|
KMID : 0665420190340050543
|
|
Korean Journal of Food Culture
2019 Volume.34 No. 5 p.543 ~ p.552
|
|
|
Factors Influencing Indonesian Consumers’ Intention to Purchase Korean Food
|
|
Jeong Jin-Yi
Choi Young-Min
|
|
|
Abstract
|
|
|
Indonesia has the largest economy in Southeast Asia and is one of the fastest growing economies of the world. This studywas conducted to understand Indonesian food consumers, and to provide the marketing implications for food exportingcompanies in Korea. An online survey was conducted on 795 local consumers in Indonesia and the study analyzed theirpreference for Korean food and Korean culture. Then this study identified the relationship of these variables and consumers’intention to purchase Korean food. The results of this study were as follows. First, Indonesian consumers had a strongpreference for Ramyeon, noodles, snacks and kimchi among Korean foods. Second, the preference for Korean culture washigh in a descending order of Korean dramas, cosmetics, songs and news. Third, both Korean food and Korean culturepreferences showed significant differences depending on gender, age and the frequency of eating out. Lastly, analysis of therelationships among the variables showed that there is a positive relationship between Korean food preferences and Koreanfood purchase intentions. Further, the consumers’ Korean culture preference had a mediating effect within this relationship.
The results of this study imply that marketers in Korea food companies need to consider the consumers’ preference forKorean food and Korean culture when they build proper strategies for exporting Korean foods to Indonesia.
|
|
|
KEYWORD
|
|
|
Indonesia consumer, Korean foods, Korean culture, purchase intention
|
|
|
FullTexts / Linksout information
|
|
|
|
|
|
Listed journal information
|
|
|
|