The Impact of Celebrity Endorsement and Country-of-Origin Image on the Purchase Intention of Thai Female Consumers Toward Korean Cosmetic Products

Abstract

         With the changing behavior of Thai cosmetics consumers and the rising popularity of Chinese and French brands, questions have arisen as to whether factors such as celebrity endorsement, brand image, and country of origin still influence consumers’ purchase intentions toward Korean cosmetics brands. This study aims to examine the effects of these factors in the current market context. Specifically, it investigates the factors influencing female consumers’ purchase intentions toward South Korean cosmetics brands, with particular attention to country-of-origin (COO) image and celebrity endorsement. The study further explores three dimensions of celebrity endorsement: trustworthiness, expertise, and attractiveness. A quantitative approach was employed using survey research, with questionnaires distributed through purposive sampling. The respondents comprised 407 female consumers in Thailand who had purchased South Korean drugstore cosmetics at least once in the previous six months.

        The hypotheses were tested using multiple regression analysis. The findings revealed that country-of-origin image and the three dimensions of celebrity endorsement–trustworthiness, expertise, and attractiveness–had significant positive influences on Thai female consumers’ purchase intentions toward Korean cosmetics brands. Notably, the perception of Korea as a quality-driven and innovative country, together with credible and well-matched celebrity endorsers, enhanced brand trust and effectively motivated purchase decisions. The results suggest that brands should carefully select endorsers whose characteristics align with their product image and maintain a favorable country-of-origin image to strengthen consumer trust and foster long-term purchase intentions.