Thai Market Research Articles

The Impact of Familiarity with Hallyu Culture and K-POP Academy Experience on Attitudes toward Korea and Intention to Visit: Focusing on the Thai Market

The Impact of Familiarity with Hallyu Culture and K-POP Academy Experience on Attitudes toward Korea and Intention to Visit: Focusing on the Thai Market

Relationship Quality as a Mediator of the Effects of Social Commerce on Purchase Intentions

Although social commerce has emerged as a prominent form of e-commerce, it remains unclear how businesses can effectively foster and cultivate strong relationships with consumers in this realm. Hence, this study examines the relationship and impact of social interactions and technical elements on consumer purchasing intentions within the Thai market. The study investigates how factors such as social support, platform quality, interpersonal interactions, and relationship quality influence purchase intentions. The objective is to address the knowledge gap in the literature related to social commerce. Data were obtained from 1,815 Thai participants through an online questionnaire. Partial least squares structural equation modeling was utilized to test the research hypotheses. The collective findings indicate that interpersonal interactions and platform quality positively influence purchase intentions, with relationship quality serving as a mediator. However, neither emotional nor informational support significantly affected relationship quality or purchase intentions, highlighting a preference for trust in close-knit relationships over online reviews. Overall, this study offers empirical evidence and managerial implications that can help businesses develop strategies for engaging with social commerce.

The Moderating Role of Reader Characteristics on E-Book Reading Intention in Thailand: A Multigroup Analysis

Purpose: This investigation explores the moderating role of reader characteristics in shaping individuals' intentions to engage in e-book reading in Thailand. Theoretical Framework: Drawing upon a diverse sample of readers in Thailand, this analysis employs advanced statistical techniques to assess the moderating effects of reader characteristics, including sex, age, education level, income, and devices used to read e-books. Design/methodology/approach: Utilizing a quantitative approach, the study analyzes responses from 701 Thai people who have engaged with a minimum of five e-books to understand the moderating role of reader characteristics on e-book reading intention in Thailand. Findings: The results from the structural equation model analysis showed that several factors in the proposed model had a significant influence on intention to read e-books. These factors include trust, diversity of e-book options, social norms, and resource usage. Practical implications: The results that come from this investigation contribute to the growing body of literature on digital reading behavior and offer practical implications for stakeholders in the publishing sector and government organizations that promote reading. By comprehending how reader characteristics moderate the factors influencing e-book reading intentions, tailored strategies can be developed to promote digital literacy and enhance the adoption of e-books in the Thai market. As the global landscape of reading continues to evolve, this research offers a precious viewpoint to explore the intricate interplay between individual characteristics and the digital reading experience in Thailand. Originality/value: Limited research has examined the moderating influence of reader characteristics on the intention to read e-books. Therefore, this study seeks to address this gap in the existing literature by conducting a multigroup analysis in the context of Thailand.

태국시장에서 한국 수출상품의 국제경쟁력에 관한 연구

Purpose – The purpose of this study is to analyze the competitiveness of Korea’s export products against China, Japan, and Malaysia in the Thai market. Design/Methodology/Approach – The analysis tools used were RCA and TSI to the world and Thailand. Trade volume data was extracted using the UN Comtrade DB for 5 years (2018 to 2022) between Korea and its competitors. Through this analysis, this study examines how each country's competitiveness has changed and presents implications. Findings – The international competitiveness of Korean export products in the Thai market was analyzed using RCA and TSI indices with those of China, Japan, and Malaysia. As a result, Korea's products that were competitive in the global market and those that were competitive in the Thai market showed conflicting results. Products from China, Japan, and Malaysia also showed similar competitiveness. Research Implications – Regarding the degree of TSI in the global market for the analyzed items, Korea has an advantage in items in which it is traditionally strong, such as HS 8542 electronic integrated circuits and HS 8708 automobile parts. In the Thai market, items such as HS 7403 refined copper and copper alloy and HS 3304 cosmetics show strong performance.

Voices of Thai Patients With Non-Communicable Diseases Towards Healthy and Ready Meal Products: A Mixed-Methods Research.

