近年來，泰國美妝市場，尤其是臉部保養品的市場迅速發展，因為現在泰國的消費者特別重視自然美麗的外表，追求美麗從內而外顯示出來的理想。日本和韓國的臉部保養品在泰國保養品市場上很受泰國人的歡迎，並且在進口美妝市場裡非常有競爭力。由於這兩個國家製造的臉部保養品廣為人知並在泰國美妝市場上赫赫有名，因此很讓人懷疑泰國消費者如何判斷這兩國之間的臉部保養品，哪個值得下手，以及哪個國家的產品購買了會滿意，所以作著對這個話題很感興趣，並想針對泰國消費著對日韓臉部保養品的採購因素，尤其是在網路上採購的可能因素進行分析與探討。本研究的目的是可分析出哪些可能因素能狗有效地影響泰國消費著產生購買意願與滿意，尤其是在線上採購的情況下，以了解日本和韓國臉部保養品在泰國美妝市場的優點和缺點。此外，本研究還針對日本和韓國臉部保養品的消費滿意度進行比較，以分析出哪個國家在泰國消費著對臉部保養品的滿意度與信賴佔了更優勝的位子。本研究希望分析出來的結果能夠提供日韓臉部保養品牌更明確的發展方向，以能夠為了獲得泰國消費著的滿意與購買意願而部屬更有效的品牌策略。
  本研究以便利抽樣方式發放線上問卷，收集到438位泰國消費者樣本的答复後，使用 “社會科學統計軟件包”針對人口統計數據和滿意度結果進行了分析。這項研究的結果表明，情感因素，品牌形象和口碑因素有效地影響泰國消費著對日本臉部保養品的滿意，而泰國消費著僅對韓國臉部保養品的品牌形象感到滿意。但是，探討到線上採購的消費著行為，泰國消費者更喜歡在線上購買韓國臉部保養品，因為它們具有便利性，多種選擇和親民的價格，而泰國消費者僅只因為親民價格的因素才會在線上購買日本臉部保養品。

In recent years, the beauty market in Thailand has grown rapidly especially in the market of facial skincare products as the demand to have an attractive appearance of natural beauty from the inside out among Thai consumers continuously increase. Japan and Korea facial skincare products are popular among Thai consumers and are very competitive in the imported beauty market. As the facial skincare products which are manufactured from these two countries are well-known and are favourite in Thai market, it is interesting to analyse the factors that are able to satisfy Thai consumers to purchase facial skincare products of these two countries, especially in the context of online purchase behaviour. Moreover, the study also aims to compare the strength and popularity of the products from these two countries in order to provide a recommendation for skincare brands from Japan and Korea to perform the proper business strategy to acquire purchase satisfaction from Thai consumers. 
  An online questionnaire was shared based on convenience sampling method to collect the responses from Thai samples. 438 responses of Thai consumers had been collected, and analysed the demographic data and the result of satisfaction by using the Statistical Package for the Social Sciences program. 
   The findings of this study reveal that Thai consumers are satisfied to purchase Japan facial skincare products by the influence of emotional factors, brand’s image, and word of mouth, while Korea facial skincare products are satisfied only in terms of brand’s image. However, Thai consumers prefer purchasing Korea facial skincare products online because of the convenience, various choices, and affordable price, while Thai consumers purchase Japan facial skincare products online only because of the affordable price.

