한국 드라마 만족도의 중국 내 한류 효과- 한국 휴대폰 상품 구매의도에 미치는 영향을 중심으로
Effects of Korean Drama Satisfaction on the PurchaseIntention for Korean Cellular Phones in the Chinese Market
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초록
본 연구는 중국 내 한류가 한국 휴대폰 상품의 구매의도에 미치는 영향을 한국 드라마에 대한 만 족도를 중심으로 고찰하였다. 기존 연구가 주로 일반적 시각에서 한류와 한국 상품 구매와의 직접적 관계를 고찰함에 비해 본 연구는 구체적 시각에서 직·간접적 관계를 고찰하였다. 본 연구에서 나타 난 결과를 요약하면 다음과 같다. 결과에는 한국 드라마 만족도가 한류 호감도, 한국 호감도, 한류 파생 상품 선호도에 각각 유의한 영향을 미치는 것으로 나타났으며, 한국 휴대폰 상품의 구매의도에 미치는 영향은 한계적으로 유의한 것으로 나타났다. 또한 한류 호감도가 한국 호감도 및 한류 파생 상품 선호도에 각각 유의한 영향을 미치는 것으로 나타났으며, 한국 호감도는 한국의 선진 IT 수준 인식도 및 한류 파생 상품 선호도에 각각 유의한 영향을 미치는 것으로 나타났다. 한국의 선진 IT 수준 인식도 및 한류 파생 상품 선호도는 각각 한 국 휴대폰 상품의 구매의도에 유의한 영향을 미치는 것으로 나타났다. 그러나 한국 호감도가 한국 휴 대폰 상품의 구매의도에 미치는 직접적인 영향은 나타나지 않았다.
Abstract
This study examines the impact of Hallyu(Korean wave) on the purchase intention for Korean cellular phones in the Chinese market by focusing on the effects of Korean drama satisfaction. Compared to earlier studies which investigated the direct relationship between Hallyu and the purchase intention for Korean products from a general perspective, this study explores the direct and indirect effects of Korean drama satisfaction on the purchase intention in the specific product category such as cellular phones. Results show that Korean drama satisfaction has a positive effect on the liking of Hallyu, the liking of Korea, and the preference for Hallyu-related products respectively. On the other hand it has a marginally positive effect on the purchase intention for Korean cellular phones. It is also found that the liking of Hallyu leads to the preference for Hallyu-related products, as well as the liking of Korea which improves the two constructs of the awareness of Korea's advanced IT levels and the preference for Hallyu-related products respectively. These two, in turn, enhance independently the purchase intention for Korean cellular phones. However, the relationship between the liking of Korea and the purchase intention for Korean cellular phones is not found in this study
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