Analysis of k-food franchises in Thai market focusing on the consumption behavior of Thai generation Y and generation Z in Bangkok metropolitan region

Abstract

These days, fans everywhere are enamored with the Korean Wave (Hallyu). South Korean administrations have highlighted Korean cuisine (K-food) as one of their exported cultural products. Localizing K-food abroad might cause misunderstandings among foreigners. Accordingly, franchising has the potential to maintain food authenticity. Thus, the purpose of this thesis was to examine the consumption behavior of Thai Generation Y and Z in relation to Korean franchise businesses in the Bangkok Metropolitan Region (BMR). The first analysis used the theory of planned behavior (TPB) together with a new variable regarding the food consumption behaviors of Koreans and Thais. Then, the examination of how consumer values, familiarity, and country image affect attitudes. Research was conducted using a web-based survey with four hundred respondents. To evaluate the data, descriptive statistics and multiple regression analysis were performed at the 0.05 level of statistical significance. The results showed that all variables were significant. Nonetheless, aesthetic value played the most important role in the attitude of consumers. Moreover, the novel finding was that food consumption culture has the most influence on behavioral intentions.