韓國食生活文化學會誌 제34권 제5호 (p.543-552)

인도네시아 소비자의 한국식품 구매의도 영향요인 분석

Factors Influencing Indonesian Consumers’ Intention to Purchase Korean Food
키워드 :
Indonesia consumer,Korean foods,Korean culture,purchase intention

목차

Abstract
I. 서 론
II. 연구 내용 및 방법
   1. 조사 대상
   2. 조사 내용 및 방법
   3. 분석 방법
III. 결과 및 고찰
   1. 조사대상자의 일반적 특성
   2. 한국 식품에 대한 선호도 분석
   3. 한국 문화에 대한 선호도 분석
   3. 한국식품 선호도, 한국문화 선호도 및 한국식품 구매의도의 관계 규명
IV. 요약 및 결론
References

초록

Indonesia has the largest economy in Southeast Asia and is one of the fastest growing economies of the world. This study was conducted to understand Indonesian food consumers, and to provide the marketing implications for food exporting companies in Korea. An online survey was conducted on 795 local consumers in Indonesia and the study analyzed their preference for Korean food and Korean culture. Then this study identified the relationship of these variables and consumers’ intention to purchase Korean food. The results of this study were as follows. First, Indonesian consumers had a strong preference for Ramyeon, noodles, snacks and kimchi among Korean foods. Second, the preference for Korean culture was high in a descending order of Korean dramas, cosmetics, songs and news. Third, both Korean food and Korean culture preferences showed significant differences depending on gender, age and the frequency of eating out. Lastly, analysis of the relationships among the variables showed that there is a positive relationship between Korean food preferences and Korean food purchase intentions. Further, the consumers’ Korean culture preference had a mediating effect within this relationship. The results of this study imply that marketers in Korea food companies need to consider the consumers’ preference for Korean food and Korean culture when they build proper strategies for exporting Korean foods to Indonesia.