한국 대학생들의 일본에 대한 적개심이 일본의 국가이미지와 그 결과요인에 미치는 영향
A Study on the Effect of Animosity, Image of Japan Country and It's Consequences on Korean College Students' Perception
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초록
본 연구의 목적은 한국 대학생들의 일본에 대한 적개심이 전반적인 국가이미지와 국가이미지의 구성요인들 그리고 결과요인에 미치는 영향을 검증하는 것이다. 국가이미지의 구성요인은 특정 국가의 사람, 제품/기업, 장소, 문화, 정부로 설정하였으며, 국가이미지의 결과요인은 일본산 제품의 구매의도, 여행의도, 관계형성의도로 제안하였다. 연구의 대상 국가는 우리나라와 역사적, 경제적 차원에서 부정적 감정을 갖고 있는 일본을 대상으로 하였으며, 역사적 사건과는 직접적인 관계가 적으면서 향후 글로벌 시장을 주도할 한국 대학생들을 대상으로 실증자료를 수집하였다. 분석결과, 한국 대학생들의 일본에 대한 적개심이 일본에 대한 전반적인 국가이미지에는 부정적(-) 영향을 미치는 것으로 확인되었으나, 국가이미지의 각 차원들에 따라 차이가 있는 것으로 확인되었다. 또한 적개심과 국가이미지 결과요인들 간의 직접적인 관계에서는 제품구매의도에만 부정적(-) 영향을 미치는 것으로 확인되었고, 여행의도와 관계형성의도에는 부정적(-) 영향을 미치지 않는 것으로 확인되었다. 이러한 연구결과는 국가브랜드 관리 측면에서 세부적인 방향 설정뿐만 아니라 향후 글로벌 경쟁 시장을 주도할 대학생들을 대상으로 전략을 수립하는데 도움이 될 것이며, 일본의 관점에서는 국가이미지 향상을 위한 방안을 강구하는 데 시사점이 클 것이다.
Abstract
This study is to examine the relationship among animosity of Korean college students toward a Japan country, overall nation image, dimensions of nation image and the outcome factors. Dimensions of the nation image consisted of people, products/enterprises, places, cultures, and governments of a specific country, and as consequences of the nation image, intentions to purchase product, intentions to travel and intentions to from interpersonal relationships were suggested. Target country of the study is Japan, which has negative emotions with Korea in historical and economic level, and data were collected on Korean college students who will lead the global market in the future with few direct relations with historical events. As a result of the analysis, it was confirmed that animosity of Korean college students to Japan had an adverse effect on the overall nation image, but it was shown that there was a difference in relation to each dimension of nation image. Also, it was found that direct relationship between animosity and consequences of nation image had a negative effect on intentions to purchase product only, and it has been confirmed that it did not affect intentions to travel and intentions to from interpersonal relationships. Result of this study will contribute not only to the strategy of national brand management but also to the utilization strategy of university students who will lead the global competitive market in the international environment in the future, and it will have a great help for Japan to consider improvement plan of a nation image from their point of view.
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