Journal of the East Asian Society of Dietary Life (동아시아식생활학회지)

The East Asian Society of Dietary Life (동아시아식생활학회)
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The Effect of Foreigner's Ethnic Food Attitudes on Purchasing Intentions of Korean Foods

외국인의 에스닉 푸드에 대한 태도가 한식 구매 의도에 미치는 영향

  • Kim, Sun-Joo (Dept. of Food Service Management, Kyunghee University) ;
  • Lee, Kyung-Hee (Dept. of Food Service Management, Kyunghee University)
  • Received : 2012.02.23
  • Accepted : 2013.06.20
  • Published : 2013.06.30
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Abstract

In order to globalize Korean foods successfully, it is necessary to understand foreigners' attitudes about ethnic foods and how foreigners perceive Korean foods. It would be valuable to survey the degree of interest from foreigners when purchasing Korean foods. Thus, a survey was performed on the most common tourists in Korea, the Japanese, Chinese and Americans. 313 respondents completed the survey on ethnic foods (16 questions), purchasing intention of Korean foods (3 questions), and socio-demographic conditions (9 questions). Factor analysis and reliability analysis were conducted to identify the indicators of attitudes toward ethnic foods. Correlation analysis was conducted to confirm the relation between attitudes toward ethnic foods and Korean food purchasing intention. From the results of factor analysis, 5 factors emerged from the 13 out of 16 questions; and were labeled new food seekers, ethnic food seekers, familiarity seekers, new taste seekers and challenge seekers. Items were analyzed to determine the differences according to nationality by using the ANOVA, and it showed that Americans have the highest Korean food purchasing intentions. The regression analysis indicated that attitude factors on ethnic foods, new foods and new taste seekers are strongly related to Korean food purchase intentions.

Keywords

References

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