ScholarWorks@숙명여자대학교

초록

We explored the effect of viewing Korean drama miniseries television programs, along with cultural proximity and ethnocentrism, on Japanese and Chinese television watchers' perceptions of Korea. By conducting a survey in Beijing and China with 621 valid samples, we confirmed the effect of viewing Korean drama miniseries television programs in shaping a positive attitude toward Korea. Furthermore, this positive attitude yielded higher levels of behavioral intentions such as visiting Korea or buying Korean products. Cultural proximity was also found to be a significant variable in predicting positive attitudes toward Korea. However, contrary to the findings in previous studies, in this study the effect of ethnocentrism was not significant.

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