한국 국가이미지와 한류의 영향에 따른 한국 제품 구매의도 분석

Abstract

The purposes of this study are as follows. First, this study aims at investigating about how national image of Korea(economic and non-economic image) in Kazakhstan are affecting on Korean product purchase intention. Also there was conducted empirical analysis of whether Kazakhstan consumer ethnocentrism are affecting on Korean product purchase intention. Moreover, there was analyzed moderating effect of Korean wave(Hallyu) affect on national image of Korea(economic image and non-economic image) and Korean product purchase intention. Finally, there was examined the product competitiveness(brand, price, quality, design) of countries such as Korea, China, Russia and Kazakhstan. There was conducted a survey with random sample of 128 Taldykorgan, Kazakhstan consumers. The collected data were analyzed utilizing statistics software SPSS 18.0. According to the first study, it was found that national image of Korea(both economic and non-economic image) affects positively on Korean product purchase intention. However, Kazakhstan consumer ethnocentrism did not have negative affect on Korean product purchase intention. Also there was no moderating effect of Korean wave between economic country image and Korean product purchase intention. On the other hand, it appears to have moderating effect of Korean wave(Hallyu) between the non-economic Korean national image and purchase intention. Second, the result of examining the differences of national competitiveness such as brand, price, quality, design showed that Korea has the best performance whereas Kazakhstan consumers evaluated low competitiveness of Chinese products. Lastly, the result of product competitiveness of Russia and Kazakhstan were almost the same. The previous researches were mostly focused about the influence of Korean wave on China, Japan, or other East Asian countries but were not considered about other Central Asian countries like Kazakhstan. Therefore, since the research on the awareness of consumers of Kazakhstan were not studied much yet, this research may have high academic and practical value. Other research implications and future directions are discussed.