• Journal of Fashion Business
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• v.23 no.5
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• pp.67-80
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• 2019

This study analyzed the factors determining fashion lifestyle of Uzbek students in Korea and their clothing purchasing behavior and attitudes towards Hallyu, the Korean image, satisfaction, preferences and purchasing intentions for Korean fashion according to fashion lifestyle. The data collected from 260 Uzbekistan students in Korea were subjected to factor analysis, cluster analysis, ANOVA, Duncan test, and ${\chi}^2$-test using SPSS 25.0. The results were as follows: 1) Fashion lifestyle was analyzed based on brand orientation, tradition, fashion, and personality. The fashion lifestyle group was classified as follows: brand, fashion/personality, traditional, and fashion passive. 2) The evaluation criteria for fashion products, information sources, and store selection criteria were varied among the four groups of fashion lifestyle. 3) The attitude toward Hallyu and Korean image, the satisfaction, preference, and purchasing intention of KFP varied significantly between the fashion lifestyle groups. 4) The demographics of fashion lifestyle groups showed significant differences in sex and residential status. These results can be used as a basis for fashion companies targeting markets for Uzbek people in their 20s.

• Asia-Pacific Journal of Business
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• v.7 no.1
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• pp.71-82
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• 2016

Korean popular cultural content, "Hallyu", is prevalent in China, and those have changed some life styles of the Chinese people, who are crazy with it. Korean popular cultural content is more than a cultural phenomenon, it has enhanced the national image of the country and the tourism department, especially those popular products which are closely related to our daily life. From this point of views, the current study is to identify the relationship between Korean popular cultural contents, Korean image, and visiting intention to Korea. The questionnaire takes a volunteering method, and analyzed the general characteristics through SPSS21.0. Factor analysis and reliability analysis are provided in order to test the reliability and validity. As the result of the study, Korean popular cultural contents can enhance economic and culture image of Korea, and those are the main factor for the potential customers from China to visit Korea. This study can provide information for maintaining popular cultural contents and gives an implication for enhancing the Korean tourism policy.

• The Journal of Asian Finance, Economics and Business
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• v.7 no.4
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• pp.247-258
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• 2020

The study investigates the influences of different factors on revisit intention to Korea of Vietnamese tourists. A mixed-method including qualitative and quantitative methodologies were utilized. A focus group of 9 experts was carried out for reviewing and exploring different factors and the conceptual model. An in-depth interview with 19 participants was developed with an aim to develop and correct measurement items. The conceptual model was tested and developed using data collected by a questionnaire, from a sample of 473 respondents, who have visited Korea by both electronic and paper surveys with non-probability and convenience sampling techniques. The questionnaire in this research applied a 5-point Likert scale and was distributed both electronically using Google form and by questionnaire paper. The Bootstrap model was used for estimating the model parameters for retesting the reliability of the estimates. Factor analysis and Structural Equation Modelling are employed to analyze the data. Results showed that 427 tourists traveling by groups organized by travel companies and 46 tourists traveling on their own. The reliability, tangibility, empathy, and assurance had influences on tourists' intention to revisit a destination, especially through satisfaction mediating construct. Destination image, self-congruity, and the emergence of Hallyu had influences intension revisit through attitude and tourist motivation.

• Journal of Distribution Science
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• v.14 no.9
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• pp.65-72
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• 2016

Purpose - This study is to examine the effect of Korean Wave (Hallyu) towards consumer purchase intention of Korean Product in Indonesia. In addition, this study also investigates the image of Korea whether it can give an impact on Indonesian consumers' intention to purchase Korean Products. Research design, data, and methodology - A total of 227 respondents from Indonesian consumers were collected using online surveys. The results from this survey were analyzed using principal component analysis (PCA) to identify each of the factors. Multiple regression and process analysis (designed by Andrew F. Hayes) were conducted to test the hypotheses. Results - This research found that 'Korean Wave', 'Ethnocentrism', and 'Country-of-Origin Image' significantly affected consumer purchase intention towards Korean Products in Indonesia, while 'Country Image' on the purchase intention was not significant affected the purchase intention. Conclusions - Study findings provide useful information for business practitioners and government to develop and maintain the use of Korean Wave in the business and marketing fields. By only referring to the image of country, it will be difficult for the consumers to decide whether they want to purchase the products or not. In other words, the favorable image of Korea, usually represented by high level of industrialization and economy, is more likely to be enhanced by favorable image of product and Korean cultural wave.

