DOI QR코드

DOI QR Code

The influence of Korean wave recognition on preference of cheese chicken rib, SNS, image of Korean food, intention to visit Korean restaurant

한류인식이 치즈닭갈비선호도와 SNS, 한식이미지, 한식당방문의도에 미치는 영향 연구

  • Jung, Young-Ju (Dept. of Food Service Management & Curinery Art, Gyeong Ju University)
  • 정영주 (경주대학교 외식조리학부)
  • Received : 2018.12.05
  • Accepted : 2019.03.20
  • Published : 2019.03.28

Abstract

This study examines the effect of Korean Wave recognition on the preference of cheese chicken ribs in Vietnamese students. It also examines the effect of preference of cheese chicken ribs on the Korean food image of Vietnamese students and their intention to visit Korean restaurants. We analyze the results and try to help globalization of Korean food, development of Korean menu and marketing activities. As a result of the analysis, the hypothesis that the recognition of Korean Wave has positive (+) influence on the preference of cheese chicken ribs was not adopted. The recognition of Hallyu influenced the preference of cheese chicken ribs through SNS influence. SNS influence was found to be a mediator between Korean recognition and cheese chicken rib preference. In case of foreigners, they will recognize Korean Wave through various instruments. Based on the results of this study, it is necessary to study various factors that affect the preference of Korean food and the preference of single menu, and to re - examine Korean food which can globalize Korean food.

본 연구는 베트남 유학생을 대상으로 한류에 대한 인식을 조사하고 한류 인식이 치즈닭갈비 선호도에 어떠한 영향을 미치는지 치즈닭갈비 선호도가 높은 외국인의 경우 한식 이미지와 한식당 방문 의도에 긍정적인 영향을 보이는지 그리고 한류 인식과 치즈닭갈비 선호도 사이에 SNS가 매개역할을 하는지 확인 분석하여 한식 세계화, 한식 메뉴 개발 및 마케팅 활동에 도움이 되는 결과를 도출하고자 하였다. 분석결과 한류인식이 치즈닭갈비 선호도에 정(+)의 영향을 미친다는 가설은 채택되지 않았으며, 한류 인식은 SNS 영향을 통하여 한식선호도에 영향을 미치는 것으로 확인되었다. SNS 영향은 한류인식과 치즈닭갈비 선호도 간 매개역할을 하는 요인임을 확인하였다. 외국인의 경우 다양한 매체 중에 SNS 영향이 한류인식과 한식 간 중요한 역할을 하는 요인임이 확인 할 수있었다. 본 연구 결과를 바탕으로 한식 선호도 및 단일 메뉴 선호도에 영향을 미칠 만한 다양한 요인에 대한 연구와 한식 세계화가 가능한 한식에 대한 재조명이 필요하다고 생각된다.

