Structural Relationships among On-line Community Participation, Brand Love and Visit Intention According to the Involvement of "Korean Wave" Contents: The Case of the Taekwondo Community
한류 콘텐츠 관여수준에 따른 온라인 커뮤니티 참여, 브랜드 사랑, 방문 의도 간 구조적 관계 - 태권도 커뮤니티를 사례로 -

Jin-Sung Choi, Sung-Hyup Hyun
2017 Journal of Tourism Sciences  
Recently, the Korean wave craze has boosted variables of Korean cultural content and this wave is a major part of Korean culture. The purpose of this study is to investigate the involvement of the Korean wave in online community participation, Korean brand love, and the intention to visit. To this end, a survey study was conducted usin Online taekwondo Community members focused on the typical Korean content of ' taekwondo' . We setup a structural model to utilize the survey results and to prove
more » ... esults and to prove the following hypothesis: People who have positive involvement in the Korean wave engage in more favorable online community participation, have more Korean brand love, and intend to visit more often. Results show that involvement in the Korean wave leads to online community participation, which in turn improves Korean brand love. It is also found that online community participation and Korean brand love positively affect the
doi:10.17086/jts.2017. fatcat:4iciu5qqzfgadlitn7gvh66uyi