The Effects of Thai Consumers Attitudes of Korean-Wave on the Visit Intentions of Korean Restaurants-Focusing on the Mediation Effects of Perceived Consumption Value of Restaurant*
Purpose - This study is an empirical study on the relationship of Thai consumers’ attitude toward Korean Wave with the visit intention of Korean restaurants and a mediation effect of consumption value of Korean restaurants. Design/Methodology/Approach - Data were collected using a structured questionnaire of 245 Thai consumers and the hypotheses presented were verified by regression analysis and structural equation models. Findings - As a result of the empirical analysis, it was found that the higher the attractiveness and favorableness of Thai consumers for K-Wave, the higher the intention to visit Korean restaurants, and the Korean Wave attitude have a positive effect on the functional and symbolic values of Korean restaurants. In particular, the important result that can be presented in this study is that the better the attitude toward K-Wave, the higher the consumption value (functional/symbolic value) of Korean restaurants and the symbolic value plays a significant mediating effect on the relationship of the attitude of K-Wave and visiting intention, while the effect of functional value is not verified. Research Implication or Originality - These results means that in order to lead Thai consumers to a Korean restaurant using K-Wave, a strategy to make Thai ones perceive symbolic value of a Korean restaurant higher would be more effective. The main strategic implication of this study is that a high-end positioning strategy with a high symbolism, which make Korean restaurant as a suitable place as a means to show off one’s value (or self) or as a means to show off one’s social status (or role) to Thai consumers, will be relatively effective.
Ⅰ. The purpose of research
Ⅱ. The background and research hypothesis
Ⅲ. Empirical analysis and hypothesis test
Ⅳ. Research findings and limitations