What makes them consume Korean food from Korean franchisees? The case of the consumption behavior of Thai Generation Z in the Bangkok Metropolitan Region

บทคัดย่อ

The Korean Wave (Hallyu) has captured the hearts and minds of fans worldwide these days. K-food, or Korean cuisine, is one of the exported cultural goods of South Korea. However, localization of K-food overseas could lead to misconceptions among foreign consumers. As a result, franchising may be able to preserve the authenticity of cuisine. The goal of this study was to investigate the consumption behavior of Thai Generation Z concerning Korean franchise businesses due to their strong inclination towards Korean food consumption by using the theory of planned behavior (TPB) as a main theory for this research. Additionally, the scope of study is in the area of Bangkok Metropolitan Region (BMR) because it has the greatest number of branches. The theory of planned behavior (TPB) was applied in the analysis. An online survey was used for research on 400 people. Descriptive statistics and multiple regression analysis were used at the 0.05 level of statistical significance to analyze the data. The findings demonstrated the significance of every variable. In the same light, perceived behavioral control has the greatest impact on behavioral intentions.