베트남에서의 문화한류 및 경제한류가 방문의도 및 구매의도에 미치는 영향

Abstract

Some researchers asserted that “The Business Hallyu is the economic effect of the Cultural Hallyu”. But recently, the viewpoint of Business Hallyu has changed. In other words, there is a view that not only interprets Business Hallyu as a result derived from the influence of Cultural Hallyu but also recognizes it as a new emerging independent Hallyu, distinct from the Cultural Hallyu. The purpose of this study was to verify the effect of Cultural Hallyu and Business Hallyu in Vietnam on visit intention and purchase intention. To analyze this, it conducted both online and offline surveys to 433 people who live in Vietnam. The final data was first tested with frequency analysis and factor analysis, and then the proposed research model was analyzed through reliability analysis, correlation analysis and structural equation analysis using SPSS 23.0 and AMOS 20.0. The main results of this study can be summarized as follows. At first, Cultural Hallyu (including K-POP (music), Korean films/ dramas and Korean stars) and Business Hallyu (including Korean products, bilateral economic cooperation) have positive effects on the Korean’s national image. Secondly, the Korean’s national image has positive effects on visit intention and purchase intention. For this reason, it is necessary to create synergy effects between Cultural Hallyu and Business Hallyu to improve Korea's national image and connect Korea visit intention with Korean products purchase intention. It is to utilize Cultural Hallyu when promoting Korean products, or on the contrary, it promotes Korean products in the content of Cultural Hallyu. For the purpose of attracting Vietnamese tourists, it is necessary to have promoting methods that effectively utilize Cultural Hallyu and Business Hallyu. Specifically, K-POP (music), Korean stars, Korean films/dramas, Korean companies should be introduced previously before the promotion of Korean tourism.