국가지도자의 공신력(Credibility)이 국가평판(Reputation)에 미치는 영향 -한국 국가지도자에 대한 중국인의 태도를 중심으로-
The Effect of National Leader’s Credibility on National Reputation - Chinese attitudes toward Korean political leaders
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초록
본 연구는 중국인들에게 비추어진 대한민국 국가지도자가 대한민국의 국가평판에 미치는 영향을 지도자의 공신력(credibility)변인으로 검증하고자 하였다. 연구결과, 국가지도자를 등장시킨 국가평판이 국가지도자를 등장시키지 않은 국가평판보다 국가평판의 리더십 요인에서는 유의미한 차이로 높게 나타났으나, 국가평판의 물리적 요인과 국가의 제품태도와 구매의도에서는유의미한 차이를 보이지 않았다. 이는 기존 커뮤니케이션 분야에서 검증되어 온, 조직이나 기업의 리더가 조직과 기업의 다양한 측면에서 긍정적인 영향을 미친다는 유사한 연구결과들과 비교해 볼 때, 국가지도자의 국가평판 영향력에 대한 본 연구결과는 기존연구들보다 낮은 것으로나타났다. 본 연구에서 선정한 2명의 한국 국가지도자에 대한 공신력 비교에서 박근혜 대통령이이명박 직전 대통령보다 통계적으로 유의미한 수준에서 높게 나타났다. 대한민국의 현직 대통령과 전직 대통령이 여성과 남성인 점을 고려하여, 2명의 국가지도자와 조사응답자 남녀성별에대한 다중분산분석을 실행한 결과, 국가평판과 제품태도, 그리고 구매의도에서 통계적으로 유의미한 상호작용효과가 나타났다. 즉 여성응답자의 경우 박근혜 현직 대통령을 높게 평가하고 있었으며, 남성응답자의 경우 이명박 전직 대통령을 높게 평가하고 있었다.
Abstract
This study examines the impact of Korean leader’s credibility on Korea’s nationalreputation, product image and purchase intentions among Chinese collegestudents. The results showed that while national reputation is significantly influencedby the credibility of national leaders, there was no significant differencein product attitude and purchase intention. These results differ from previousstudies in which organizational leaders have had a strong influence on a varietyof subsequent organizational aspects. When the two Korean national leaderswere compared, the incumbent national leader was considered more crediblethan her predecessor. Statistical analysis of MANOVA indicated that there were significant interactioneffects among all dependent variables of national reputation, product attitudeand purchase intention. That is to say, female respondents viewed Park asmore credible, while male respondents gave high scores of credibility to Lee. This research and the results intend to contribute to expanding the existingboundaries of PR theories and help practitioners apply the outcomes to practicalcontexts.
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