The effects of television viewing, cultural proximity, and ethnocentrism on country image

• Jae-Woong Yoo

  Eulji University

• Samsup Jo

  Sookmyung Women’s University

• Jaemin Jung

  Korean Advanced Institute of Science and Technology

We explored the effect of viewing Korean drama miniseries television programs, along with cultural proximity and ethnocentrism, on Japanese and Chinese television watchers’ perceptions of Korea. By conducting a survey in Beijing and China with 621 valid samples, we confirmed the effect of viewing Korean drama miniseries television programs in shaping a positive attitude toward Korea. Furthermore, this positive attitude yielded higher levels of behavioral intentions such as visiting Korea or buying Korean products. Cultural proximity was also found to be a significant variable in predicting positive attitudes toward Korea. However, contrary to the findings in previous studies, in this study the effect of ethnocentrism was not significant.

1. Jae-Woong Yoo, Eulji University
   Department of Public Relations and Design
2. Samsup Jo, Sookmyung Women’s University

   Department of Public Relations and Advertising

3. Jaemin Jung, Korean Advanced Institute of Science and Technology
   Graduate School of Information and Media Management

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