Healthy diets reduce the risk of several non-communicable diseases (NCDs) from diabetes to heart disease and hypertension to cancer. Given their busy lifestyles, it is difficult for individuals to routinely prepare healthy food. Therefore, healthy and ready meal products have been developed and commercially launched in Thailand. Considering ready and healthy meals as an innovative product line in the Thai market, the aim of this study was to identify the factors that influence NCD patients to adopt this product innovation. This study used a mixed-methods approach based on Roger's model of innovation adoption. Two hundred and twenty NCD patients completed a questionnaire regarding their expectations towards healthy meal products. In-depth interviews were conducted with 20 respondents to explore the underlying reasons behind their scoring decisions in the questionnaires. The findings revealed that the highest rated items were the expectation that healthy meals reduce the severity of disease, help avoid high-cholesterol food, and comprise a variety of meal choices. Instead of celebrity marketing and corporate branding, the patients preferred healthy meals that are recommended by health professionals and produced by university research teams. The qualitative findings also demonstrated that most patients welcomed healthy menus as a preventive treatment, but still have concerns regarding the availability and quality of the products. This study reveals the expectations of prospective consumers, specifically NCD patients, towards healthy and ready meal products. It adds key information for food producers, health professionals, and policymakers to foster healthy food innovation, especially in the context of emerging economies like Thailand where healthy food choices are limited.

Cross-Cultural Communication Strategies of WeTV in the Thai Market and the Analysis of Variety Show Influence

Cross-Cultural Communication Strategies of WeTV in the Thai Market and the Analysis of Variety Show Influence

Thai veterinarians' perceptions of cannabidiol products for dogs with osteoarthritis: a qualitative interview study.

The global popularity of cannabidiol (CBD) led to its approval for human use in Thailand and potential use in animals. Many studies revealed CBD's efficacy in treating chronic osteoarthritis (OA) in dogs. To facilitate tailored CBD product development for canine OA and ensure market success, this study explores Thai veterinarians' perception of CBD for canine OA. In-depth interviews were conducted with experienced veterinarians who treated OA in ≥25% of their canine patients. Interview questions covered treatment, CBD perception, and adoption. Interviews were held from January to March 2023. Eleven out of twenty invited veterinarians participated in the study. Though all favored non-steroidal anti-inflammatory drugs (NSAIDs) for OA in dogs, concerns about adverse reactions, including ulcers and renal failure, emerged. CBD was widely known and was perceived positively for pain, inflammation, cancer, and epilepsy. However, half distinguished CBD from marijuana and tetrahydrocannabinol (THC). Ten expressed willingness to prescribe CBD for OA upon robust clinical evidence. Worries centered on product consistency and impurities. Many suggested CBD should be under veterinarians' supervision at first, but this can be relaxing once safety and efficacy are established. CBD products should be chewable tablets, oils, or gelatin capsules with flavors like beef, liver, pork, fish, or seafood. Though CBD benefits were recognized, knowledge gaps among the participants persisted, warranting robust CBD safety, efficacy, and quality evidence to ensure Thai market success. Comprehensive education, including continuing education for those in practice and incorporating CBD-related topics into the Schools of Veterinary's curriculum, is recommended.

태국 K-POP 팬들의 다문화 수용성이 K-POP 태도와 소비에 미치는 영향

This study explored the influence of multicultural acceptability of Thai K-POP fans on K-POP attitude and consumption. Therefore, the study subjects were selected as students who had participated in the K-POP Academy hosted by the Korean Cultural Center in Thailand at least once. As a result of the study, among the multicultural acceptability of Thai students who participated in the K-POP Academy, rejection showed a positive effect on K-POP playfulness, and openness and initiative had a positive effect on both K-POP playfulness and K-POP attitude. In addition, it was found that Thai students' K-POP playfulness and K-POP attitude had no influence on K-POP purchase intention. Finally, it was confirmed that multicultural acceptability of Thai students who participated in the K-POP Academy had an indirect effect on K-POP purchase intention. This study can provide Korean government agencies and the K-POP industry with implications for K-POP policy direction and K-POP marketing strategy in the Thai market, and also helps the working staff of the Korean Cultural Center in Thailand to plan a K-POP Academy.

Digital Marketers for Attitudes and Purchase Intentions Towards Modern Personalized Cosmetics, Impact of Manufacturing and Engineering Technology Management