• International Journal of Internet, Broadcasting and Communication
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• v.13 no.4
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• pp.72-78
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• 2021

Currently, the Korean wave is not limited to popular culture, but has a significant impact not only on Korea's national image but also on the improvement of Korean companies' products and image of Korea. In this study, using Textom to confirm the change in foreign tourists' image of Korea, the data collection period was 1 year of 2020, when COVID 19 occurred, as a collection period for "Korea and foreigner" and related key words, each Hallyu content, and ranked in the top 80 keywords were derived. Centrality analysis for semantic network visualization was performed using UCINET6, and through CONCOR analysis, 7 groups 'K-Quarantine ', 'K-Drama', 'K-Movie', 'K-Beauty', 'K-Shopping', It was clustered into 'K-Tech' and 'K-Pop'. As a result of the analysis, the image of Korea abroad generally recognized the Korean Wave as cultural content, but after the outbreak of COVID 19, it is judged that it has been recognized as a country with a successful case of K-Quarantine.

• The Journal of the Korea Contents Association
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• v.15 no.6
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• pp.91-103
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• 2015

This study investigated how Korean drama viewing of chinese people influence their formation of Korea's national image as well as their satisfaction through consumption of Korean products. The direct effect and indirect effect of Korean drama viewing on Korea's national image were focused. The survey data on 105 Chinese citizens in Shanghai was put into the analysis. The study found that 1) Korean drama viewing has a positive effect on consumption satisfaction of korean products; 2) Korean drama viewing does not have any direct effect on Korea's national image; 3) the consumption satisfaction of korean products has an positive effect on Korea's national image; 4) Korean drama viewing has an indirect positive effect on Korea's national image, mediated by consumption satisfaction of Korean products. Theoretical and practical implication were discussed.

• International Area Studies Review
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• v.12 no.2
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• pp.175-201
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• 2008

From near and far, Koren wave(Hallyu) become a familiar term. In Japan, Bae Yong-joon, hero of the phenomenally popular drama "Winter Sonata", "Yonsama", a nickname coined by Japanese fans. So, we research about relationship of attitude on Korean wave, image on Korean product, an attitude on Korean product and purchase intention of Korean product in Japanese market. The results are summarized as follows: First, attitude on Korean wave positive impact on Korean product image. Second, attitude on Korean wave positive impact on attitude on Korean product. Third, image on Korean product significant impact on attitude on Korean product. Fourth, image on Korean product significant impact on purchase intention of Korean product. Finally, attitude on Korean product positive impact on purchase intention of Korean product.

• International Journal of Costume and Fashion
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• v.8 no.1
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• pp.75-84
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• 2008

This paper starts with the assumption that in order for hanbok to be made known to the world as a cultural code representing Korean beauty, it must first be made familiar among Koreans with opportunities for widespread use of hanbok in a way which forms an understanding with the fashion sense of young generations, and that wearing hanbok must be promoted. We observe the contents and problems of past hanbok festivals and provide methods to promote the wearing of hanbok among the population, creating an occasion for mingling with various cultures in hanbok events which may be experienced by the general population, and developing hanbok as a tourist item and promoting the hanbok industry through standardized hanbok festivals. Globalization of hanbok most occur through a combination of related academic fields, division of roles in fields of expertise, and a scientific understanding of hanbok. The re-creating of traditional hanbok will allow for affirmation of Korean image, a rediscovery of the value of Korean culture, and the establishment of cultural identity. The development of such global designs will form a foundation for hallyu wave culture within popular culture.

• Asia Marketing Journal
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• v.22 no.4
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• pp.79-101
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• 2021

With the steady rise in global popularity of the Korean music group BTS, the South Korean government and surrounding industries have swiftly begun utilizing their image and international recognition for specific nation branding purposes. While K-pop soft power strategies are not novel to the South Korean state, what is new is the rapid speed at which BTS have become a beacon for South Korean culture, language, and symbolism in the international arena. However, few scholarly works have sought to investigate the role fans have played in this heightened position for the group as state representatives, with minimal research conducted into the work fans do within the framework of ARMY fan culture. This paper will thus aim to fill the gap in scholarship on ARMY as an organized labour network, focusing on the role fans play as labourers in online spaces that work to promote, disseminate, and cultivate wider recognition for BTS as artists. Through the conjunct engagement of a political economy framework and theories of participatory culture, this paper will explore the manner through which the free labour of ARMY, premised on affect, has constructed the fandom as active agents of soft power alongside BTS themselves.

• Journal of Digital Convergence
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• v.17 no.3
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• pp.119-128
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• 2019

This study examines the effect of Korean Wave recognition on the preference of cheese chicken ribs in Vietnamese students. It also examines the effect of preference of cheese chicken ribs on the Korean food image of Vietnamese students and their intention to visit Korean restaurants. We analyze the results and try to help globalization of Korean food, development of Korean menu and marketing activities. As a result of the analysis, the hypothesis that the recognition of Korean Wave has positive (+) influence on the preference of cheese chicken ribs was not adopted. The recognition of Hallyu influenced the preference of cheese chicken ribs through SNS influence. SNS influence was found to be a mediator between Korean recognition and cheese chicken rib preference. In case of foreigners, they will recognize Korean Wave through various instruments. Based on the results of this study, it is necessary to study various factors that affect the preference of Korean food and the preference of single menu, and to re - examine Korean food which can globalize Korean food.