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The Effect of Korean culture familiarity of foreign tourists on the Korean consumer behavior
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  • Journal title : Journal of Digital Convergence
  • Volume 14, Issue 5,  2016, pp.197-205
  • Publisher : The Society of Digital Policy and Management
  • DOI : 10.14400/JDC.2016.14.5.197
 Title & Authors
The Effect of Korean culture familiarity of foreign tourists on the Korean consumer behavior
Jung, Young Mi;
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The purpose of this study is to examine the relationship among subjective norms, attitude, perceived behavioral control, action intended with Korean culture familiarity using extended behavior model. To test hypotheses structural equation model was used. The results are shown as follows: Korea culture familiarity influences significantly attitude, and subjective norms also influences attitude and perceived behavioral control. In addition, attitude and perceived behavioral control influence significantly action intended. Development Korean food Program and events that combines Korean culture will affect the eating behavior of foreign tourists and the Globalization of Korean Food.
Korean culture Familiarity;Extended planned behavior model;Korean foods;Attitude;Subjective norms;Action intended;
 Cited by
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