The Impact of Korean Wave on the Purchase Intention of Korean Cosmetics of Thai People in Bangkok and Chonburi, Thailand

au.link.externalLink [Full Text] (https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3042116)
dc.contributor.author Son, Sunmi
dc.contributor.author Thongdee Kijboonchoo
dc.date.accessioned 2018-08-09T07:38:03Z
dc.date.available 2018-08-09T07:38:03Z
dc.date.issued 2017
dc.description.abstract Nowadays Korea is well known by its popular culture, such as, TV dramas and pop music, called as "Korean Wave", which the Korean government has considered as soft power for enhancing exports. This study aims to investigate the impact of Korean wave on the purchase intention of Korean cosmetics. Korean wave in this study consists of three variables which are sympathy and empathy induced by Korean dramas, the attractiveness of Korean celebrities. The country image of Korea, brand awareness and brand equity of Korean cosmetics are also examined as mediating variables. 398 data were collected from women in Bangkok and Chonburi, Thailand. They have experienced Korean wave. A survey questionnaire method was employed. Pearson correlation was used to test the hypotheses. The results show that Korean wave has a positive impact on the country image of Korea, and positive country image can increase the purchase intention of Korean cosmetics. Thus, Korean wave can be a soft power of Korea which can promote country image and exports. These findings can be used as guidelines for the Korean government and Korean companies for sustainable growth of industries related to Korean wave. en_US
dc.format.extent 8 pages en_US
dc.format.mimetype application/pdf en_US
dc.identifier.citation PSAKU International Journal of Interdisciplinary Research (PSAKUIJIR), Vol. 5, No. 2, (July-December 2016)
dc.identifier.uri https://repository.au.edu/handle/6623004553/21217
dc.language.iso eng en_US
dc.rights.holder Son, Sunmi en_US
dc.rights.holder Thongdee Kijboonchoo en_US
dc.subject Korean wave en_US
dc.subject Korean cosmetics en_US
dc.subject Purchase intention en_US
dc.subject Country image en_US
dc.subject Brand equity en_US
dc.title The Impact of Korean Wave on the Purchase Intention of Korean Cosmetics of Thai People in Bangkok and Chonburi, Thailand en_US
dc.type Text en_US
mods.genre Article en_US
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