The influence of core service quality associated with Korean women’s volleyball on national image and consumption engagement of Korean products: Perspective of Korean Wave in Thailand
Building on the stimulus-organism-response (SOR) framework, we proposed and tested a hypothesized model examining the effect of core service quality on national image and related behavioral intentions (i.e., intention to visit Korea and intention to purchase Korean products). Using 286 samples colle...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
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Frontiers Media S.A.
2022-07-01
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| Series: | Frontiers in Psychology |
| Subjects: | |
| Online Access: | https://www.frontiersin.org/articles/10.3389/fpsyg.2022.788257/full |
| _version_ | 1818189524845461504 |
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| author | Jong-Hwan Jeon Kevin K. Byon Hyunseok Song Sung-Bae Roger Park |
| author_facet | Jong-Hwan Jeon Kevin K. Byon Hyunseok Song Sung-Bae Roger Park |
| author_sort | Jong-Hwan Jeon |
| collection | DOAJ |
| description | Building on the stimulus-organism-response (SOR) framework, we proposed and tested a hypothesized model examining the effect of core service quality on national image and related behavioral intentions (i.e., intention to visit Korea and intention to purchase Korean products). Using 286 samples collected from Nakhon Ratchasima, Thailand, during the Korea-Thai Super Match, we conducted confirmatory factor analysis (CFA) and structural equation modeling (SEM) to examine the measurement model and the hypotheses, respectively. The results revealed that player attractiveness and emotional experience positively affected national image and behavioral intentions (i.e., intention to visit Korea and purchase Korean products). The findings stress that foreign spectators’ attitudes toward Korean women’s volleyball could translate into consumption behaviors (i.e., visits and Korean products) through the national image. |
| first_indexed | 2024-12-11T23:44:12Z |
| format | Article |
| id | doaj.art-10d820eb0fe24d93a4944adadb50fc16 |
| institution | Directory Open Access Journal |
| issn | 1664-1078 |
| language | English |
| last_indexed | 2024-12-11T23:44:12Z |
| publishDate | 2022-07-01 |
| publisher | Frontiers Media S.A. |
| record_format | Article |
| series | Frontiers in Psychology |
| spelling | doaj.art-10d820eb0fe24d93a4944adadb50fc162022-12-22T00:45:39ZengFrontiers Media S.A.Frontiers in Psychology1664-10782022-07-011310.3389/fpsyg.2022.788257788257The influence of core service quality associated with Korean women’s volleyball on national image and consumption engagement of Korean products: Perspective of Korean Wave in ThailandJong-Hwan Jeon0Kevin K. Byon1Hyunseok Song2Sung-Bae Roger Park3Department of Sports Convergence, Kyungil University, Gyeongsan, South KoreaDepartment of Kinesiology, Indiana University Bloomington, Bloomington, IN, United StatesDepartment of Sport Management, Wellness, and Physical Education, University of West Georgia, Carrollton, GA, United StatesDepartment of Sport Industry, Hanyang University, Seoul, South KoreaBuilding on the stimulus-organism-response (SOR) framework, we proposed and tested a hypothesized model examining the effect of core service quality on national image and related behavioral intentions (i.e., intention to visit Korea and intention to purchase Korean products). Using 286 samples collected from Nakhon Ratchasima, Thailand, during the Korea-Thai Super Match, we conducted confirmatory factor analysis (CFA) and structural equation modeling (SEM) to examine the measurement model and the hypotheses, respectively. The results revealed that player attractiveness and emotional experience positively affected national image and behavioral intentions (i.e., intention to visit Korea and purchase Korean products). The findings stress that foreign spectators’ attitudes toward Korean women’s volleyball could translate into consumption behaviors (i.e., visits and Korean products) through the national image.https://www.frontiersin.org/articles/10.3389/fpsyg.2022.788257/fullcore service qualitynational imageKorean Wavestimulus-organism-responsebehavioral intentions |
| spellingShingle | Jong-Hwan Jeon Kevin K. Byon Hyunseok Song Sung-Bae Roger Park The influence of core service quality associated with Korean women’s volleyball on national image and consumption engagement of Korean products: Perspective of Korean Wave in Thailand Frontiers in Psychology core service quality national image Korean Wave stimulus-organism-response behavioral intentions |
| title | The influence of core service quality associated with Korean women’s volleyball on national image and consumption engagement of Korean products: Perspective of Korean Wave in Thailand |
| title_full | The influence of core service quality associated with Korean women’s volleyball on national image and consumption engagement of Korean products: Perspective of Korean Wave in Thailand |
| title_fullStr | The influence of core service quality associated with Korean women’s volleyball on national image and consumption engagement of Korean products: Perspective of Korean Wave in Thailand |
| title_full_unstemmed | The influence of core service quality associated with Korean women’s volleyball on national image and consumption engagement of Korean products: Perspective of Korean Wave in Thailand |
| title_short | The influence of core service quality associated with Korean women’s volleyball on national image and consumption engagement of Korean products: Perspective of Korean Wave in Thailand |
| title_sort | influence of core service quality associated with korean women s volleyball on national image and consumption engagement of korean products perspective of korean wave in thailand |
| topic | core service quality national image Korean Wave stimulus-organism-response behavioral intentions |
| url | https://www.frontiersin.org/articles/10.3389/fpsyg.2022.788257/full |
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