심리적 거리가 한류 선호도와 한국 국가이미지에 미치는 영향
Psychic Distance and Its Relations with Korean Wave and Korean Image
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초록
본 연구는 국제경영학 분야의 국가 간의 차이를 설명하는 대표적인 이론인 심리적 거리 이론을 통해 한류 및 한국의 국가이미지가의 국가별 차이를 설명하고자하는 실증적 연구이다. 특히 본 연구에서는 심리적 거리를 문화적 거리, 지리적 거리 그리고 경제적 거리로 조작화하였다. 결과 변수인 한류 선호도와 한국 이미지에 대한 인식을 파악하기 위한 연구 표본은 대한무역투자진흥공사 (KOTRA)의설문조사로 수집된 자료를 이용하였다. 한편 심리적 거리에 대한 자료는 다양한 2차 자료를 활용하여 수집하였다. 실증 분석 결과, 문화적 거리는 국가별 한국 이미지의 차이를, 그리고 지리적 거리는 국가별 한류 선호도의 차이를 설명하는 데 유용한 지표로 나타났다. 한편, 경제적 거리는 기존 이론과는 달리 경제적 거리가 클수록 한류와 한국 이미지에대해 호의적으로 평가하는 것으로 발견되었다. 이상의 결과는 심리적 거리 이론이 한류와 한국의 국가이미지의 국가별 차이를 설명하는 데에 부분적으로 유용한 이론임을 시사해준다. 마지막으로 학술적 그리고 정책적 시사점이 논의된다.
Abstract
This study is designed to empirically investigate the antecedents of cross-country differences in Korean wave and Korean country image with the psychic distance theory. As the antecedents, we draw various factors related to psychic distance with Korea. Specifically, we operationalized the psychic distance with various measures related to cultural, geographic, and economic distance from secondary data sources. As for the measurements of Korean wave and country image, we utilized survey data collected by Korean Trade and Investment Promotion Agency. Our findings show that cultural distance was a good predictor for differences in Korean wave across countries and geographic distance was for cross-country differences in Korean country image. As for the economic distance, in contrast to our expectation we found that Korean wave and country image were more favorable in countries with large distance from Korea. Overall, our findings suggest that the psychic distance theory may be still partially valuable in explaining country differences in Korean wave and country image. Finally academic and policy implications are discussed.
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