The purpose of this study was to investigate the moderating effects of players' ethnocentrism in the relationship between Taekwondo globalness and nation brand image creation based on the experiences of electronic Hogu users. A total of 500 qusetionnaires were distributed in the Taekwondo game from September to November of year 2016. After excluding questionnaires with missing answers, 425 questionnaires were used for analyses. Descriptive analysis, confirmatory factor analysis, Person’s correlation analysis, structural equation modeling(SEM) and multiple group analysis were conducted to achieve the research purpose. Based on the analyses results, several facts were found. Firstly, Taekwondo globalness had a significant influence on sentient, emotional, cognitive, behavioral, relational experience of user experience. Secondly, sentient experience had a significant influence on nation brand image creation and emotional, cognitive, behavioral, relational experience did not have a significant influence on nation brand image creation. Thirdly, the moderating effect of players' ethnocentrism was found to be statistically significant in the relationship between Taekwondo globalness and nation brand image creation through user experience of electronic Hogu.
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