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이운영(Oun-Yeong, Lee),강계삼(Kye-Sam, Kang) 한국통상정보학회 2006 통상정보연구 Vol.8 No.4
This article is intended to investigate how the Japanese consumers have changed the country image on Korea, the evaluation toward products manufactured by Korea and the willingness to buy Korean products through the experience of Korean Wave. So the country image, the evaluation and the willingness were compared between the before and after experiencing Korean Wave The empirical result said that during the span of Korean Wave the country image and the evaluation have improved, but the intentions to purchase Korean products are still not positive in Japan. So an additional analysis was made to find the reason of the unwillingness to buy Korean products. Although they regard Korean products as qualitatively good against price, they seldom know Korean brand, hardly watch korean product’s advertisement. Especially the intentions to purchase Korean products in durable goods was lower than in consuming goods.