베트남 대학생의 한류 호감도와 한식 인지도가 한식에 대한 태도와 행동 의도에 미치는 영향

• Published in: 동아시아식생활학회지, 35(4) pp. 286 - 296
• Main Author: 이예종
• Format: Journal Article
• Language: Korean
• Published: 동아시아식생활학회 01.08.2025
• Subjects: 생활과학
• ISSN: 1225-6781; 2288-8802

This study empirically analyzed the effect of Korean Wave favorability and Korean food awareness on attitudes toward Korean food among Vietnamese university students. The survey subjects were 234 Vietnamese university students residing in major Vietnamese cities including Hanoi, Da Nang, and Ho Chi Minh City, and the data were collected through structured questionnaires. The collected data were analyzed using SPSS 25.0 for frequency analysis, descriptive statistical analysis, correlation analysis, and regression analysis. Additionally, mediation analysis and hierarchical regression were conducted to examine the differential mechanisms between the emotional and cognitive pathways. The results showed that the awareness of Korean food among Vietnamese university students was generally above moderate levels, with Kimbap, Kimchi, and Tteokbokki identified as the most well-known Korean foods. Both Korean Wave favorability and Korean food awareness were found to have significant positive effects on their attitudes toward Korean food. Notably, Korean Wave favorability (β=0.58) had a greater impact on Korean food attitudes than Korean food awareness (β=0.39). However, Korean food awareness (β=0.51) showed a greater influence than Korean Wave favorability (β=0.49) with respect to the behavioral intentions toward Korean food. Mediation analysis revealed that Korean Wave favorability demonstrated a stronger indirect effect (β=0.447, 47.7% mediation ratio) compared to Korean food awareness (β=0.300, 37.1% mediation ratio), indicating differential pathway mechanisms. Vietnamese university students exhibited 39.7% higher cultural receptivity to the Korean Wave influence compared to previous cross-cultural studies. These findings suggest that when establishing globalization strategies for Korean food, the connectivity with Korean Wave content should be considered, and systematic marketing strategies targeting younger demographics are particularly necessary. This study provides empirical evidence of the interaction effects between the Korean Wave and Korean food and is expected to serve as foundational data for developing global marketing strategies for Korean food in the future. KCI Citation Count: 0