Effect of Korean Wave Towards Purchase Decision on Korean Foods of Consumers in EEC: Mediating Role of South Korea Country Image

Abstract

          This research article aimed to investigate: (1) the direct influence of Korean wave on purchase decisions on Korean foods of consumers in EEC;    2) the direct influence of Korean wave on South Korean image; 3) the direct influence of South Korean image on purchase decisions on Korean foods of consumers in EEC; and 4) the mediating effect of South Korean image on the relationship between the Korean wave and purchase decisions on Korean foods of consumers in EEC. This study employed a quantitative research design using a questionnaire as the data collection instrument. The study used 400 respondents who had purchased Korean food in the EEC, selected through stratified random sampling. The statistical methods were percentage, mean, multiple regression analysis, and the Sobel test.

           The research findings revealed the following: (1) the Korean wave had a positive effect on purchase decisions on Korean foods of consumers in EEC; (2) the Korean wave had a positive effect on the South Korean image; (3) the South Korean image had a positive effect on purchase decisions on Korean foods of consumers in EEC; and (4) the South Koran image acted as a mediating variable in the relationship between the Korean wave and purchase decision on Korea foods of consumers in EEC.