We conducted a local survey targeting 300 Filipino consumers and analyzed them through multi-regression to help with the sales strategy of Korean agricultural products in the Philippine market. First, the Korean Wave image and K-food image were statistically significantly related to the intention to purchase Korean agricultural products. A significant positive (+) effect was found, and when Korean Wave stars were used as variables, the intention to purchase Korean agricultural products was strengthened. Therefore, the results of this study are believed to provide practical implications.

1. 서 언
2. 이론적 배경 및 가설설정
    1) 한류이미지
    2) K-Food 이미지
    3) 구매의도
    4) K-Star 노출정도
3. 연구 방법
4. 연구 결과
    1) 연구대상의 특성
    2) 신뢰도 및 상관관계
    3) 다중회귀분석
    4) 조절분석
5. 고 찰
REFERENCES

• 임덕순(단국대학교 과학기술대학) | Duk-Soon Yim (Dankook University Cheonan dandero 119, Korea) Corresponding author