The purpose of this study is to analyze the effect of the Korean wave on country-, company-, product- images and purchase intention, empirically targeting Kazakhstan consumers. In this study, statistical analysis was performed by means of SPSS 22.0 a... The purpose of this study is to analyze the effect of the Korean wave on country-, company-, product- images and purchase intention, empirically targeting Kazakhstan consumers. In this study, statistical analysis was performed by means of SPSS 22.0 and AMOS 19.0. The materials were collected from 364 Kazakhstan consumers for the empirical analysis. Hypotheses were tested through the structural equation method. The results of the empirical study are summarized as follow: First, the measure which tested the relationship between the Korean wave and Korea's country image shows that the Korean soap operas and K-pop have positive effects on Korea's country image. Second, the measure which examined the relationship between the Korean wave and the Korean companies image indicates that the Korean wave doesn't have a positive effect on the Korean companies image. Third, the measure which tested the relationship between the Korean wave and the attitude toward Korean products demonstrates that the Korean wave doesn't have a positive effect on the attitude toward Korean products. Fourth, the measure which examined the relationship between Korea's country image and Korean companies image shows that Korea's country image has a positive effect on Korean companies image. Fifth, the measure which tested the relationship between Korea's country image and attitude toward products indicates that the Korea's country image has a positive effect on the attitude toward Korean products. Sixth, the measure which examined the relationship between Korean companies image and Korean products image demonstrates that Korean companies image has the positive effect on the attitude toward Korean products. Finally, the significant result was drawn from the test which analyzed the relationship between the attitude toward Korean products image and purchase intention. ，免费韩语论文，韩语论文网站 |
