本研究探討了亞洲化現象及其對比利時消費者對亞洲食品的影響。研究採用定量方法，通過在線調查收集數據，調查內容包括亞洲媒體消費、亞洲經濟存在、過去和未來在亞洲的旅遊經歷以及比利時消費者對亞洲食品的態度和行為。比利時 16 歲及以上居民的不同樣本參與了研究，為瞭解他們的偏好和看法提供了依據。結果顯示，接觸亞洲媒體與對亞洲食品的積極態度之間存在明顯的正相關關係。同樣，重要的亞洲經濟存在也與較積極的態度相關。儘管在數據分析中，亞洲旅遊業的影響較弱，但它仍對消費者對亞洲食品的態度產生了促進和影響。研究表明，營銷人員、商業領袖和政策制定者可以從瞭解這些消費者的偏好中獲益，從而調整他們的戰略和舉措。總之，本研究有助於理解文化全球化及其在亞洲化背景下對消費者行為的影響.

This research explores the Asianization phenomenon and its implications on Belgian consumers' attitudes towards Asian food. Data was collected using a quantitative approach through an online survey covering Asian media consumption, Asian economic presence, previous and future tourism experiences in Asia, and Belgian consumers’ attitude towards Asian food. A diverse sample of Belgian residents aged 16 and above participated in the study, providing insight into their preferences and perceptions, 105 responses were collected and analyzed on SPSS. The results revealed a significant positive relationship between exposure to Asian media and positive attitudes toward Asian food. Similarly, an important Asian economic presence is correlated with more positive attitudes. Although upon data analysis, Asian tourism showed a weaker effect, it nonetheless contributes and impacted to consumers' attitudes towards Asian food. The study suggests that marketers, business leaders, and policymakers can benefit from understanding these consumers’ preferences to adapt their strategies and initiatives. Ultimately, this study helps to understanding cultural globalization and its dynamics for consumer behavior in the context of Asianization.

Thesis Validation Letter i
Acknowledgment ii
Abstract (Chinese) iii
Abstract (English) iv
1. Introduction 1
1.1.1. Research Objectives & Questions 2
2. Literature Review 4
2.1. Introduction 4
2.2. Asian Century 4
2.2.1. The East-Asian Miracle 5
2.2.2. Southeast Asian Development 5
2.3. Cultural Globalisation 7
2.3.1. Asian Wave 8
2.3.2. From Westernisation to Asianization 9
2.4. Asian Media and Its Global Influence 10
2.5. Asian Economic Presence Globally and in Europe 12
2.6. Tourism in Asia 14
2.7. Asian Food 15
2.8. Hypothesis development 17
2.9. Theoretical framework 19
2.10. Research Gap 19
3. Methodology 21
3.1. Introduction 21
3.2. Research Design 21
3.3. Data Collection Strategy 22
3.3.1. Data Source 22
3.3.2. Sampling methods 22
3.3.3. Questionnaire Design 23
3.4. Operationalization 24
4. Analysis 26
4.1. Sample Description 26
4.2. Reliability Testing 29
4.3. Correlation analysis 33
4.4. Hypothesis Testing 34
4.5. Results Summary 36
5. Conclusion 37
5.1. Discussion 37
5.2. Limitations 38
5.3. Contributions 39
5.4. Suggestions for further research 40
References 41
Appendix 44

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