this study focused on the suggestion and validation of research model to the relationships among South Korean(SK) wave, SK image, SK product evaluation, purchase intention in Vietnam, The SK wave refers to the recent surge of popularity of SK popular ...
this study focused on the suggestion and validation of research model to the relationships among South Korean(SK) wave, SK image, SK product evaluation, purchase intention in Vietnam, The SK wave refers to the recent surge of popularity of SK popular culture in other countries, especially its Asian neighbors. It is also known ad “Hallyu”, from the Korean pronunciation. The term was coined in China in 2001 by Beijing journalists. The term “Hallyu”, which means ‘Korean wave in Chinese characters, was coined in China and originally referred to ’ phenomenon of the popularity of Korean pop music in China or such music in general’. The term has bounced back into Korea, now used to indicate all similar phenomena noticeable in Japan, Hong Kong, Singapore, and Vietnam. Moreover, the boundaries of this concept have expantes to encompass various other channels such as Korean films, soap operas, fashion, computer games as well.
Even through the Hallyu phenomenon extends to various areas, the social circumstances or preference of each country makes difference in the materialization of this phenomenon.
The research target in this study is Vietnam where Korean wave has become a new trend since the late 1999 when Korean films became big hits.
This study choose Hanoi city as sampling area. The sampling target is general students, officers and others. To consider the convenience and efficiency of sampling, this study employs convenience sampling of non-probability. For data collection and questionnaire distribution, personal interviews are adopted. The distribution and collection of questionnaire was done by the researcher. The empirical results supported research hypotheses to specify the relationship of research variables. The SK wave and image had the positive impact on the product evaluation of SK product. The product evaluation of SK product also had the positive impact on the purchase intention of SK product. This research result seems to be meaningful to both policy-makers and academics. Policy-makers should consider the impact of Korean wave in terms of national benefits. This is somewhat exploratory study in Vietnam. Therefore, to academic field, more sophisticated and intensive studies on the relationships among SK wave, image and those consequences are required.
，免费韩语论文，韩语论文范文 |
