earticle

영어

The aim of this study is to verify the effect of Korean Wave on Korean goods image and Korean goods purchase. To achieve the aim, this study extracts the variables and makes the conceptual and operational definitions of the variables through prior research. Survey was conducted on Vietnamese, and 350 data were collected. Reliability and validity of the data are identified by a confirmatory factor analysis and Cronbach’s alpha coefficients. The hypotheses are tested by the analysis of structural equation modeling. The results are as follows. First, Korean Wave has a positive effect on Korean goods image. This is explained by stimulus and response come from behavioral theory. Vietnamese recognize Korean Wave as stimulus and positively estimate Korean goods as its response. Second, the image of Korean goods has a positive influence on purchase of Korean goods. This is also explained by response and behavior come from behavioral theory. Vietnamese have positive image on Korean goods and this is connected with purchase of Korean goods.