An Empirical Study on the Effects of Ethnocentrism and Hostility on Korean Exports: Focusing on Moderating Variables in Korean Foreign Policy

As the foreign policy disputes between Korea and China continued, China's economic retaliation against South Korea could be said to have been carried out step by step. Therefore, the hostility of the Chinese government and consumers to Korea is increasing, and the tendency of ethnocentrism is strengthened, which can be explained as the reason for Korea's export deficit to China. Therefore, this study aims to examine how ethnocentrism and hostility, which is the cause of Chinese consumers' negative perception and attitude toward Korean products, affects Korean exports through the intervention of Korean foreign policy. In addition, the purpose of this study is to present two possible research models on whether Korea's exports will increase by using Korea's foreign policy as a moderating variable and to empirically analyze them. The results of this study are as follows: First, Chinese consumers' ethnocentrism influences the purchase of products exported to Korea, resulting in a decrease in exports. Additionally, Chinese consumers' ethnocentrism is influenced by Korea's foreign policy. can do. When analyzing Korea's foreign policy as a moderating variable, it is shown that exports to Korea tend to decrease as there is no intention to purchase Korean export products according to the ethnocentrism of Chinese consumers. Second, the effect of Chinese consumers' hostility toward Korea on the export effect shows a positive (+) effect, meaning that even if Chinese consumers have hostility toward Korea, they are not affected by Korean product exports. However, it can be said that the hostility of Chinese consumers is influenced by Korea's foreign policy, and when analyzed using Korea's foreign policy as a moderating variable, there is no intention to purchase Korean export products according to Chinese consumers' hostility, so Korean exports It can be seen that there is a decreasing phenomenon.