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KMID : 0665420180330060501
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Korean Journal of Food Culture
2018 Volume.33 No. 6 p.501 ~ p.511
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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 -
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Lee Mi-Ok
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Abstract
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Studies with various types of approach is required for the globalization of Korean Food. As a part of the study, the objective of this study are 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 affects their preference, satisfaction level and repurchase intention on Korean food the most. Results show that the higher K-Wave, K-Drama, K-Pop and K-Friend preferences, the stronger effect on 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 for 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 preferences for K-Wave and K-Drama, as well as various attempts to improve preference for K-Friend are required for the globalization of Korean Food.
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KEYWORD
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K-Friend, K-Food, Korean food preference, Korean food repurchase, Korean food satisfaction
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