Keywords

DJTJBT_2019_v17n3_119_f0001.png 이미지

Fig. 1. Research Model

Table 1. Result of Confirmatory Factor Analysis

DJTJBT_2019_v17n3_119_t0001.png 이미지

Table 2. Correlation Analysis

DJTJBT_2019_v17n3_119_t0002.png 이미지

Table 3. Results of Structural Equation Model Testing

DJTJBT_2019_v17n3_119_t0003.png 이미지

Table 4. Mediating effect of SNS

DJTJBT_2019_v17n3_119_t0004.png 이미지

References

  1. J. S. Lee & L. L. Chung. (2017). The Effects of the Favorability of Korean Food on the Favorability of Korean Wave, Country Image, and Visit Intention to Korea : Focused on Young Vietnamese. Journal of the Korea Contents Association, 17(7), 320-331. https://doi.org/10.5392/JKCA.2017.17.07.320
  2. D. H. Kim & S. B. Cha. (2013). The Effect of Korean Wave on Korean Food Image, Food Preference, Food Satisfaction, and Visit Intention to Korea. Journal of Foodservice Management, 16(5), 7-26.
  3. Korea Tourism Organization. (2011). Report on the Survey on the Status of Foreign Tourists.
  4. Y. M. Jung. (2017). Hallyu Cultural Familiarity on Korean Food Image, Country Image, Satisfaction, and Tourism Intention: Focusing on Japanese Tourists Visiting Korea. The Japanese modern Association of Korea, 57, 517-534.
  5. C. W. Park. (2012). Report on the results of the research on the storytelling material of the Korean food menu of the 10 most promising globalization projects. Hankuk University of Foreign Studies, Industry Collaboration Foundation.
  6. K. H. Min. (2010). Recognition and Preference of University Students on Korean Food in Australia. Culinary Science & Hospitality Research, 16(5), 92-102. https://doi.org/10.20878/cshr.2010.16.5.008008008
  7. M. O. Lee. (2017). Recognition, Image, Preference, Attributes, Satisfaction and Reuse Intention for Korean Food by Local Vietnamese. Journal of The Korean Society of Dietary Culture, 32(6), 476-486.
  8. M. H. Kim, E. K. Kim, S. H. Jeong & T. E. Kim. (2016). Perception and Preference for Korean Food among Chinese Students Residing in Korea and China. Journal of The Korean Society of Dietary Culture, 31(4), 261-268. https://doi.org/10.7318/KJFC/2016.31.4.261
  9. Kotra Overseas Market News. (2017). Korean 'Cheese chicken ribs' https://news.kotra.or.kr/user/globalBbs/kotranews/4/globalBbsDataView.do?setIdx=243&dataIdx=163271
  10. Ministry of Justice. (2016). Statistical Yearbook of Immigration Policy, 15-27
  11. We are social. (2017). Digital in Soitheast Asia in2017 https://wearesocial.com/special-reports/digital-southeast-asia-2017.
  12. Y. K. Kim, C. H. Lee & S. S. An. (2008). A Study on the effect of Attitude toward a Nation Brand to the Intentions of the Nation's Product Purchase: Focusing on the Chinese Hallyu (Korean Wave). Korean Journal of Communication Studies, 16(2), 35-55.
  13. KOTRA. (2016). 2016 Overseas Contents Market Trend Report.
  14. G. R. Xuan. (2018). A study on Food tourism motivation and Action intention with Difference in recognition of Korea Wave in Chinese Female tourists visiting Korea, Hospitality and Tourism Management The Graduate School of Sejong University
  15. T. S. Lu & Y. K. Chung. (2015). A Study on the Korean-wave Cognition of the High School Students in China. Journal of East Aisan Cultures, 62, 279-308.
  16. J. H. Lee & V. T. Thao. (2014). An Empirical on the Korean Cosmetics Satisfaction of the Vietnamese Consumer and Repurchase Intention. International Commerce and Information Review, 16(4), 227-243. https://doi.org/10.15798/kaici.16.1.201402.227
  17. M. O. Kim. (2017). Recognition, Image, Preference, Attributes, Satisfaction and Reuse Intention for Korean Food by Local Vietnamese, The Korean Society Of Food Culture, 32(6), 476-486.
  18. A. R. Lee, H. R. Kim & S. M. Yoon. (2006). A Study of the Tourist Site Preference and the Image Similarity for a Leisure Activity. Korean society of lesure & recreation, 30(4), 193-201.
  19. S. P. Hong, M. A. Lee, Y. H. Kim & D. B. Shin. (2009). Consumer test of Korean food in Hawaii. Korean J. Food Culture, 24(6), 607-612.
  20. H. Y. Jung. (2018). Korean Food Preference and Satisfaction of Korean Restaurants in the US. The East Asian Aociety of Dietary Life, 13(4), 213-213.
  21. E. S. Lee. (2016). The Comparative Analysis of Chinese Students' Preference on Korean Menu and The Determinants of Preference on Korean Food by Familiarity to Korea: Local Chinese Students Vs. Chinese Students in Korea. Journal of Hotel & Resort, 15(1), 181-195.
  22. M. J. Kim & S. S. Kim. (2008). Research Articles : The effects of preference for Korean cuisine culture on image of Korea and intention to visit Korea as a potential tourism destination as perceived by residents of Asian countries affected by Hallyu. Journal of Foodservice Management, 11(3), 117-145.
  23. K. H. Sim & H. K. Kim. (2017). The Effects of Preference Characteristics of Korean Wave Drama on Images, Attitudes, and Purchase Intentions for Korean Cuisine among Chinese Tourists. The Korean journal of food and nutrition, 30(3), 440-453. https://doi.org/10.9799/KSFAN.2017.30.3.440
