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http://dx.doi.org/10.7318/KJFC/2018.33.6.501

A Study on the Effects of K-Wave, K-Drama, K-Pop and K-Friend Preference on Korean Food Preference, Satisfaction and Repurchase Intention of International Students in Korea - Focusing on Busan Area -  

Lee, Mi-Ock (Department of Korean Food and Culinary Arts, Youngsan University)
Publication Information
Journal of the Korean Society of Food Culture / v.33, no.6, 2018 , pp. 501-511 More about this Journal
Abstract
Studies with various approaches are required for the globalization of Korean Food. The objectives of this study were i) how the preferences of foreign students residing in Korea on K-Wave, K-Drama, K-Pop and K-Friend affect their preference, satisfaction level and repurchase intention on Korean food, and ii) which of the factors have the strongest effects on their preference, satisfaction level and repurchase intention on Korean food. The results showed that the higher K-Wave, K-Drama, K-Pop and K-Friend preferences, the stronger effect on the preference, satisfaction level and repurchase intention on Korean food (p=0.0001). Among the factors for Korean food preference, the most critical one was K-Wave preference (p=0.0001), followed by K-Drama preference (p=0.0500). For the satisfaction level of Korean food, the most important factor among the four was K-Wave preference (p=0.0496), followed by K-Drama preference (p=0.0500). For the repurchase intention on Korean food, the most significant factor was the preference for K-Friend (p=0.0004), followed by K-Drama (p=0.0016) and K-Wave (p=0.0030). Based on these results, more efforts to invigorate the preferences for K-Wave and K-Drama, as well as various attempts to improve the preference for K-Friend are required for the globalization of Korean Food.
Keywords
K-Friend; K-Food; Korean food preference; Korean food repurchase; Korean food satisfaction;
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