국가 브랜드에 대한 태도가 상품 구매 의도에 미치는 영향: 중국의 한류를 중심으로 = A Study on the effect of Attitude toward a Nation Brand to the Intentions of the Nation`s Product Purchase: Focusing on the Chinese Hallyu (Korean Wave)

다국어 초록 (Multilingual Abstract)

The purpose of this paper is to investigate the effect of Hallyu (Korean Wave) on attitude towards the national brand of Korea and intentions to purchase Korean products. We approach the cultural phenomenon of Hallyu from an economic perspective, by categorizing the construct and examining its effect on attitudes toward Korea, in turn affecting intentions to purchase Korean products. Two dimensions of Hallyu were identified: Intangible experience and tangible experience. The study found that each dimension affects the attitude towards Korea. Results suggest that tangible experience, the dimension of Hallyu that people can touch and feel, has a stronger effect on the national brand of Korea and purchase intentions for Korean products, than intangible experience. The implications were founded cultural industry development, and decisions on which dimension of Hallyu should receive more emphasis, as Korea attempts to manage its national brand from both policy and economic perspective to establish strategies for facilitating exports and value creation.

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