Thailand's e-commerce cosmetics and personal beauty care market has grown by double digits, spawning a new field of competition that has migrated from offline in-store to online platforms. Despite its rapid growth, Thailand is still in the early stages of internet commerce. Not everyone in Thailand is comfortable or passionate about internet shopping. Given this market potential, the study's results will assist luxury cosmetic and skincare firms in better understanding the behaviors and expectations of Thai women, since best practices from other countries may not be applicable to the Thai market and clients. This study looks at the relationship between perceived value and trust in order to predict whether people will buy customized cosmetics online. To assess clients' desire to buy cosmetics online, a critical relationship between brand image, customer trust, and digital marketing must be established. Differences in customer demographics, behaviors, and expectations across physical locations will also be investigated, as will offline and online sales of counter-brand cosmetics and skincare. The study will analyze the elements that influence Thai women's online cosmetics and skincare purchases by using secondary data and observation to obtain information from 500 female participants. The participants were female internet consumers who had used products from the top three brands in the previous year: L'OREAL (LOR), Lancome (LAN), and Maybelline (MBL), and the respondents had "some" comprehension of customized cosmetics. Furthermore, participants must be a Facebook user for more than a year and a member of any Facebook cosmetics fan sites. Customers' demographic and psychographic characteristics, as well as their purchase behaviors, digital marketing strategies, and marketing methods, are among the key elements investigated. The findings of this study are intended to provide a more in-depth understanding of customer shopping behavior and expectations, as well as to identify the critical success factors that brands should prioritize when developing digital marketing strategies to influence female consumers' purchasing decisions through online shopping channels in Thailand.

The Potential of Endophytic Fungi for Enhancing the Growth and Accumulation of Phenolic Compounds and Anthocyanin in Maled Phai Rice (Oryza sativa L.).

Rice (Oryza sativa L.) is one of the most popular cereal crops, being consumed by almost half of the world's population. Among several cultivars widely distributed in Thailand, Maled Phai is a Thai pigmented-upland rice with exceptionally high nutritional value and high demand in the local Thai market. This study aimed to investigate the feasibility of producing plant growth-promoting properties (PGP) and enhancing the accumulation of phytochemicals in Maled Phai rice seeds of endophytic fungi isolated from upland black rice. Among a total of 56 isolates, the 4 most effective PGP isolates were identified as Trichoderma zelobreve PBMP16, Talaromyces pinophilus PBMP28, Aspergillus flavus KKMP34, and Trichoderma sp. PBMP4 based on their morphological characteristics and multigene (ITS, rpb2, tef-1, CaM, and BenA) phylogenetic analyses. These four endophytic fungi could promote plant growth parameters under greenhouse conditions. Outstandingly, upland rice inoculated with Tr. zelobreve PBMP16 had a significant increase in total seed weight, root length, phenolic compounds, anthocyanin, antioxidants, and N uptake, which were higher than those of the noninoculated control, and even better than the chemical fertilizer. Overall, this report shows that endophytic fungi efficiently promoted growth and increased the phenolic compounds, anthocyanin, and antioxidants of Maled Phai rice.

주 태국 한국 문화원의 케이팝 아카데미 운영에 대한 고찰과 제언

This study aims to find out what effects the K-POP Academy operated by the Korean Cultural Center in Thailand has on K-POP consumption and the Korean nation branding in the Thai market and to make suggestions for the operation of the K-POP Academy. At the results, in Thailand, K-POP was mainly consumed by females in their teens. It was found that K-POP draws great popularity in Thailand because its unique musical characteristics correspond to the essential excitement of the Thai people. In addition, it was analyzed that Thai people's ‘multi-cultural acceptance’ is not significantly related to K-POP consumption. On the other hand, ‘experience’ served as a fundamental reason for Thais to participate in the K-POP Academy. Lastly, it was found that the K-POP Academy has an effect on Thais’ intention to visit Korea and purchase Korean products, thus effectively enhancing Korea's nation branding.

Analysis of the Reasons for the Success of Kao (Thailand) During COVID-19

This case study analyzes the reasons for the success of Kao (Thailand)Company during the COVID-19. This study examines how Kao (Thailand)Company effectively responded to the challenges caused by the epidemic and implemented effective measures, enabling the company not only to survive in the Thai market, but also to achieve certain development. By taking proactive and effective measures to adapt to the new market environment, Kao (Thailand)Company has been able to maintain operations, maintain customer trust, and achieve significant business results in this unprecedented crisis. The case study analyzes the specific actions taken by Kao (Thailand)Company, such as supply chain management, digital transformation, product diversification, and customer engagement strategies. Analyzed the impact of these measures on the company's financial performance, market position, and customer loyalty. In addition, this study revealed the key lessons and practices of Kao (Thailand)Company in successfully responding to the epidemic, providing valuable experience for other enterprises facing similar challenges. The purpose of this case study is to analyze the strategy and methods of a company not only to survive but also to thrive during times of crisis, contributing to the knowledge system of restoring enterprise capabilities and ensuring business continuity in adversity.

