Article2018

The influence of cultural familiarity on Tanzanian millennials’ perceptions of Korea: the mediating roles of involvement

25 citations0/0 files storedAsia Pacific Journal of Tourism Research

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Asian Culture and Media Studies Diverse Aspects of Tourism Research Consumer Behavior in Brand Consumption and Identification

Abstract

The purpose of this study was to examine the interrelationships between cultural familiarity (CF), Korean cultural involvement (KCI), involvement with Korean celebrities (IKC), attitude toward a country (ATCOUN), and word-of-mouth (WOM) toward Korea. Survey data were collected from 358 Tanzanian college students within Tanzania in March of 2017. The findings reveal that CF exerted a positive and significant influence on KCI, IKC, and ATCOUN. Moreover, KCI positively and significantly forms both IKC and ATCOUN. Additionally, IKC was a positive influence on ATCOUN. ATCOUN was demonstrated to be a significant predictor of WOM, while KCI was demonstrated to act as a partial mediator between CF and ATCOUN. IKC was a partial mediator between CF and ATCOUN. IKC was a full mediator between KCI and ATCOUN.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1988Structural equation modeling in practice: A review and recommended two-step approach.1988On the Evaluation of Structural Equation Models 1980Understanding Attitudes and Predicting Social Behavior 2001Nature and Operation of Attitudes 1983Advances in Consumer Research 2001On the Use of College Students in Social Science Research: Insights from a Second-Order Meta-analysis 2001Image variations of Turkey by familiarity index: informational and experiential dimensions

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