Factors Influencing Chinese Consumers’ Purchase Intention for Thai Products and Travel in Thailand from Thai Dramas and Films

Following the footsteps of the popularity of Korean Wave, Thai movies and dramas are also starting to break domestic boundary and gaining international fandom. This study tends to examine the behavior of Chinese viewers of Thai movies and dramas and identify the factors influencing viewers' satisfaction and purchase intention on Thai products and travel in Thailand. The study examines Cultural diffusion theory and Purchase intention theory, important theories on consumer behavior along with the available literatures in order to develop the framework. Results of the study showed the significant relation between viewers' involvement and satisfaction while the satisfaction of Thai movies and dramas had positive effect on viewers' intention to buy Thai products and intention to visit Thailand