문화적 유사성이 K-pop 인식, 국가이미지, 및 방문의도에 미치는 구조적 관계 분석

Abstract

This study approached the cultural similarity that is a theoretical foundation of Telenovelas phenomenon to understand globalization of K-pop. The purpose of this study is to investigate the structural relationship among the cultural similarity, perception of K-pop cognition(visuality, musicality and differentiation), country image and visit intention by specifically separating cognition of K-pop into visual, musical and discriminatory part due to the nature of the acceptance of K-pop. Data were collected from university students who in Shanghai, China on December, 2011. 280 questionnaires were collected and 232 were analyzed except 48 incomplete questionnaires. Additionally, interview was conducted with Chinese tourists who visited to Korea for ‘2012 Incheon K-pop concert’. The results indicated that cultural similarities significant influenced on visuality, musicality and differentiation cognition of K-pop. Also, visuality and differentiation cognition of K-pop influenced on musicality but not on country image. Country image greatly influenced visit intention.