한류와 CSR이 기업이미지 및 구매의도에 미치는 영향분석 = 중국 대학생을 중심으로

다국어 초록 (Multilingual Abstract)

This paper takes the Chinese consumers as the research objects, who are from the most dynamic overseas investment areas for the Korean enterprises. It examines whether the Korean wave and CSR will improve the company image and analyzes how they will influence the orientation to buy the Korean products. In the current study, the influence of Korean Wave on the orientation to buy and the influence of CSR on the orientation to buy are always investigated separately. However, in this study, both of them are studied and analyzed simultaneously so as to show the difference between it and the current study. From the analysis results of this study, the Korean Wave and the Company Image have positive effects on the path analysis of the orientation to buy. Besides, the influence of CSR on the company image and orientation to buy also has positive effects, the same as current study. The third aim of this study is to analyze between the two factors: the Korean Wave and CSR, which will exert more influence on the intention to buy the Korean products. In the ultimate analysis results, the Korean Wave has more impacts than the CSR. This is because of the Chinese costumers’ impression of Korean Stars and the desire to become them. As a result, the enterprises who utilize the Star Marketing actives and their products will be much more popular. This popularity has direct impacts on the purchasing psychology.