지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
초록· 키워드
오류제보하기
This study attempted to complexly identify the awareness on Korea as the people of Russia, the awareness on Korean wave(Hallyu) as Russia.s culture recipient, and the attitude on Korean products as a Russian consumer, and its purpose was to understand the way national image and culture works in the motivation to purchase Korean products.
To conduct empirical analysis on the subjective cognition structure of Russian consumers, surveys were conducted on 50 Russians, and as a result of conducting analysis by applying Q-methodology, five types have been derived: Each of the types: ‘ Korean brand enthusiast type’, ‘Russia value-oriented type’, ‘Korea-Russia neutral type’, ‘cultural consumption envying type’, and ‘Korean brand preference type’ were characterized by their image of Korea, their information power regarding Korea and level of emphasizing Russian tradition, evaluation on Korean products, preferred products out of domestic products and foreign products, and extent of open attitude towards culture, and extent of experiencing Hallyu and level of interest. In the meantime, the common points of five types have appeared as the national image impacting the purchase of products, and therefore, the researchers were able to identify that the brand image of Korea has taken a significant effect on the Russians’ purchasing behavior.
To conduct empirical analysis on the subjective cognition structure of Russian consumers, surveys were conducted on 50 Russians, and as a result of conducting analysis by applying Q-methodology, five types have been derived: Each of the types: ‘ Korean brand enthusiast type’, ‘Russia value-oriented type’, ‘Korea-Russia neutral type’, ‘cultural consumption envying type’, and ‘Korean brand preference type’ were characterized by their image of Korea, their information power regarding Korea and level of emphasizing Russian tradition, evaluation on Korean products, preferred products out of domestic products and foreign products, and extent of open attitude towards culture, and extent of experiencing Hallyu and level of interest. In the meantime, the common points of five types have appeared as the national image impacting the purchase of products, and therefore, the researchers were able to identify that the brand image of Korea has taken a significant effect on the Russians’ purchasing behavior.
목차
Ⅰ. 서론
Ⅱ. 이론적 배경
Ⅲ. 연구방법
Ⅳ. 분석결과
Ⅴ. 결론
참고문헌
Abstract
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UCI(KEPA) : I410-ECN-0101-2014-300-003420459