THE INFLUENCE OF KOREAN WAVE ON KOREAN PRODUCTS PURCHASING INTENTION TO THAI CONSUMERS IN BANGKOK

Abstract

This study aims to identify the key factors related to Korean Wave such as K-contents including K-drama, K-pop, or K-movie so as social influence from friends, family and colleagues that influence consumer’s decision to purchase Korean products. The author uses quantitative research method to collect the data via online survey targeting 129 Korean products purchasing consumers living in Bangkok. The descriptive analysis found that 83.2% of respondents know Korean Wave and 99.2% have watched or listened to Korean drama, music or movies. With multiple regression analysis, the study found that K-Drama has the most powerful influence on Korean products purchasing intention (p-value = 0.000) followed by K-pop music (p-value = 0.029). However, this study found that social influence from friend, family and colleagues are not influence people to buy Korean products.