ผลกระทบของภาพลักษณ์ของตราสินค้าต้นแบบกับกระแสนิยมเกาหลีที่มีผลต่อการตัดสินใจซื้อผลิตภัณฑ์เชิงประสบการณ์ ในมุมมองของผู้บริโภคชาวไทย
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บทคัดย่อ
การวิจัยครั้งนี้มีวัตถุประสงค์ในการวิจัยเพื่อศึกษาปัจจัยด้านภาพลักษณ์ของตราสินค้าต้นแบบกับกระแสนิยมเกาหลีที่มีผลต่อการตัดสินใจซื้อผลิตภัณฑ์เชิงประสบการณ์ ในมุมมองของผู้บริโภคชาวไทย ที่ส่งผ่านอิทธิพลจากภาพลักษณ์ของประเทศต้นกำเนิดเชิงมหภาค ภาพลักษณ์ของประเทศต้นกำเนิดเชิงจุลภาค และการรับรู้คุณค่าของผู้บริโภค โดยทำการศึกษาผู้บริโภคชาวไทยอายุ 20-50 ปีที่มีประสบการณ์การซื้อและใช้เครื่องสำอางเกาหลี วิเคราะห์ข้อมูลโดยแบบจำลองสมการเชิงโครงสร้าง ผลการศึกษาพบว่า ภาพลักษณ์ของตราสินค้าต้นแบบกับกระแสนิยมเกาหลี ส่งผลผ่านภาพลักษณ์ของประเทศต้นกำเนิดเชิงมหภาค ภาพลักษณ์ของประเทศต้นกำเนิดเชิงจุลภาค และการรับรู้คุณค่าของผู้บริโภค โดยการรับรู้คุณค่าของผู้บริโภคส่งผลต่อการตัดสินใจซื้อ ซึ่งเพศหญิงกับผู้มีความหลากหลายทางเพศจะมีผลต่อการตัดสินใจซื้อเครื่องสำอางเกาหลีมากกว่าเพศชาย ผู้วิจัยหวังว่าผลการศึกษาครั้งนี้จะเป็นประโยชน์ในการนำไปประยุกต์ใช้ทั้งในภาครัฐบาล สำหรับการพัฒนากลยุทธ์การเผยแพร่อำนาจเชิงวัฒนธรรม และส่งเสริมความน่าเชื่อถือกับชื่อเสียงให้ภาพลักษณ์ของตราสินค้าต้นแบบ
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