The Korean Journal of Food And Nutrition (한국식품영양학회지)

The Korean Society of Food and Nutrition (한국식품영양학회)
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The Effects of Preference Characteristics of Korean Wave Drama on Images, Attitudes, and Purchase Intentions for Korean Cuisine among Chinese Tourists

방한 중국인의 한류 드라마에 대한 선호도 특성이 한식에 대한 이미지와 태도 및 한식의 구매의도에 미치는 영향

  • Kim, Hee-Kyung (Dept. of Traditional Dietary Life, Graduate School of Traditional Culture and Arts, Sookmyung Women's University) ;
  • Sim, Ki Hyeon (Dept. of Traditional Dietary Life, Graduate School of Traditional Culture and Arts, Sookmyung Women's University)
  • 김희경 (숙명여자대학교 전통문화예술대학원 전통식생활문화전공) ;
  • 심기현 (숙명여자대학교 전통문화예술대학원 전통식생활문화전공)
  • Received : 2017.01.25
  • Accepted : 2017.05.16
  • Published : 2017.06.30
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Abstract

In this study, we conducted an empirical analysis using structural equation modeling (SEM) by distributing questionnaires to 208 Chinese tourists who constitute the largest proportion of foreign tourists visiting South Korea. The survey was conducted in a face to face (FTF) manner with the aim to contribute to globalization of Korean cuisine through comprehensive analysis of the effects of preference characteristics of Korean wave dramas on the relationship among images, attitudes, and purchase intentions for Korean cuisine. The main actor characteristics among the preference characteristics of Korean wave dramas had a significant effect on the attitudes and purchase intentions for Korean cuisine. However, the thematic characteristics among the preference characteristics of Korean wave dramas did not have a significant effect on the purchase intentions for Korean cuisine; in addition, the production characteristics did not have a significant effect on the attitudes and purchase intentions for Korean cuisine. The eco-friendly and health images of Korean cuisine had a significant effect on the purchase intentions for Korean cuisine, and the attitudes toward Korean cuisine significantly affected the purchase intentions for Korean cuisine. Based on the results of this study, it is considered necessary to continuously publicize Korean cuisine through Korean wave dramas to build positive attitudes toward Korean cuisine through enhanced images of Korean cuisine.

Keywords

References

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