Page 27 - IJPS-6-2

Ki, et al.

3. Results

3.1. The Impact of Olympic Winter Games PyeongChang 2018 on Hallyu
The first research question addressed changes in the soft power of Hallyu, situational and enduring Hallyu involvement,
likeability of Hallyu, and the influence of Hallyu in the United States as perceived by Koreans and Americans before and after
the 2018 Winter Olympics. Testing homogeneity of variance showed that 10 of 48 analyses returned significant results. To
control the influence of demographic variables, a series of one-way ANCOVA tests was conducted to determine a statistically
significant difference between pre- and post-Olympics on the dependent variables, controlling for demographic variables
(i.e., gender, age, income, and educational level). Table 2 shows the influence of PyeongChang Olympics on Hallyu.
All the mean post-Games scores were higher than pre-Games scores across both countries’ samples, but not all
differences were statistically significant. The effects of the Games on Hallyu were higher in the Korean sample than in the
US. Variables that revealed significant differences before and after the Olympics among the Korean participants included
“cultural soft power” (M = 4.93 [pre-Olympics], M = 5.02 [post-Olympics] [F = 14.652 (1, 1853), P < 0.05]), and “the
influence of Hallyu in the US” (M = 4.37 [pre-Olympics], M = 4.47 [post-Olympics] [F = 3.670 (1, 1853), P < 0.01]).
For respondents in the United States, a statistically significant change was observed for “EIH” (M = 2.90 [before the
Olympics], M = 3.00 [after the Olympics] [F = 5.489 (1, 1497), P < 0.05]).
3.2. Perceptual Differences between Koreans and Americans

The second research question sought to address whether Koreans and Americans differ in terms of the variables tested in
this study. Table 3 shows the results of independent sample t-tests conducted to compare the responses of Koreans and
Americans collected before and after the Olympics. The mean scores of all variables for Americans and Koreans showed
significant differences. The mean scores of Koreans were significantly higher than those of Americans for all variables
measured. More specifically, “EIH” showed the greatest differences (M = 4.83 for Koreans and M = 2.90 for Americans
[F = 349.940 (2048), P < 0.05]) while “the influence of Hallyu” demonstrated the smallest differences between the groups

Table 2. Influence of PyeongChang Olympics on Hallyu.
Variable name Korea ANCOVA US ANCOVA
Pre-Olympics Post-Olympics F (df1, df2), p Pre-Olympics Post-Olympics F (df), P
(n=1057) (n=798) (n=1012) (n=517)
M (SD) M (SD) M (SD)
Cultural soft power 4.93 (1.15) 5.02 (1.02) 14.652 (1, 1853), <0.05 4.15 (1.69) 4.27 (1.72) n.s.
Situational involvement 4.68 (1.01) 4.84 (.93) n.s 3.26 (1.83) 3.30 (1.91) n.s.
Enduring involvement 4.83 (1.12) 4.95 (1.07) n.s. 2.90 (1.86) 3.00 (1.97) 5.489 (1, 1497),
<0.05
Likeability of Hallyu 4.85 (0.99) 4.87 (0.94) n.s. 3.67 (1.65) 3.72 (1.73) n.s.
Influence of Hallyu on 4.37 (1.06) 4.47 (0.98) 3.670 (1, 1853), <.01 3.83 (1.68) 3.95 (1.68) n.s.
U.S.

Table 3. Perceptual differences between Koreans and Americans.
Variable name Pre-Olympics t-test Post-Olympics t-test
Korea (n=1057) US (n=1012) F (df), p Korea (n=798) US (n=7517) F (df), P
M (SD) M (SD)
Cultural soft power 4.93 (1.15) 4.15 (1.69) 147.119 (2066), <0.05 5.02 (1.02) 4.27 (1.72) 179.707 (1313), <0.05
Situational involvement 4.68 (1.00) 3.26 (1.83) 849.624 (2066), <0.05 4.85 (0.93) 3.30 (1.91) 458.770 (1313), <0.05
Enduring involvement 4.83 (1.12) 2.90 (1.86) 349.940 (2048), <0.05 4.95 (1.07) 3.00 (1.97) 387.540 (1305), <0.05
Likeability of Hallyu 4.85 (0.99) 3.67 (1.65) 266.355 (2029), <0.05 4.874 (0.936) 3.72 (1.73) 255.458 (1293), <0.05
Influence of Hallyu on 4.37 (1.06) 3.83 (1.68) 203.669 (2056), <0.05 4.469 (0.983) 3.95 (1.68) 138.102 (1308), <0.05
U.S.

International Journal of Population Studies | 2020, Volume 6, Issue 2 21