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논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2013.1
- 수록면
- 1 - 22 (22page)
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This study aims to seek an effective way to attract Chinese students that contribute to the development of Korean educational industry in various aspects including economics. In order to verify this, the questionnaires were distributed to the Chinese college university students of Shandong, in China, who recognized the Korean wave, and among those questionnaires, 295 were analyzed for this research. To this end, moderating effect of the involvement and Korean Wave is verified to provide useful suggestions for attracting potential Chinese students and thus to contribute to the development of Korean educational industry and improve the national brand image and school brand image as well. In particular, this study examines the role of the involvement of studying abroad and attitude toward Korean Wave in recognizing Korea as a proper place to study among college students in Shandong, China, geographically adjacent to Korea. The findings are as follows: First, it turned out that both the national brand image and school brand image have significant, positive influence on the intention of studying in Korea, and that the national brand image have the higher multiple regression coefficient than the school brand image. Second, the moderating effect of Korean Wave was empirically proved as the national brand image affects the intention of studying in Korea. Third, the moderating effect of involvement was empirically proved as the school brand image affects the intention of studying in Korea. Thus, the involvement and Korean Wave should be taken into consideration with regard to marketing strategies to attract potential Chinese students.
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