The industry of culture contents is a high added-value and growth one making Korea get over the problems of lack material and employment as the creative idea has the original power for competition. The fact that culture contents including cartoon, fil...
The industry of culture contents is a high added-value and growth one making Korea get over the problems of lack material and employment as the creative idea has the original power for competition. The fact that culture contents including cartoon, film, game, character and so on have been revived in various genres from origins to produce the synergy effect consolidating into general industry are the point we call it as the importance of industry. The study in this leads to analyze direct and indirect influence on the value attributes of K-pop stars or Korean waves who are very famous in China and company image and reliability using K-pop stars for selling goods and buying their service.
Therefore, in this the purpose is focused on the influences of credibility, attraction, professionalism of K-pop stars who have value attributes in China to donate the social responsibility, investment validity, and marketing for an image of company using these Korean stars. It is very important to understand influencing relationship with the attributes of company image such as social responsibility, reliability of investment, marketing and credibility of company as a parameter in the first place. And in the second place here analyze the effect of attributes of K-pop stars and reliability of company and articulate the influencing relationship between reliability of company and purchase intention as dependent variable. Thirdly, the analyses of direct influence between attributes of company image and purchase intention are done and finally the points between attributes of K-pop star and customer's purchase intention are shown in this study.
To fulfill this kind of survey, the questions of questionnaire in this study were composed on the basis of the suitable contents including model value attributes of pop stars, company image, reliability of company, and lastly theory of customer's purchase intention. For the more valid analysis, the questionnaire was done to the chinese either visiting Korea or looking at the advertisement of K-pop stars. Questions are given from 15th August to 14th September in 2015. There were 263 questionnaires totally distributed to the people and chose available 200 questionnaires to analyse them used in this study.
The model used in this study is to research for the structure of cause and effect relations existing among multiple variables. In order to appreciate the influences that compose of concepts, it was needed to verify the mutual relations in the concepts used by the structural equation and understand the cause and effect relations between models. On the basis of analysis mentioned above there were results from hypothesis of the study as the following.
Firstly, the professionalism of K-pop stars who appeared as models and were preferred by the people shows that the company image in advertisement has influences on the social responsibility, reliability of investment, and marketing.
Secondly, the relationships between company image appeared in the advertisement of K-pop stars and reliability of company show that social responsibility of company image has influence on the reliability. And the study says that the credibility of model value attribute depends directly on the company reliability and indirectly by the social responsibility.
Thirdly, the influence of relationships between model attribute of K-pop stars that people preferred and company reliability shows that the company image as a social responsibility highly and indirectly influences on the reliability of company.
Fourthly, it shows that customer's purchase intention is conscious of the reliability of company. Consequently, the reliability of brand has influence on the fact that revisiting intentionally, information by word, and purchase intention are corresponding positively to the factors mentioned in the precedent study.
Fifthly, it is certain that social responsibility of company image applied to the advertisement of K-pop stars influences indirectly on the customer's purchase intention through parameter. And it assures that authenticity of investment in the name of company image influences indirectly on the customer's purchase intention because of reliability of company.
Lastly, the professionalism of K-pop stars who have value attribute and people prefer has influence directly on customer's purchase intention. And in conclusion, company image and company reliability go indirectly on influencing customer's purchase intention in relationship.
，韩语论文，韩语论文 |