Micro/Nano Structural Investigation and Characterization of Mussel Shell Waste in Thailand as a Feasible Bioresource of CaO.

Mussel shell waste, which is regularly disposed by households, restaurants, markets, or farms, causes environmental problems worldwide, including in Thailand, because of its long decomposing time. Owing to a large amount of calcium (Ca) content from calcium carbonate (CaCO3) in mussel shell waste, many Thai local businesses grind the shell waste into powder and sell it as a source of Ca. Generally, these powdered waste shells are a mixture of various types of mussel shell waste. In this study, we investigated and characterized powdered mixed waste shells sold in a local Thai market (called mixed shell powder) and ground shells from waste green mussel shells (called green mussel shells) prepared in the laboratory after calcination at different temperatures (800 °C, 900 °C, and 1000 °C). Mixed shell powder containing five different types of mussel shells and green mussel shells were calcined for 2 h and 3 h, respectively. The time used for calcination of mixed shell powder and green mussel shells was different due to the different particle sizes of both shell wastes. We found that an optimal temperature of 1000 °C completely converted CaCO3 to CaO in both samples. The nanoscale size of CaO was detected at the surface of calcined shells. These shell wastes can be used as a bioresource of CaO.

Investigation of microplastic contamination in blood cockles and green mussels from selected aquaculture farms and markets in Thailand.

Recent studies have indicated that bivalves are bioindicators for microplastic pollution since they are filter feeders and accumulate microplastics (MPs) during their feeding process. This study focused on the investigation of MPs in blood cockles (Tegillarca granosa) and green mussels (Perna viridis) from selected aquaculture farms and markets in Thailand. The abundance of MPs was identified by fluorescence microscopy with Nile Red tagging and the polymer detection by micro-Fourier Transform Infrared Spectroscopy (micro-FTIR). The number of MPs in blood cockle samples from the Khlong Dan market and the BangBo aquaculture farm was 11±5 and 6±1 particles/individual, respectively. For green mussel samples, the number of MPs from the Talaad Thai market and the Sriracha fisheries research station was 96±19 and 11±7 particles/individual, respectively. The results of the study indicate that the number of MPs in bivalve samples from the markets is much higher than in the aquaculture farms. This probably is due to the contamination of MPs in bivalves during the packaging and transportation processes. However, further studies are needed to confirm this. The predominant MPs were fragments and fibres with a size range of 0.05-0.3mm. Most polymers were polypropylene, polyethylene, copolymer, polyester, and nylon. In brief, this study showed the contamination of MPs in bivalves cultivated for human consumption. The accumulation of MPs in these marine bivalves can lead to the biomagnification of MPs along the food chain. This can impact food safety and human health.

Trends in formaldehyde and formaldehyde-releaser contact allergies as compared with market exposure in Thailand.

Formaldehyde and formaldehyde releasers (FRs) are common preservatives in cosmetics and household products. Their contact allergy trends are decreasing in Europe and America, but trend data for Asia are limited. The first objective was to determine the prevalences of and trends in contact allergies to formaldehyde and FRs. The second objective was to establish how often formaldehyde and FRs were mentioned on the labels of products sold in the Thai market. Twenty years of data on patch test results for formaldehyde and FRs were reviewed. Their frequency of mention on the labels of 5855 products was analysed. The trends in contact allergy to formaldehyde and FRs were decreasing. The overall prevalence of formaldehyde contact allergy was 2.5%. The most common FR to cause contact allergy was quaternium-15. Formaldehyde and FRs were identified as ingredients in 10.2% of the products surveyed. Dimethylol dimethyl hydantoin was the most common FR (5.2%). The highest use of formaldehyde and FRs (15.5%) was in hair care products. Although contact allergy trends in Thailand were decreasing, the proportion of products with FRs remained high. Comprehensive and universal legislation is needed to control the presence of formaldehyde and FRs.

Gaps in Accessibility of Pediatric Formulations: A Cross-Sectional Observational Study of a Teaching Hospital in Northern Thailand.

The lack of appropriate medicines for children has a significant impact on health care practices in various countries around the world, including Thailand. The unavailability of pediatric medicines in hospital formularies causes issues regarding off-label use and extemporaneous preparation, resulting in safety and quality risks relating to the use of medicines among children. This research aimed to identify missing pediatric formulations based on the experience of healthcare professionals in a teaching hospital in northern Thailand. A cross-sectional survey was conducted to collect data on missing pediatric formulations, the reasons for their inaccessibility, their off-label uses, their reactions to the situation, and suggestions to improve access to these identified medications. The survey was distributed to all physicians, nurses, and pharmacists involved in prescribing, preparing, dispensing, and administering pediatric medicines. A total of 218 subjects responded to the survey. Omeprazole, sildenafil, and spironolactone suspension were most often identified as missing formulations for children by physicians and pharmacists. They are unavailable on the Thai market or in any hospital formulary. For nurses, sodium bicarbonate, potassium chloride, and chloral hydrate were the most problematic formulations in terms of preparation, acceptability, and administration. These medicines were difficult to swallow because of their taste or texture.

