한류 콘텐츠 이용자의 심리적 거리가 K-food 태도 및 수용의도에 미치는 영향

The Effect of the Psychological Distance of Korean Wave Content Users on the Attitude and Acceptance Intention of K-food: Focusing on Four Countries

Purpose - In order to increase the product power and national competitiveness beyond the cultural phenomenon that is constantly evolving, we want to find out the acceptability and development potential of K-food in agreement with psychological distance by linking Korean Wave with K-food. Therefore, the purpose of this study is to investigate the impact of psychological distance of foreigners using Korean Wave content on the attitude to K-food and the willingness to accept K-food in four countries. Design/Methodology/Approach - This study verifies the mediating effect of K-food attitude in the relationship between psychological distance and K-food acceptability. A survey was conducted on users of Korean Wave content from four countries (e.g.,UAE, USA, Brazil, England) and 400 valid samples were collected. Findings - First, both the cultural and social distances that make up the psychological distance had a positive influence on K-food attitude. Second, K-food attitude had a positive effect on the intention to accept K-food. Third, the cultural distance among psychological distance sub-factors had a positive effect on the intention of accepting K-food, but social distance had no significant effect on the intention of accepting K-food. Research Implications - According to our research results, we should recognize the importance of psychological distance in order to strengthen our attitude toward K-food and enhance its acceptability. By reducing cultural and social distances, K-food acceptability and development potential is increased.