한국 콘텐츠 소비가 베트남 소비자들의 구매의도와 국가이미지 인식에 미치는 영향에 대한 탐색적 연구

초록

South Korea and Vietnam has a close relationship in trade and cultural exchange. However, previous studies scarcely explore how Korean dramas, movies, and music influence Vietnamese consumers’ views on Korean products and the image of Korea. In addition, unlike studies focused on student samples, this research targeted the general public, offering more comprehensive insights. With limited existing research in this area, the findings become essential for businesses and academics, providing crucial insights into the cross-cultural impact on consumer behavior, especially considering the strategic ties between Korea and Vietnam in trade and cultural exchange. Thus, this study examines the impact of Korean media contents on attitude toward Korean product brand, national image, and ethnocentrism. Specifically, this study focused on Korean dramas, movies, and music. For this purpose, 192 Vietnamese consumers were recruited using convenience sampling. A survey was conducted on from July 1st to July 30th 2022 at Hochimin District 1 areas. The collected data were processed using linear regression analysis. The findings revealed a significant impact of experiences with Korean music on shaping both brand attitudes toward Korean products and national image. Conversely, no discernible effects were observed for film and drama in this context. Notably, as Vietnamese respondents aged, there was a corresponding increase in favorable brand attitudes and perceptions of the Korean nation. This study highlights the need for future research diversification, urging a closer examination of various Korean Hallyu contents beyond music, such as webtoons, novels, television programs, fine arts, and Korean cuisine.

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