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日本における韓国大衆文化の受容が消費者行動に及ぼす影響‒消費者自民族中心主義の調整効果に着目して‒

Analysis of the impact of Korean popular culture on Japanese consumer behavior-The moderating effect of consumer ethnocentrism-

강경수
한국일본근대학회 (The Japanese Modern Association Of Korea)|2023.02|일본근대학연구 (The Japanese Modern Association of Korea)|제79호|pp. 203-228|DOI 10.16979/jmak..79.202302.203

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참고문헌

키워드

Purchase IntentionCountry ImageVisit IntentionConsumer Ethnocentrism韓国大衆文化国のイメージ韓国産製品への態度購買意向訪問意向消費者自民族中心主義Korean Pop CultureAttitudes toward Korean Products

초록

本研究は、日本における韓国大衆文化(K-Culture)の受容が韓国のイメージと韓国産製品への態度を通じて購買意向と訪問意向に及ぼす影響を検討した。併せて、消費者自民族中心主義に着目し、消費者個人の特性がK-Cultureの受容に及ぼす影響も検討した。大学生175名を対象とした質問票調査データを用いて検証を試みた。その結果、K-Cultureの受容が韓国のイメージと韓国産製品への態度を介して行動意向にポジティブな影響をもたらすことが明らかになった。さらに、「K-Culture→韓国産製品への態度→訪問意向」というパスを除いて、韓国のイメージと韓国産製品への態度が消費者の行動意向を促す間接効果も確認できた。ただし、自民族中心主義の調整効果は認められなかった。こうした結果は、既存の見解を深化させる一方で、日本におけるK-Cultureの受容と消費者自民族中心主義に新たな知見を加えるものであった。最後に主要な論点ごとに考察を加え、今後の研究課題を示した。

Abstract

This research examined the influence that the acceptance of K-Culture in Japan has on purchase intention and visit intention, through the projected image of Korea and attitudes towards Korean products. In addition, it explored consumer ethnocentrism, analyzing the effects that the characteristics of individual consumers have on the acceptance of K-Culture. It investigated the issue through a questionnaire distributed to 175 university students. The results indicated that the acceptance of K-Culture provided a positive influence on behavioral intention via the image of Korea and the attitude towards Korean products. Moreover, setting aside the path “K-Culture → attitudes towards Korean products → visit intention”, it confirmed the indirect effect that the image of Korea and the attitude towards Korean products has of encouraging the behavioral intention of consumers. However, a regulatory effect on ethnocentrism was not observed. The results added new information about both the acceptance of K-Culture in Japan and consumer ethnocentrism, while deepening established conclusions. Finally, the study included examinations of each major discussion point, suggesting further avenues for research.

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