, however, decreased purchase intention moderated by Korean image. The result implied that the positive effect of Korean image could decline with negative attitude toward Korea wave. Hence, to encourage positive impact of Korean Wave on purchase intention of Korean products among Chinese, good image on Korea and Korean should be emphasized from the varied perspective beside Korean wave.