  24. G. O. Wang. (2016). The Effect of Social Network Service Characteristics on perceived Ease of Use and Usefulness. The Korean Society of Food and Nutrition, 29(6), 1050-1057. https://doi.org/10.9799/ksfan.2016.29.6.1050
  25. S. S. Jung. (2016). The Effects of SNS Usage Motives on Customer Satisfaction, Restaurant Trust and Behavioral Intention. Dpartment of Culinary &Food Service Management, Catholic Kwandong University.
  26. H. N. Hyun, K. Yoo & Y. S. Yoon. (2016). The effects of the characteristics of convention social networking service on participation satisfaction and behavior intention. International Journal of Tourism and Hospitality Research, 30(5), 185-197.
  27. G. S. Lee. (2018). The Effects of Korean Restaurant Selection Attributes and SNS Information Quality on Perceived Value and Behavior Intention. Department of Business Management, Dankook University.
  28. U. R. Hodeghatta & S. G. Sahney. (2016). Understanding Twitter as an e-WOM. Journal of Systems and Information Technology, 18(1), 89-115. https://doi.org/10.1108/JSIT-12-2014-0074
  29. Y. J. Jung. (2018). Effects of Consumers on the Use of Social Networks and the Purpose of Visiting Restaurants, Journal of Digital Convergence, 16(6), 143-150. https://doi.org/10.14400/JDC.2018.16.6.143
  30. K. Y. Kim, M. K. Kim & J. E. Sim. (2016). A study on the effects of the characteristics of SNS providing foodservice information on perceived value and behavioral intention. International Journal of Tourism and Hospitality Research, 30(12), 179-193. https://doi.org/10.21298/IJTHR.2016.12.30.12.179
  31. H. K. Kim & K. Y. Park. (2014). Research of Korean Wave by media Images of Korea Food, Effects of Korea Food good feelings. International Journal of Tourism Management and Sciences, 29(2), 61-80.
  32. E. S. Jung & W. H. Jang. (2013). Developing the Korean Wave through Encouraging the Participation of YouTube users :The Case Study of the Korean Wave Youth Fans in Hong Kong. Journal of the Korea Contents Association, 13(4), 155-169. https://doi.org/10.5392/JKCA.2013.13.04.155
  33. J. D. Hunt. (1975). Image as a Factor in Tourism Development. Journal of Travel Research, 13(3), 1-7. https://doi.org/10.1177/004728757501300301
  34. P. Scott. (1966). Physical Resources and Environment. The Economic Society of Australia, 42(1-4), 40-45.
  35. Korean Food Promotion Institute. (2014). Overseas Dining and Korean Food Industry Survey.
  36. S. H. Lee, Y. S. Yoon & N. M. Youn. (2010). Research Articles : A Comparative Study on the Recognition and Attitude of Korean Foods for Japanese and Chinese Tourists in Korea. Journal of Foodservice Management, 13(2), 149-168.
  37. Y. J. Kwon & B. G. Shin. (2010). Research Articles : Difference analysis on the cognition, image, attitude, and globalization of Korean foods among american, chinese, and japanese groups. Journal of Foodservice Management, 13(3), 311-332.
  38. Y. S. Park & J. Y. Go. (2011). Research Articles: A Study on Korean Food Image for Opening Korean Restaurants. Journal of Food service Management, 14(3), 201-218.
  39. K. S. Ryu & H. J. Park. (2017). "Measuring the image of Korean food using cross-national big data : A comparison among customers" perceptions about Korean, Chinese and Japanese foods in the U.S.A. and China". Korean Journal of Hospitality & Tourism, 26(3), 173-191. https://doi.org/10.24992/KJHT.2017.04.26.03.173.
  40. Y. S. Jang & S. H. Kim. (2018). The Effects of National Image and Image of Korean Foods on the Vietnamese Consumer's Purchase Intention -Focusing on Moderating Effect of Korean Wave-. Korean Journal of Food Marketting Economics, 35(1), 1-25.
  41. S. H. Park & H. J. Moon. (2012). A Study the Relation between Popular Factors and Likability of Hallyu and the National Image. Journal of Public Relations Research, 16(4), 246-279.
  42. J. F. Engel, R. D. Blackwell & P. W. Miniard. (1995). Consumer Behavior. 6th Edition, Dryden Press. Chicago: New York.
  43. M. Fishbein & I. Ajzen. (1975). Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research. Reading: Addison-Wesley.
  44. J. C. Nunnally & I. H. Bernstain. (1994). Psychometric Theory(3rd), McGraw-Hill Inc.
  45. K. J. Preacher & K. Kelley. (2011). "Effect Size Measures for Mediation Models: Quantitative Strategies for Communicating Indirect Effects". Psychological Methods, 16(2), 93-115. https://doi.org/10.1037/a0022658
  46. W. M. HUR. (2013). How Researchers Estimate Indirect Effect using Bootstrapping : The Case of Simple, Multiple, and Double Mediation. Korean Bisiness Review, 6(3), 43-59.
  47. S. Y. Kim, Y. K. Noh & K. M. Lee. (2018). A Convergence Study on the Structural Relationship between Sport Brand's Advertisement Attributes, Ad Attitudes, Brand Images, and Purchase Intentions on Social Networking Site(SNS). Journal of the Korea Convergence Society, 9(12), 345-354. https://doi.org/10.15207/JKCS.2018.9.12.345
  48. C. J. Jeong. (2018). Effects of Facebook Advertisement Message's Convergence Type and SNS Trait on Brand Attitude, Purchasing Intention. Journal of the Korea Convergence Society, 9(3), 187-201. https://doi.org/10.15207/JKCS.2018.9.3.187