日本における韓国大衆文化の受容が消費者行動に及ぼす影響‒消費者自民族中心主義の調整効果に着目して‒ = Analysis of the impact of Korean popular culture on Japanese consumer behavior-The moderating effect of consumer ethnocentrism-

다국어 초록 (Multilingual Abstract)

This research examined the influence that the acceptance of K-Culture in Japan has on purchase intention and visit intention, through the projected image of Korea and attitudes towards Korean products. In addition, it explored consumer ethnocentrism, analyzing the effects that the characteristics of individual consumers have on the acceptance of K-Culture. It investigated the issue through a questionnaire distributed to 175 university students. The results indicated that the acceptance of K-Culture provided a positive influence on behavioral intention via the image of Korea and the attitude towards Korean products. Moreover, setting aside the path “K-Culture → attitudes towards Korean products → visit intention”, it confirmed the indirect effect that the image of Korea and the attitude towards Korean products has of encouraging the behavioral intention of consumers. However, a regulatory effect on ethnocentrism was not observed. The results added new information about both the acceptance of K-Culture in Japan and consumer ethnocentrism, while deepening established conclusions. Finally, the study included examinations of each major discussion point, suggesting further avenues for research.

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