An Impact of Islamic Consumers’ Global Perspective about Korean Wave on Country of Origin Effect: Focus on Diffusion of Korean Wave in Kazakhstan

Abstract

Purpose: This study began with a question of how Korean Wave is recognized from the global perspective. It empirically analyzed consumers in Kazakhstan, an economically advanced Muslim country in Central Asia, by focusing on Muslim consumers' perspectives on Korean Wave and its effects on country of origin. Research design, data, and methodology: In order to verify the hypothesis presented in this study, 317 questionnaires were collected from Almaty, Kazakhstan, and the data collected were analyzed using Smart PLS 3.0. Results: The results of this study are as follows. First, the better the Kazakhstan people's global perspective on Korean Wave, the more positive the attitudes toward Korea. Second, the better the Kazakhstan people's global perspective on Korean Wave, the more positive the attitudes toward Korean companies. Third, Kazakhstan people's attitudes toward Korea and Korean companies and products have effects on their purchase intention of Korean products. Fourth, the better the Kazakhstan people's global perspective on Korean Wave, the more positive the attitudes toward Korean products. Finally, all paths through which Kazakhstan people's global perspective on Korean Wave influence attitudes toward Korea and Korean companies and products, and through which these three variables influence the purchase intention of Korean products were supported. Conclusions: This study began with a question of how Hallyu is recognized from the global perspective. The results of this study suggest that the global perspective have a positive impact on country of origin effect at Islamic Culture. Korean government thus should support the globalization of Korea not through online media such as internet and Youtube, but also through offline media, by using more systematic strategies for spreading Korean Wave across Muslim countries. Korean companies should try to make Muslim countries' attitudes toward them more favorable, by using strategies for enhancing their company images through Korean Wave.