한국기업의 모바일 캐릭터 특성이 호감도와 국가이미지 및 한국방문의도에 미치는 영향 - 라인이나 카카오특을 사용하는 일본인을 중심으로 -

Abstract

The purpose of this study is to empirically study the effect of characteristics of Korean mobile character on favorability and national image, and favorability and national image on intention to visit Korea. A total of 158 questionnaires were used for empirical analysis by surveying Japanese people living in Japan and using Line or KakaoTalk for empirical research. For the empirical analysis, frequency analysis, factor analysis, reliability analysis, and regression analysis were performed using SPSS 22.0. As a result of factor analysis, the characteristics of Korean mobile characters were classified into familiarity, attractiveness, and self-image congruence. Favorability, national image, and visit intention were divided into single dimension. As a result of the hypothesis test, familiarity, attractiveness, and self-image congruence among the characteristics of Korean mobile character had a significant influence on favorability to Korea and self-image congruence were studied to have a significant effect on the national image of Korea. Favorability for Korea had a significant effect on Korea's national image and a significant influence on the intention of visiting Korea. In addition, the national image of Korea had a significant effect on the intention to visit Korea.