This ’s aim is to explore how the Korean wave image and preference of Korean Wave affects Chinese tourist's consumption value and purcahse intentions of made-in Korean products, and how the different kinds of consumption value affects the purch...
This ’s aim is to explore how the Korean wave image and preference of Korean Wave affects Chinese tourist's consumption value and purcahse intentions of made-in Korean products, and how the different kinds of consumption value affects the purchase intentions through three major hypothesize. Two hundred thirteen Chinese tourists, who visited the Myungdong business district of Seoul, were invited to take part in this investigation. Data analyses were conducted by exploratory factor analysis (EFA), Cronbach’s α reliability test, and multiple regression with SPSS ver. 19.0.
To test the effects of Korean wave, this study focused on the Korean wave image and preference of Korean Wave. We found that the Chinese vistiors evaluated these two variables high, and Korean wave image was higher than the preference.
We found three factors of consumption value based on the literature and exploratory factor analysis results, which were diversity, good quality and relevance to Korean wave. The perceptions of there three kinds of consumption, the relevance to Korean wave value was the highest, next was the diversity value, the good quality value was the lowest comparing to the other kinds of consumption, but it was still in a high level.
In order to test how the Korean wave image and preference of Korean wace affects the different kinds of consumption we used multiple regression. We found Korean wave image affected the all three kinds of consumption values significantly and all the influences were positive. On the contrary, the preference of Korean wave only could affected the relevance to Korean wave value positively.
All the three kinds of consumption value of made-in Korea products had positive effect on the consumers’ purchase intentions significantly.
Empirical verification through the analyses indicates that the data offer substantial supports, and practical implications of findings will be discussed and suggested as follows. First, this study complements the lack of researches on the consumption values among the studies regarding Korean wave. Secondly, research results would help us to understand the perception on Korean wave image, preference of Korean wave, the consumption values and the purchase intentions of made-in Korea product. Finally, this research can help Korean companies to make market strategies effectively when they entering abroad market (ex. China) by exploring the factors which have strong influences on foreign (ex. Chinese) consumers’ purchase behaviors.
，韩语论文范文，韩语论文范文 |
