방한 중국인의 한류 드라마에 대한 선호도 특성이 한식에 대한 이미지와 태도 및 한식의 구매의도에 미치는 영향

Abstract

In this study, we conducted an empirical analysis using structural equation modeling (SEM) by distributing questionnaires to 208 Chinese tourists who constitute the largest proportion of foreign tourists visiting South Korea. The survey was conducted in a face to face (FTF) manner with the aim to contribute to globalization of Korean cuisine through comprehensive analysis of the effects of preference characteristics of Korean wave dramas on the relationship among images, attitudes, and purchase intentions for Korean cuisine. The main actor characteristics among the preference characteristics of Korean wave dramas had a significant effect on the attitudes and purchase intentions for Korean cuisine. However, the thematic characteristics among the preference characteristics of Korean wave dramas did not have a significant effect on the purchase intentions for Korean cuisine; in addition, the production characteristics did not have a significant effect on the attitudes and purchase intentions for Korean cuisine. The eco-friendly and health images of Korean cuisine had a significant effect on the purchase intentions for Korean cuisine, and the attitudes toward Korean cuisine significantly affected the purchase intentions for Korean cuisine. Based on the results of this study, it is considered necessary to continuously publicize Korean cuisine through Korean wave dramas to build positive attitudes toward Korean cuisine through enhanced images of Korean cuisine.