AUTHOR=Jeon Jong-Hwan , Byon Kevin K. , Song Hyunseok , Park Sung-Bae Roger 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 JOURNAL=Frontiers in Psychology VOLUME=13 YEAR=2022 URL=https://www.frontiersin.org/journals/psychology/articles/10.3389/fpsyg.2022.788257 DOI=10.3389/fpsyg.2022.788257 ISSN=1664-1078 ABSTRACT=

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.