The Impact of Korean Wave on the Purchase Intention of Korean Cosmetics of Thai People in Bangkok and Chonburi, Thailand
The Impact of Korean Wave on the Purchase Intention of Korean Cosmetics of Thai People in Bangkok and Chonburi, Thailand
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2017
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eng
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application/pdf
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8 pages
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PSAKU International Journal of Interdisciplinary Research
(PSAKUIJIR), Vol. 5, No. 2, (July-December 2016)
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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.