한류 속성이 창업의도에 미치는 영향 : 브랜드 인지도의 매개효과와 디지털 상호작용역량의 조절효과를 중심으로

초록

In recent years, the Hallyu ecosystem—centered on K-pop, K-drama, K-beauty, K-food, and K-medical—has expanded rapidly in the global market, creating new service models and broadening the foundation for entrepreneurial activities. As this trend accelerates, a systematic analysis of how Hallyu attributes relate to entrepreneurial activities is increasingly required for the sustainable growth of the entrepreneurial ecosystem. Against this backdrop, the present study empirically investigates the effects of Hallyu attributes, conceptualized across four dimensions—glocal suitability, fandom participation, platformization, and soft power—on entrepreneurial intention. The study further examines the mediating role of brand image and the moderating role of digital interaction capability in the relationship between Hallyu attributes and entrepreneurial intention. To achieve these objectives, an online survey was administered to 301 prospective and current entrepreneurs. Reliability analysis, exploratory and confirmatory factor analyses, and structural equation modeling were conducted using SPSS and AMOS. In addition, the mediating effects were tested through 2,000 bootstrapping iterations, and the moderating effects were assessed through interaction-term analysis. The key findings are as follows. First, glocal suitability, fandom participation, and soft power exerted significant positive effects on brand image, whereas platformization did not show a significant effect. Second, fandom participation, platformization, and soft power positively influenced entrepreneurial intention, while glocal suitability did not demonstrate a direct effect. Third, brand image significantly influenced entrepreneurial intention and partially mediated the relationships between glocal suitability, fandom participation, soft power, and entrepreneurial intention; however, no mediating effect was identified in the relationship between platformization and entrepreneurial intention. Moreover, digital interaction capability strengthened the relationship between brand image and entrepreneurial intention. Overall, this study provides theoretical implications by extending Hallyu research into the realm of entrepreneurial decision-making and offers practical insights by underscoring the importance of brand image management and digital interaction capability in Hallyu-based entrepreneurial endeavors.

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