earticle

영어

This study investigated the effects of direct experience, relation route and text route on multidimensional national image of China. The study investigated two research questions. First, what factors affect national image of China. Second, which variables affect the multidimensional national image of China. This study employed a survey of 297 university students in Korea to figure out research questions. To find out factors affecting national image of China, factor analysis was conducted. Factor analysis revealed five components of national image of China; Chinese people, chinese product, social life, China-Korea relation and political-economy image of China. To investigate the second research question, a standard multiple regression was performed direct experience, relation route and text route as independent variables and five factors as dependent variables. Moffitt (1994) suggested that ‘direct experience’, ‘relation route’ and ‘text route’ can affect the formation of national image. In this study, direct experience was measured by asking respondents visit experience, frequency of chinese product use and satisfaction of chinese product. Relation route was measured by asking respondents how many time they talk about China with their family and friends in half a year. The use of mass communication was measured by asking respondents how many times they watch chinese drama, chinese movie and chinese entertainment TV programs and listen to chinese popular songs in half a year. The use of korean media contents was measured by asking respondents how many times they watch korean TV news, korean internet TV news, korean entertainment TV programs and internet information in half a year. The research found that, first, satisfaction of product use, watching chinese TV drama and the use of korean internet information were positively related to image of chinese product, but the use of chinese product was negatively related to image of chinese product. Second, the use of internet news was negatively related to image of China-Korea relation, but the use of internet information was positively related to image of China-Korea relation. Therefore, the researcher suggested that specific ways to improve consumer satisfaction are required. PPL in TV drama is a good source to improve image of chinese products. Also, active internet publicity is required to improve image of china-Korea relation.