Influences of Korean presenters toward Thai consumers

Abstract

The objectives of this research are to investigate the relationship between Korean Wave in Thailand and Thai consumers resulting in Thai products hiring South Korean as the brand presenter to promote its products in Thailand. This study is focusing on Thai products with South Korean presenters from 2007 to the present as well as studying the factors of the consumers' decision to purchase in Thai products with South Korean presenters, such as general consumer information, attitude towards products with South Korean presenters, external influences affecting product consumption, and product consumption behavior. However, this study provided a questionnaire to consumers who have perceived, used the service, or bought in Thai products with South Korean presenter, including in-depth interviews with Thai products distributor companies hiring South Korean as the brand presenter. By using qualitative and quantitative studies in data analysis, the sample group was divided into 400 people in Thailand between 18 years old and 50 years old. The result of the study showed that most consumers are in bachelor's degree education, aged 20-29 years and the motivation that consumers decide to use the service or buy in Thai products with South Korean presenters: first, the South Korean presenters of products are actors and singers. When talking about Thai products with South Korean presenters, most consumers think of Taokaenoi, and Masita, and Kasikorn Bank, respectively. Most of the consumers have used the service or bought in Thai products with South Korean presenters more than 5 times, which the consumers often decide to buy a product categories such as cosmetics, food, and electronic devices, respectively. Moreover, the consumer's perspective showed that Thai services or products with a South Korean presenters are still popular for a long time.With this reason mentioned above, therefore, we conducted this research.