국가이미지와 한류호감도가 중국소비자의 구매의도에 미치는 영향 : 한국 문화상품을 중심으로

다국어 초록 (Multilingual Abstract)

Basing on the concept of National Image and Korea Wave, this study intend to find out (1)the perception of Chinese consumer about Korean Political Image, Economical Image and Cultural Image (2)the popular of Korea Wave in China (3)how these Images and Korea Wave affect Purchasing Intention of Korea cultural commodity, and (4)the effect of Korea Cultural Commodity Image on Purchasing Intention
in the course of purchasing activity.
In the theoretical background part, we will mention in detail the National PoliticalImage, Economical Image, Cultural Image, Korea Wave and Korea Cultural Commodity Image Purchasing Intention, basing on which we will make nine hypotheses. To prove these hypotheses, we performed questionnaire investigation
in Ningbo. Majority of the respondents have been chosen deliberately from thepeople who have the experience of buying Korea Cultural Commodity, and the
investigation lasted from 28 October 2012 to 10 October 2012. We distributed160 questionnaires and collected back143, from which we removed 12 problematic onesand eventually we performed our analysis basing on remaining 131 valid questionnaires. The analysis tool we used is SPSS 17. Mean analysis and frequency analysis have been taken on these collected data, and Cronbach's α method is used to makereliability analysis. To find out the influence of National Image of Korea and KoreaWave on Purchasing Intention and Korea Cultural Commodity Image, we made simple regression analysis and multiple regression analysis respectively.
The result of the research is that (1) as to hypothesis 1: National Image and Korea Wave have Positive influence on the Korea Cultural Commodity Image. (2) as to hypothesis 2: National Image and Korea Wave have Positive influence on the Korean National Image have positive influence on the Purchasing Intention.(3)as to hypothesis: Korea Cultural Commodity Image has positive influence on the Purchasing Intention.
In conclusion, in the course of penetrating Chinese market, we suggest that Korean corporation attach more importance to establishing healthy and advanced Cultural Image of Korea and the corporation itself.

목차 (Table of Contents)

• 제1장 서론 4
• 제1절 연구배경 4
• 제2절 연구의 목적 7
• 제3절 한국 문화상품 수출 현황 및 중국시장 현황 8
• 제2장 이론적 고찰 및 선행연구 20
• 제1절 이미지 20
• 제2절 국가이미지 21
• 제3절 문화상품 및 문화상품 이미지 25
• 제4절 한류 및 한류호감도 29
• 제5절 구매의도 33
• 제3장 연구모형 및 연구가설 36
• 제4장 실증분석 41
• 제1절 자료수집 및 분석방법 41
• 제2절 변수의 정의 및 측정 42
• 제3절 표본의 인구통계적 특정 47
• 제4절 신뢰성 및 타당성 분석 49
• 제5절 가설의 검증 57
• 제 5 장 결 론 65
• 참 고 문 헌 71
• [부 록] 76
• Abstract 81