A study on the Relationship among Cultural Products, Country Image and Overseas Studying Intention

[[abstract]]由於少子女化，我國教育產業面臨空前的危機。為了提出解決這項教育危機的可行方案，本研究參考過去文化產品與國家形象的文獻，提出出口文化產品以提升國家形象，進而吸引外籍生來我國留學，而解決我國教育產業困境的模型。 為了支持此理論模型，本研究發放問卷給國內中學生及大學生，迴歸分析之結果顯示，中學生及大學生觀看韓劇與收聽韓國流行音樂的時間正向影響消費者心目中的韓國國家形象；而韓國國家形象愈好，消費者到韓國留遊學的購買傾向就愈高。此外，觀看韓劇與收聽韓國流行音樂也可以直接影響到至韓國留遊學的購買傾向，而不透過國家形象的效果。模型因而獲得支持。因此，台灣亦可透過出口文化產品，例如戲劇與流行音樂，而提升我國的國家形象，進而吸引外籍學生來台留遊學，減輕我國少子女化造成的教育產業困境。 Due to the lower birth rate and fewer children, Taiwan’s educational industry encounter great difficulties. In order to find feasible policies of solving this problem, this study referred to the literature of cultural product and country image, and then establishing a model arguing that exporting cultural products can raise country image and attract foreign students to study in our country; therefore, it can solve the difficulties of Taiwan’s educational industry. In order to support this theoretical model, the survey of this study was done by middle school and college students in Taiwan. The result of regression analysis showed that the length of time that middle school and college students watch Korean dramas and listen to K-POP positively influences Korean country image in customers’ mind. The better Korean country image is, the higher the customer’s purchase intention toward going study in Korea is. So, the model is empirically supported. Therefore, Taiwan can also improve country image by exporting cultural products, like dramas and popular music, so that Taiwan can attract foreign students to come here to study and decrease the difficulty of the educational industry that is caused by the lower birth rate