한류 콘텐츠 관여수준에 따른 온라인 커뮤니티 참여, 브랜드 사랑, 방문 의도 간 구조적 관계

Abstract

Recently, the Korean wave craze has boosted variables of Korean cultural content and this wave is a major part of Korean culture. The purpose of this study is to investigate the involvement of the Korean wave in online community participation, Korean brand love, and the intention to visit. To this end, a survey study was conducted usin Online taekwondo Community members focused on the typical Korean content of ‘taekwondo’. We setup a structural model to utilize the survey results and to prove the following hypothesis: People who have positive involvement in the Korean wave engage in more favorable online community participation, have more Korean brand love, and intend to visit more often. Results show that involvement in the Korean wave leads to online community participation, which in turn improves Korean brand love. It is also found that online community participation and Korean brand love positively affect the intention to visit Korea. The commitment of the community also plays a significant moderating role between online community participation and Korean brand love. This study also proposed suggestions for future research.