필리핀인의 한류 수용 특성이 한국산 제품 구매의도에 미치는 영향 연구

• 영문명: A Study on the Effect of Filipino’s the Korean Wave Audiences Characteristics on Korean Products Purchase Intention
• 발행기관: 한국예술경영학회
• 저자명: 백종훈(Baek Jong Hoon)
• 간행물 정보: 『예술경영연구』제30집, 141~183쪽, 전체 43쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2014.05.30

국문 초록

본 연구는 한류의 지속성과 확장성에 대한 대안을 제시하기 위해 한류 수용국 문화특성에 따른 한류 콘텐츠 소비 형태를 연구하고 문화 한류가 경제 한류로 확대 재생산되는 과정을 실증적으로 분석 하는 데에 그 목적이 있다. 이문화연구를 통해 확인된 필리핀 소비자의 특성을 바탕으로 한류 수용 특성에 따른 한국산 제품군의 구매의도에 대한 영향관계를 파악하였다. 콘텐츠 선호도와 구매의도사이의 매개효과를 확인하기 위해 문화마케팅 선호도를 설정하였고, 한국산 제품의 구매의도를 확인하기 위한 대상제품군으로 전자제품, 식음료품, 패션상품등을 선정하였다. 분석 결과는 다음과 같다. 첫 번째, K-POP의 선호로 인한 구매의도의 경우는 전자제품, 패션제품, 식음료품 순으로 나타났고 K-DRAMA의 선호로 인한 구매의도는 식음료품, 전자제품, 패션제품 순으로 나타났다. 또한 K-DRAMA 선호가 K-POP 선호 보다 한국산 제품에 대한 구매의도가 더 높은 것으로 나타났다. 두 번째, 불법적인 유통 채널보다 합법적인 유통채널을 통한 K-POP, K-DRAMA의 선호가 한국산 제품군의 구매의도에 더 높게 긍정적인 영향을 보였다. 세 번째, 문화마케팅에 대한 선호도가 상당히 높게 나타났다. 필리핀의 대학생, 대학원생들은 문화마케팅을 선호하고 구매의도에 영향력을 미치는 매개효과가 K-POP, K-DRAMA 모든 콘텐츠에서 나타났다. 이러한 논의를 바탕으로 본 연구는 현지 기업이나 진출을 계획하고 있는 기업들이 한류를 활용한 제품 마케팅에 필요한 실증적 데이터로써 유용하게 쓰일 수 있을 것이라 기대 한다.

영문 초록

The Korean Wave has contributed to the positive image of South Korea among people around the world with its values beyond a mere cultural trend. This study set out to analyze the consumption patterns of Korean Wave content according to the cultural characteristics of countries accepting the Korean Wave and also its economic ripple effects to other industries, thus proposing some alternatives to its continuity and expandability. Differentiated from the previous studies that focused on suppliers, the present study conducted a custom research from the perspective of glocalization strategy by taking into account the cultural characteristics of countries that enjoyed the Korean Wave content. The study picked the Philippines, which was not considered as a subject in the previous studies, as the subject country by considering its expansion stage of the Korean Wave, unique cultural characteristics, and economic exchanges with South Korea in size. The study analyzed the cultural characteristics of the Philippines to analyze the effects of the characteristics of countries to accept the Korean Wave on people’s intention to purchase South Korean products and found that it had a high tendency of indulgence, low tendency of uncertainty avoidance, and low tendency of universalism. Those cultural characteristics were used to identify the Philippine people’s attitude toward laws and regulations as a common factor and analyze it as a characteristic of Philippine consumers. The tendencies of Philippine consumers were examined according to their preference for K-pop and K-drama via the legal distribution channels and their preference for K-pop and K-drama via the illegal distribution channels to figure out the impacts on their intention to purchase South Korean products. The investigator set cultural marketing preference to check mediating effects between content preference and purchase intention and selected electronics, food and beverage, and fashion products as the subject product groups based on the previous studies to check its economic ripple effects. A survey was taken in Angeles City with undergraduate and graduate students at Holy Angel University and Angeles University located in the city. Exploratory factor analysis was carried out with Statistical Package for the Social Sciences, SPSS 20.0, and AMOS 20.0 to set independent, dependent, and mediating variables. The study also conducted multiple regression analysis to analyze the impacts of Korean Wave content preference on purchase intention and structural equation modeling analysis to test the mediating effects. The analysis results were as follows: first, the Philippine consumers showed the highest purchase intention for electronics, fashion products, and food and beverage in the order due to their K-pop preference and the highest purchase intention for food and beverage, electronics, and fashion products in the order due to their K-drama preference. K-drama preference led to greater purchase intention for South Korean products than K-pop preference. Secondly, preference for K-pop and K-drama via the legal distribution channels had more positive effects on their purchase intention for South Korean products than the illegal distribution channels. Finally, preference for cultural marketing was considerably high. The Philippine undergraduate and graduate students have the mediating effects of favoring cultural marketing and influencing purchase intention across all the contents of K-pop and K-drama. Based on those discussions, the study first proposed marketing strategies and plans for product categories according to the Korean Wave content in vogue in certain periods. Secondly, the study analyzed the economic ripple effects of illegal content and offered some alternatives to eradicate illegal content distribution. Finally, the study proposed corporate management strategies and plans by considering the Philippine people’s favorable feelings for cultural marketing through

목차

I. 서 론

II. 필리핀 한류 실태

III. 선행연구 검토 및 이론적 배경

IV. 실증분석

V. 결론 및 제언

참고문헌

키워드

문화마케팅 필리핀 문화 한류 경제 한류 구매의도 Culture Korean Wave Philippines Economic Korean Wave cilture marketing purchase intention