文化浪潮對食品產業出口的影響：韓流與台灣新興浪潮的 比較分析

Abstract

韓流（Hallyu）已成為一種全球文化現象，不僅提升了韓國的國家形象，還帶來了顯著的經濟效益，特別是在食品產業中。同樣，台灣新興的「台流」（T-wave）也展現出類似成功的潛力。本研究以韓流作為比較模型，探討文化形象、國家形象與食品購買意圖在韓國與台灣之間的關係，評估台灣的文化與經濟潛力。 透過對韓國與台灣受訪者的調查，本研究發現兩群體在文化與國家形象對食品購買意圖的影響上存在顯著差異。研究指出，台灣文化的認知度相較於韓國文化較低，並強調策略性推廣對提升台灣文化能見度與經濟影響力的重要性。藉由發揮台灣在全球半導體產業中的經濟領導地位，台灣有機會放大其文化內容與食品出口的影響力。例如，韓國人對台灣的正面經濟印象顯著增強了他們對台灣文化的認同以及食品購買意圖。 本研究對於文化與經濟形象如何交互影響消費行為提供了更廣泛的理解，並為台灣提升其文化與美食在國際舞台上的地位提供了實用的見解。

The Korean Wave (Hallyu) has become a global cultural phenomenon, elevating Korea’s national image and driving significant economic benefits, particularly in the food industry. Similarly, Taiwan’s emerging “T-wave,” shows potential to achieve comparable success. This study explores the relationships between cultural image, national image, and food purchase intentions in Korea and Taiwan, using Hallyu as a comparative model to assess Taiwan's cultural and economic potential. Through surveys conducted with Korean and Taiwanese respondents, the study identifies notable differences in how cultural and national images influence food purchase intentions across the two groups. The study underscores the lower recognition of Taiwanese culture compared to Korean culture and highlights the importance of strategic promotion to enhance Taiwan’s cultural visibility and economic influence. Leveraging Taiwan’s strong economic image, particularly its global leadership in the semiconductor industry, presents an opportunity to amplify its cultural content and food exports. For instance, Koreans’ positive economic perception of Taiwan significantly enhances their cultural affinity and food purchase intentions. The research contributes to the broader understanding of how cultural and economic images intersect to influence consumer behavior and provides actionable insights for Taiwan to elevate its cultural and culinary presence on the international stage.