Table of Contents

Chapter 1: Introduction	1
1.1 Research Background	1
1.2   Research Motivation	4
1.3   Research Purpose	5
1.4   Research Objective	5
1.5 Research Flowchart	6
Chapter 2: Literature Review	7
2.1 Skincare products	7
2.2 Japan facial skincare products in Thailand	9
2.3 Korea facial skincare products in Thailand	10
2.4 Consumer behavior	11
2.5 Possible factors for consumer purchase decision on beauty products	14
2.6 Satisfaction	26
2.7 Online shopping	28
2.8 Online consumer buying decision process	31
Conceptual frameworks	33
Chapter 3: Research Methodology	36
3.1 Research Object	36
3.2 Survey Design	36
3.3 Data Analysis Method	38
Chapter 4: Analysis and Results	43
4.1 Data and Sample Collection	43
4.2 Purchase behavior on Japan and Korea facial skincare products	45
Multiple choices	45
Most favorite brand	45
Preference of skincare type	47
Usage reason	48
Purchase reason	49
Reason to continue purchasing	50
Descriptive Statistics Analysis on the Factors of Japan Group	51
Descriptive Statistics Analysis on the Factors of Korea Group	52
Regression Analysis of Japan Group	53
Regression Analysis of Korea Group	55
Dependent t-test to compare purchase satisfaction between Japan and Korea Group	57
4.3 Online purchase behavior on Japan and Korea facial skincare products	59
Most favorite online shopping platforms	59
Reason to purchase facial skincare products online	60
Reason to continue purchasing facial skincare products online	61
Descriptive Statistics Analysis on the Factors of Japan Group	63
Descriptive Statistics Analysis on the Factors of Korea Group	63
Regression Analysis of Japan Group	64
Regression Analysis of Korea Group	66
Dependent t-test to compare purchase satisfaction between Japan and Korea Group	68
Chapter 5: Conclusion and Recommendation	69
5.1 General purchase satisfaction	69
5.2 Online purchase satisfaction	70
5.3 Management Implications and Practical Advice	71
5.4 Research Limitation	73
5.5 Recommendations for Future Study	74
References	76
Part 1: General information of the respondents	88
Part 2: Purchase behaviour towards Japan facial skincare products	89
Part 3: Purchase behaviour towards Korea facial skincare products	93
Part 4: Online purchase behaviour towards Japan facial skincare products	96
Part 5: Online purchase behaviour towards Korea facial skincare products	98


List of Tables
Table 1: Demographic data range	39
Table 2: Independent and dependent variables	40
Table 3: Range of satisfaction level	41
Table 4: Reliability value of the questionnaire	42
Table 5: Demographic data of samples	44
Table 6: Descriptive Statistics of Japan Group	52
Table 7: Descriptive Statistics of Korea Group	53
Table 8: Regression analysis result of Japan Group	54
Table 9: Regression analysis result of Korea Group	56
Table 10: T-test on purchase satisfaction between Japan and Korea group	58
Table 11: Descriptive Statistics of Japan Group	63
Table 12: Descriptive Statistics of Korea Group	64
Table 13: Regression analysis result of Japan Group	64
Table 14: Regression analysis result of Korea Group	66
Table 15: T-test on online purchase satisfaction between Japan and Korea group	68
 









List of Figures
Figure 1: Import value of cosmetics in Thailand	2
Figure 2: Flowchart of the research	6
Figure 3: Results of popularity of K-beauty in Thai market	10
Figure 4: Influences and consumer buying decision process	12
Figure 5: Online shopping reasons	30
Figure 6: Framework of Thai people’s purchase behavior on Japan facial skincare product.	34
Figure 7: Framework of Thai people’s purchase behavior on Korea facial skincare product.	34
Figure 8: Framework of Thai people’s online purchase behavior on Japan facial skincare product.	35
Figure 9: Framework of Thai people’s online purchase behavior on Korea facial skincare product.	35
Figure 10: Design of the questionnaire	38
Figure 11: Main Japan brand’s facial skincare products that respondents use	46
Figure 12: Main Korea brand’s facial skincare products that respondents use	46
Figure 13: Type of Japan skincare product that respondents frequently use	47
Figure 14: Type of Korea skincare product that respondents frequently use	47
Figure 15: The reason to use Japan facial skincare products	48
Figure 16: The reason to use Korea facial skincare products	48
Figure 17: The reason to purchase Japan facial skincare products	49
Figure 18: The reason to use Korea facial skincare products	49
Figure 19: The reason to continue purchasing Japan facial skincare products	50
Figure 20: The reason to continue purchasing Korea facial skincare products	50
Figure 21: Main online shopping platform for Japan facial skincare products	59
Figure 22: Main online shopping platform for Japan facial skincare products	60
Figure 23: Online purchase reason of Japan facial skincare products	60
Figure 24: Online purchase reason of Korea facial skincare products	61
Figure 25: Reasons to continue buying Japan facial skincare products online	61
Figure 26: Reasons to continue buying Korea facial skincare products online	62

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