미국 국가지도자의 공신력과 국가평판, 제품에 대한 태도의 관계: 오바마 대통령에 대한 한국인과 중국인의 인식 비교
The Relationship of Political Leader‘s Credibility, Country Reputation and Attitude toward Product: A Comparison of Korean and Chinese Attitudes toward Barack Obama
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본 연구는 미국 국가지도자의 공신력credibility)이 국가평판(country reputation)과 제품에 대한 태도에 어떠한 영향을 미치는지를 한국인과 중국인을 대상으로 비교 분석한 것이다. 연구결과, 국가평판에 있어서는 한국인과 중국인 모두 미국 국가지도자에 대한 실험자극물 제시 이전과 이후 간에 차이가 나타나지 않았으나, 제품태도는 한국인과 중국인 모두 사전보다 사후가 통계적으로 유의미하게 낮은 것으로 나타났다. 미국의 국가지도자에 대한 실험자극물 제시 이후에 미국 국가지도자의 공신력과 국가평판은 한국인이 중국인보다 높게 나타났으나, 제품태도는 한국인과 중국인 간 유의미한 차이가 나타나지 않았다. 또한 미국 국가지도자의 공신력에 따른 국가평판의 관계에서 한국인 응답자가 중국인 응답자보다 강한 상관관계를 나타내고 있었다. 본 연구는 미국을 비롯한 자본주의 경제대국의 국가지도자들이 자국의 국가평판에 긍정적인 영향을 미치기 위해서는 사회체제가 상이한 국가를 대상으로 하는 경우, 그에 걸 맞는 새로운 국가지도자 이미지전략을 구상할 필요가 있음을 제시하고 있다. 그 이외에 다양한 학술적 실무적 관점들이 논의되었다.
Abstract
This study measures three dependent variables(leader's credibility, country reputation and attitude toward product) by comparing Korean perceptions of US political leaders with Chinese perceptions of US political leaders, which effectively represent capitalist and socialist hemispheres respectively. The results showed that there were not meaningful difference between Chinese and Korean regarding country reputation regardless of national political leader of USA. But in case of attitude towards product, there were different result comparing to country reputation, that is to say, post result statistically decreased in both cases of Korean and Chinese respondents. Comparing Chinese and Korean respondents about leader's credibility and country reputation, the result showed that Korean was higher than Chines, but there were no difference about attitude toward product between Korean and Chines. Regarding correlation between leader's credibility and country reputation, Korean was higher than Chinese respondents. This research implies that it is necessary for national leader to set up new strategy for improving country reputation in terms of leader's image management. Other practical and theoretical indications and suggestions were addressed.
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