Factors Influencing Chinese Consumers’ Purchase Intention for Thai Products and Travel in Thailand from Thai Dramas and Films

Authors

  • Yingying Jiang International College, Panyapiwat Institute of Management, Thailand
  • Pithoon Thanabordeekij International College, Panyapiwat Institute of Management, Thailand
  • Thitinan Chankoson Faculty of Social Sciences, Srinakharinwirot University, Thailand

Keywords:

Cultural Diffusion, Customer Satisfaction, Purchase Intention, Film Induced Tourism, Thailand, Chinese Consumer

Abstract

Following the footsteps of the popularity of Korean Wave, Thai movies and dramas are also starting to break domestic boundary and gaining international fandom. This study tends to examine the behavior of Chinese viewers of Thai movies and dramas and identify the factors influencing viewers’ satisfaction and purchase intention on Thai products and travel in Thailand. The study examines Cultural diffusion theory and Purchase intention theory, important theories on consumer behavior along with the available literatures in order to develop the framework. Results of the study showed the significant relation between viewers’ involvement and satisfaction while the satisfaction of Thai movies and dramas had positive effect on viewers’ intention to buy Thai products and intention to visit Thailand.

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Published

2019-09-26

How to Cite

Jiang, Y., Thanabordeekij, P., & Chankoson, T. (2019). Factors Influencing Chinese Consumers’ Purchase Intention for Thai Products and Travel in Thailand from Thai Dramas and Films. Asian Interdisciplinary and Sustainability Review, 7(1), 233–243. Retrieved from https://so05.tci-thaijo.org/index.php/PSAKUIJIR/article/view/218141

Issue

Vol. 7 No. 1 (2018): PSAKU International Journal of Interdisciplinary Research

Section

Articles