Korean Idols' influence on Thai consumers--The purchase intention towards cosmetic and skincare products

Abstract

The purpose of this study is to examine the general purchasing behavior of Thai consumers in the Bangkok area and the impact of Korean Idol on consumers' purchasing intentions for cosmetics and skincare products. Furthermore, after observing the products endorsed by Korean Idols, Thai buyers' attitudes toward Korean Idol-endorsed cosmetics and skincare products will be identified, along with their purchase intentions. Additionally, the sample size of this study is 150 valid respondents, with two conditions: being over 18 years old and living in the Bangkok metropolitan area. Motivation, advertising endorsement, brand attitude, and perceived risk are all aspects considered in this study framework concerning purchase intention. This research uses descriptive analysis, reliability analysis, correlation analysis, and regression analysis to find the outcome. According to the findings, purchase intention for cosmetic and skincare products is influenced by motivation, attitude toward a brand, and perceived risk. Consumers' intentions to purchase cosmetics and skincare products are unaffected by advertising endorsement.