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The Impact of Korean Wave Cultural Contents on the Purchase of Han-Sik (Korean food) and Korean Product - Based on the Survey of Asia (Japan, China), Americas and Europe -

한류 문화콘텐츠가 한식 및 한국 제품 구매에 미치는 영향 - 아시아 (중국, 일본), 미주, 유럽지역을 중심으로 -

  • Shin, Bong-Kyu (Head of Research Center, Korea Foodservice Institute Co., Lid.) ;
  • Oh, Mi-Hyun (Department of Research and Development, Korea Foodservice Institute Co., Lid.) ;
  • Shin, Tack-Su (Department of Food Science and Technology, Chung-Ang University) ;
  • Kim, Yoon-Sun (Department of Research and Development, Korea Foodservice Institute Co., Lid.) ;
  • You, Sang-Mi (Department of Research and Development, Korea Foodservice Institute Co., Lid.) ;
  • Roh, Gi-Youp (Department of Research and Development, Korea Foodservice Institute Co., Lid.) ;
  • Jung, Kyoung-Wan (Department of Research and Development, Korea Foodservice Institute Co., Lid.)
  • 신봉규 ((주)식품외식산업연구소) ;
  • 오미현 ((주)식품외식산업연구소 연구팀) ;
  • 신택수 (중앙대학교 생명공학대학 식품공학부) ;
  • 김윤선 ((주)식품외식산업연구소 연구팀) ;
  • 유상미 ((주)식품외식산업연구소 연구팀) ;
  • 노기엽 ((주)식품외식산업연구소 연구팀) ;
  • 정경완 ((주)식품외식산업연구소 연구팀)
  • Received : 2013.05.21
  • Accepted : 2014.06.18
  • Published : 2014.06.30

Abstract

This research investigated the relationship among Korean Wave Cultural Contents consumption of Korean food, Korean products, and Learning of the Korean language. The survey targeted non-Koreans who were either interested in or experienced Korean Wave Cultural Contents. Exactly 61.3% of subjects had traveled to Korea. The most common method of experiencing the Korean Wave was via the Internet (57.7%), followed by TV (21.1%) and Mobile (7.7%). The most popular Korean Wave Contents were K-pop (35.2%) and TV Dramas (31.0%). Movies were preferred in the Americas ($3.63{\pm}0.83$) and Asia ($3.63{\pm}1.09$), whereas K-pop was preferred in Asia ($3.68{\pm}1.12$) and games preferred in Europe ($2.50{\pm}1.56$). Regarding Korean food, most participants had tasted Kimchi (81.7%), followed by Bulgogi (74.6%), Bibimbap (66.9%), and Galbi (66.2%). According to the country-by-country survey, in the case of Galbi (p<0.05), Bibimbap (p<0.05), and Bulgogi (p<0.05), Asians had more experiences with Korean food compared to those from other regions. Meanwhile, in the case of satisfaction of Korean food, Bulgogi ($4.22{\pm}1.05$) was ranked highest, whereas Kimchi ($3.85{\pm}1.15$) was ranked lowest. According to the region-by-region survey, those from Oceania and other regions preferred Kimchi ($4.25{\pm}0.71$) and Bulgogi ($4.50{\pm}4.50$) while the Americas preferred Galbi ($4.82{\pm}0.39$) and Bibimbap ($4.54{\pm}0.81$). Bulgogi ($2.76{\pm}0.06$) was highly ranked as a representative Korean Food while Kimchi ($2.44{\pm}0.71$) was ranked the lowest. This research explained that among Korean Wave Cultural Contents, movies and music positively influenced on the 'Image of Korea', movies and K-pop effected 'Purchasing intention of Korean products', and TV Dramas, movies, and K-pop effected 'Purchasing intention of Korean Food'.

Keywords

Acknowledgement

Supported by : 농림축산식품부

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