Factors Influencing the Repurchase Intention of Thai Female Customers toward Korean Cosmetics in Bangkok

Abstract

This study attempts to investigate the factors that influence the repurchase intention of Thai female customers toward Korean cosmetics in Bangkok, Specifically, it focuses on Etude House, one of the most well-known Korean cosmetic brand in Thailand, with high sales revenues. A total of 402 current customers were approached to collect data, using self-administered questionnaires. They were analyzed utilizing the descriptive research technique. The Pearson correlation coefficient was used to test all hypotheses. The results indicate that subjective norms, beliefs, attitudes, advertising & information sources, physical attributes, psychological attributes, and perception play a crucial role in the repurchase intention of Thai female customers. This study will be beneficial to cosmetic manufacturers and marketers as it can help them gain a better understanding of Thai consumers’ behavior and specific requirements. The findings could also be used to establish appropriate marketing strategies in response to the issues raised.