An Impact of Image Richness on Korea on Attitude about Korean Consumer Goods in Central Asia: Mediating Role of Reliability on Entertainment Product and Product Image

摘要

Objectives: This research examines about Korean Wave in Central Asia. Especially we study relationship of Image richness on Korea and Attitude about Korean Consumer Goods. Methods/Statistical Analysis: Our data analysis has been conducted was analyzed using the structural equation modeling technique, using the AMOS and SPSS software, and we adopt the covariance-based approach. Our respondents were from Tashkent, Uzbekistan (n=377). 61.3 % of total respondents were male (n=231) and 38.7 % (n=146) were female and the mean of age was 23.87. Findings: First, image richness on Korea positive has an impact on reliability of video and music product. Second, the relationships between reliability of video/ music product and image richness on consumer goods are positive. Third, image richness on consumer goods has a positive effect on attitude on consumer goods. Moreover, the results of this study mean that reliability of video product, reliability of music product and image richness on consumer goods has a mediating role between Image richness on Korea and attitude about Korean consumer goods in central Asia. Improvements/Applications: the qualitative aspect of the country image had the halo effect, so it is important to help people come up with more images related to a country.