A Study on the Effect of Attitude toward the Product on the Product Production Country Image: Mediating Effect of Cultural Openness and Attitude toward Korean Wave Cultural Contents

Towards a Korean Sustainable Business Model at National Level: The Influence of Cultural and Political Perceptions of National Image on Consumers’ Behavior

“…To begin, we have confirmed that national image meaningfully affects intention to recommend. This finding is in line with previous studies, which have suggested that national image had a significant positive effect on consumer behavior [12,19,21,22]. We then turned to the two ideational variables: perceptions of cultural heritage and PF.…”

“…In this respect, the THAAD (Terminal High Altitude Area Defense) dispute between Seoul and Beijing could be yet another representative example that demonstrates the importance of the role of PF in constructing an SBM at a state level. Since Korea announced the deployment of the THAAD missile defense system, which China strongly opposed, Korean products have been hit by the Chinese consumer boycott [12]. Given the preceding discussion, two hypotheses can be deduced: Hypothesis H2b.…”

“…In the case of Korea, its national image is found to be significant in forming the behavior of overseas consumers [12]. Researchers have also found that, regardless of whether it is analyzed at a micro or macro level, national image has a positive effect on brand attitude [22], meaning that consumer attitude toward products are in general affected by the image of the state that produces the items.…”

“…Despite the relative absence of the literature dealing with SBMs from the perspective of PF [13,16], by investigating Chinese consumers' behavior toward Korean products, Shen et al [12] observed that the consumers were more likely to embrace the contentproducing country's products when the relationship between the two countries was better. On the flip side of the coin, Klein et al [38] (p. 89) found that "animosity toward a foreign nation" negatively affected consumers' attitudes toward products produced by the country, irrespective of product quality.…”

“…Despite a surge of studies on the Korean Wave and its impacts, however, most studies have focused either on the concept of the Korean Wave itself or on its influence [9][10][11][12], and whether it acts as an independent variable or has a moderating effect. Less attention has been paid to the potential links between the phenomenon and the construction of a potential SBM as a macro-level scheme.…”