Consumption behavior of Korean cultural product "Kim-chi" in Bangkok

Abstract

The objectives of this study were aimed 1) to examine the perception and attitude toward Korean cultural consumption among Thai people. In present study, Kim-chi was used representing the Korean cultural product that was transmitted to Thai people and 2) to investigate the dominant factors that have influenced Thai people’s consumption of Kim-chi. The question items concentrated onto Korean entertainment medium or Korean cultural currency that has been currently so popular that it causes the influx of Korean culture into Thailand. The sample participants included those Bangkok people who had ever consumed the Kim-chi food. The online questionnaires were instrumental to gather data from 400 respondents. For data analysis, the descriptive statistics used included frequency distribution, percentage, means, and Pearson’s correlation while data processing was done using statistical computer program. Analysis of the consumers’ overall behavior was performed based on related theories. The results showed that the respondents admired the Korean culture and Korean entertainment media greatly, which they came in form of dramas and films, especially, “the Great Jang Geum” Korean film, which once had ever been on air in Thailand country. The film influenced Thai people’s decision on trying intake of Kim-chi. The results revealed that Korean entertainment medium has influence while the introduction of Kim-chi became more acceptable to Thai people. In addition, Kim-chi has prevailed more widely over Thailand. It reflected the success of Korean cultural diffusion in form of products into Thailand to higher extent. Meanwhile, consumption behavior and perception of Kim-chi among Thai people represented the Korean symbolic consumption and implicitly reflecting the values and modernity.