디지털융복합연구 (Journal of Digital Convergence)

  • 제17권3호
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  • Pages.119-128
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  • 2019
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  • 2713-6434(pISSN)
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  • 2713-6442(eISSN)
한국디지털정책학회 (The Society of Digital Policy and Management)
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한류인식이 치즈닭갈비선호도와 SNS, 한식이미지, 한식당방문의도에 미치는 영향 연구

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

  • 정영주 (경주대학교 외식조리학부)
  • Jung, Young-Ju (Dept. of Food Service Management & Curinery Art, Gyeong Ju University)
  • 투고 : 2018.12.05
  • 심사 : 2019.03.20
  • 발행 : 2019.03.28
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초록

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.

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.

키워드

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

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