Differences in Perceived Risk and Product Attitudes : Focus on Korea and Thailand Consumers

Purpose - The purpose of this research is to examine the differences and interaction effects of perceived risk and product attitudes between Korea and Thailand consumers in accordance with price discount and product types. Research design, data, and methodology - A questionnaire survey was conducted in Korea and Thailand. There were a total of 327questionnaires received, and 322 of them were valid. Respondents consisted of 163 Koreans and 159 Thai consumers. Each question is measured in a Likert-type five-point scale. To verify the difference and interaction effects of perceived risk and product attitudes, ANOVA analysis was carried out. Results - This research found that the perceived risk of Thailand consumers in accordance with price discount and product types is confirmed to be larger than Korean consumers. The difference of product attitudes of Thailand consumers is higher than those of Korean consumers. Thus, product attitudes in accordance with country type and price discount types are verified with the interaction effect. The difference of product attitudes in accordance with price discount type and product types are not founded. The main effect was not verified. Conclusions - The finding of this study can be used as useful information to Korean and Thai retailers looking to enter the global market.