Competitiveness of Indonesia's edible-nest swiftlet exports

Competitiveness is one of the essential factors in increasing exports of agricultural commodities to export markets. Indonesia is a significant producer and exporter of swiftlet nest products globally. This research aims to study Indonesian edible-nest swiftlet competitiveness and development potential in the primary export destination market in the RCEP (the Regional Comprehensive Economic Partnership Agreement) area. The study uses secondary export-import data between countries sourced from UN Comtrade from 2009 to 2019. Analyze competitiveness and potential for product development using the RCA, RSCA, EPD, and IIT methods. The study results show that, comparatively, Indonesian swiftlet nests are competitive in China, Malaysia, Vietnam, and Singapore markets and are not competitive in Australia, Japan, South Korea, New Zealand, Cambodia, Laos, and Thailand. The export markets of China and Vietnam are promising because they have reached the ideal position of a rising star. Meanwhile, the Thai market has the potential to be developed because the export market is still growing. The Singapore market also needs to be considered to create high-value processed products because it has relatively strong integration with the Indonesian swallow nest production structure.

DEVELOPING A COMPETITIVE MODEL FOR HEALTH AND WELL-BEING TOURISM DESTINATIONS IN THAILAND: CONFIRMATORY FACTOR ANALYSIS APPROACH

This study assesses the consistency of the structural components of a model for developing a competitive health and well-being destination as viewed by health and well-being tourism entrepreneurs in an emerging Thai market. The sample consisted of 216 health and well-being tourism entrepreneurs recruited by purposive sampling. A questionnaire formatted using a five-point Likert scale was used. The questionnaire’s Index of Item-Objective Congruence (IOC) varied from 0.60 to 1.00, and its reliability ranged from 0.711 to 0.938. Statistical analysis, frequencies, percentages, means, standard deviations, exploratory factor analysis and confirmatory factor analysis were utilised. The findings revealed the following seven model components: 1) health and well-being tourism resources and attractions, 2) infrastructure and facilities, 3) service design and development, 4) policy, planning and destination management, 5) knowledge management and learning organisation, 6) destination management and 7) innovative capacity. Governors, entrepreneurs, destination managers and stakeholders can use the discovered variables to evaluate a competitive health and well-being destination’s expected performance, strengths, weaknesses and development opportunities. Further, this research should enable continuing support through the critical variable factors.

Analyzing foreign market entry strategies: the case of Wal-Mart’s entry into Thailand

The paper is devoted to foreign market entry strategies, particularly, studying the case of the entry of the US company Wall-Mart–the world leader in whole sale and retail trade– into the Thailand market. In terms of globalization, many firms are trying to expand their business by entering foreign markets which determines the relevance of the study. That brings many social and economic benefits. However, the process is related with big risks which requires developing proper strategies for business success. In the research it is analyzed the external business environment, and causes why Wall-Mart has decided to enter the Thailand market, taking into account macroeconomic characteristics, growing domestic consumer demand, purchasing trend, as well as positive forecasts of sales growth in the overall retail sector. Moreover, the entry modes of Wal-Mart entering the Thai market are considered. It is performed the risk assessment and risk management strategies developed, accordingly. The importance for international businesses to conduct an in-depth external business environmental and risk analysis is proved before entering into other markets, as it provides insightful information about the features of the host country, its culture, knowledge of the local market and consumer needs, competitive business strategies and etc.

Digesting anomalies: A q-factor approach for the Thai market

We study the extent to which a q-factor approach explains other cross-sectional factor returns in the Thai market from 2000 to 2019. Univariate statistics of the q-factor premia show that the Thai factors have almost double the statistical and economic significance compared to US factors. While the q-factor model and the Fama-French six-factor model have similar performances in the US, they do not in Thailand. We find that the q-factor model reduces the t-statistics of the alphas for 13 out of 15 anomalies when compared to the six-factor model. Our findings suggest that the q-factor model is a better empirical asset pricing model in Thailand, showing external validity of the model even in an emerging market.