Building on the stimulus-organism-response (SOR) framework, we proposed and tested a hypothesized model examining the effect of core service quality on national image and related behavioral intentions (i.e., intention to visit Korea and intention to purchase Korean products). Using 286 samples collected from Nakhon Ratchasima, Thailand, during the Korea-Thai Super Match, we conducted confirmatory factor analysis (CFA) and structural equation modeling (SEM) to examine the measurement model and the hypotheses, respectively. The results revealed that player attractiveness and emotional experience positively affected national image and behavioral intentions (i.e., intention to visit Korea and purchase Korean products). The findings stress that foreign spectators' attitudes toward Korean women's volleyball could translate into consumption behaviors (i.e., visits and Korean products) through the national image.
Keywords: Korean Wave; behavioral intentions; core service quality; national image; stimulus-organism-response.
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