韓劇和購買韓國產品的相關關係-以臺灣大學生中心

• 영문명: The Interrelationship between Korean TV Drama and Korean Product Purchase intention for the university students of Taiwan
• 발행기관: 융합관광콘텐츠학회
• 저자명: 송소라(So Ra Song) 송두석(Doo Seok Song) 김성동(Sung Dong Kim)
• 간행물 정보: 『융합관광콘텐츠연구』제4권 제1호, 1~16쪽, 전체 16쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2018.06.30

영문 초록

This study tried to find out the Interrelationship between Korean TV Drama and Korean Product Purchase intention for the university students of Taiwan. The results of this study show that Korean TV drama partially influences on Purchase intention, with Korean brand image and National image cognitive mediating effect. The findings found that the higher frequency that people watch Korean TV drama, the more positive affects to Korean product s brand image, the national image as well as purchase intention would be relatively higher.

목차

1. 緒論

2. 探討文獻

3. 研究設計

4. 結論與建議

5. 結論與建議

References

키워드

Korean TV Drama Brand Image National Image Purchase Intention