||Online purchase behaviour analysis towards Japan and Korea’s facial skincare products in Thailand
||Master's Program in Business and Management (English-Taught Program)
facial skincare products
online purchase behaviour
sense of pride
word of mouth
review from Youtubers
review from users
||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
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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